Privacy / Security

Big data presents unprecented privacy challenges for marketers, says Havas chief

The unprecedented threat to privacy presented by big data means marketers need to become extremely vigilant in how they use customer intelligence for future gain.

Speaking to CMO during the inaugural Data Strategy Symposium in the Hunter Valley, global MD of the Havas Media Group, Dominique Delport, pointed out that while big data has huge potential for improving our ability to engage with consumers at an individual value-based level, poor data management can just as easily hurt us.

He used the recent NSA Prism scandal unmasked by whistle blower, Edward Snowden, as an example of the significant negative outcomes organisations face if data access is misused or abused.

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