Contents

  1. Introduction
  2. Trust: The New Competitive Advantage
  3. Gathering data and building relationships with customers.
  4. by Timothy Morey
  5. 1.  Uninformed Consent
  6. Unlock value from customer data—without triggering a backlash.
  7. by Leslie K. John
  8. 2.  Why It’s a Bad Idea to Let a Few Tech Companies Monopolize Our Data
  9. Eight potential harms.
  10. by Maurice E. Stucke
  11. 3.  Privacy and Cybersecurity Are Converging: Here’s Why That Matters for People and for Companies
  12. Big data combined with machine learning could kill the notion of consent.
  13. by Andrew Burt
  14. 4.  A Strong Privacy Policy Can Save Your Company Millions
  15. Lessons from Fortune 100 companies with the best and worst policies.
  16. by Kelly D. Martin, Abhishek Borah, and Robert W. Palmatier
  17. 5.  Do You Care About Privacy as Much as Your Customers Do?
  18. If you don’t protect your users’ data, they’ll find a company that will.
  19. by Thomas C. Redman and Robert M. Waitman
  20. 6.  How to Exercise the Power You Didn’t Ask For
  21. Don’t wait for regulation to do the right thing.
  22. by Jonathan Zittrain
  23. 7.  To Regain Consumers’ Trust, Marketers Need Transparent Data Practices
  24. Customers will develop fewer, deeper relationships with companies.
  25. by Kevin Cochrane
  26. 8.  How Blockchain Can Help Marketers Build Better Relationships with Their Customers
  27. Connect your products and services with customers at scale.
  28. by Campbell R. Harvey, Christine Moorman, and Marc Toledo
  29. 9.  The Dangers of Digital Protectionism
  30. Too many regulations could strand us on data islands.
  31. by Ziyang Fan and Anil Gupta
  32. 10.  Why Companies Are Forming Cybersecurity Alliances
  33. Join one.
  34. by Daniel Dobrygowski
  35. About the Contributors
  36. Index
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