digital

Marketing at a Crossroads, Part II: Personalization vs. Privacy and the Rise of First-Party Data

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.

Marketing at a Crossroads, Part I: The Privacy Paradigm Shift

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.