Alexa, book this event. As the big data bucket spills over, how can we harness this wealth of information without crossing ethical limits?
A few years back big data was a hot topic. Marketers jumped at the opportunity to find out more about customers and meet them with the right message at the right time thanks to clever technology. But as companies like Amazon and Facebook hit the headlines for misusing data, how can SMEs ensure they aren't overstepping the line?