Martech and privacy, a complicated relationship

The use of the data of tourists from the past and of those potential ones is increasingly necessary in order to improve the effectiveness of promotional strategies and the overall experience provided by destinations, and not only that. Data-driven marketing is the means today for remaining competitive in an increasingly sophisticated and crowded market of consumers who are more and more demanding and in-the-know.

Today, however, data collection must also satisfy growing needs for the protection of privacy: in the discussion, we will be questioning ourselves and providing ideas for reconciling the need for personalization with people’s aspirations to see their data used correctly and hopefully in a transparent manner.