These days, data is becoming incredibly powerful. As consumers increase their online presence, they are generating more and more of it, which companies are utilizing or selling, usually for customer engagement and marketing purposes.
Consumer data usage has progressed to the point where it is transforming businesses and contributing invaluable insight into business strategy and marketing decisions, and this practice has now bled over from B2C companies to B2B. Data-driven companies such as social media networks and search engines are now being used by many businesses, without thought around what the true pay-off is.
Unfortunately, not all data usage is contained to harmless marketing practices or business strategy insight. Many of these companies lack transparency between them and the end user regarding how their data is being used by third parties through B2B websites. They may consent to B2B websites using their data, but the practice of third-party trackers being ...
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