Privacy and personalization are, like the Capulets and Montagues of “Romeo and Juliet,” “two households both alike in dignity” but seemingly at odds with each other. Marketers have the unenviable job of negotiating between the privacy protection consumers demand and the personalized experience they prefer.
What’s to be done? Nothing dramatic, according to Sam Shennan. He has three tips for handling it and delivering a happy ending that leaves the audience cheering and wanting more.
Constantine von Hoffman
Managing Editor