With ongoing changes to the Privacy Act and growing consumer awareness of the importance of their personal data, it is increasingly challenging for ecommerce businesses to navigate the most efficient and ethical ways to drive personalisation. Heightened concerns about personal data privacy are also pushing businesses and the AdTech industry to adopt more privacy-conscious data-collection methods.
Furthermore, there is the challenge of making the most of the data once it is shared with consent. Many retailers deprioritise data management due to lack of skills, time or resources. But in doing so, they risk disengaging or putting off potential customers entirely by misusing the data.
