In 2018, brands will need to take a more disciplined, proactive approach to data management. This is in part a result of the European Union's oncoming General Data Protection Regulation (GDPR), which threatens hefty financial punishments for non-compliant companies. It is also due to consumers' growing dissatisfaction with how personal data is being exploited for marketing purposes. Data management is on course to become a differentiating factor in purchase decisions.
This article is part of Toolkit 2018, WARC's guide to five key challenges facing brands.