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The world is awash with data and that data has great value. Everyone who uses digital technology leaves a digital trail which marketers collect, store, track, and glean insight from so they can better target customers and prospects. But the increase in data breaches, covert tracking practices and privacy concerns has put the spotlight on how companies manage their customer data. Today, the responsible management of customer data is seen by many as the next competitive battleground. Brands will find their approach to data management increasingly under scrutiny. Rather than see this as a challenge, brands should see the responsible approach to data management as an opportunity to build trust with their customers.

Definitions: What is customer data?