South Africa, July 8 -- To leverage data and automated communications, marketers have to embrace responsible personalisation

With consumers and businesses alike becoming ever more dependent on digital products, services and partnerships, our digital footprints are growing exponentially. By 2025, the World Economic Forum expects that the amount of data generated daily will reach 463 exabytes - an astronomical figure. Increasingly, with the help of smart technology such as automation, data analytics and artificial intelligence (AI), much of this data is being harnessed to personalise the products and services that we interact with daily. When browsing on social media sites, for example, our browsing history and online behaviour (such as pr...