New WFA research has found that while CMOs are keen to address consumer and regulatory concerns around data-driven marketing, the complexity of the data and digital ecosystem is making it hard for them to identify the right practical measures to take. The vast majority of CMOs (92%) at multinational companies are prioritising an ethical approach to their use of data, but half (50%) do not know what this means when it comes to the processes and practices they need to apply both internally and across their marketing supply chains. And…
Read MoreData ethics is a priority for nine out of 10 CMOs but half need help making it a reality, WFA research shows
