With a growing emphasis on prioritizing user privacy and data protection, says UNC Kenan-Flagler’s Longxiu Tian, information collected directly from customers becomes the key to solving the puzzle of personalization and accurate targeting for marketers.

Longxiu Tian, UNC Kenan-Flagler assistant professor of marketing, shares his expertise in resilient business strategies and his perspective on firms' attempts to build trust and profitability with innovative consumer data management strategies.