Introduction
Identity data can be a tremendous asset for brands. Beyond contact and payment information, it chronicles the history of your interactions with each customer — data that can help you enrich your customers’ lives through convenience and relevance. But with high profile data breaches frequently making headlines, no other asset holds as much potential to become a liability. Concerns about data security and consumer privacy can undermine your efforts to use data to engage with customers in personalized ways. Protecting data from theft, abuse and accidental misuse is the only way to realize data’s full potential. Yet, securing information and honoring privacy rules is a challenge when you are interacting with hundreds of millions of customers through a growing number of channels.
