Includes index.

Introduction / by Timothy Morey -- Uninformed consent: unlock value from data-without triggering a backlash / by Leslie K. John -- Here are all the reasons it's a bad idea to let a few tech companies monopolize our data: eight potential harms / by Maurice E. Stuck -- Privacy and cybersecurity are converging: here's why that matters for people and for companies: big data and machine learning could kill the notion of consent / by Andrew Burta -- Strong privacy policy can save your company millions: lessons from fortune 100 companies with the best and worst policies / by Kelly D. Martin, Abhishek Borah, and Robert W. Palmatier -- Do you care about privacy as much as your customers do? If you don't protect your users' data, they'll find a company who will / by Thomas C. Redman and Robert M. Waitman -- How to exercise the power you didn't ask for: don't wait for regulation to do the right thing / by Jonathan Zittrain -- To regain consumers' trust, marketers need transparent data practices: customers will develop fewer but deeper relationships / by Kevin Cochrane -- How blockchain can help marketers build better relationships with their customers: connect your products and services with customers at scale / by Campbell R. Harvey, Christine Moorman, and Marc Toledo -- The dangers of digital protectionism: too many regulations could create data islands / by Ziyang Fan and Anil Gupta -- Why companies are forming cybersecurity alliances: join them / by Daniel Dobrygowski.

"Is it possible to take advantage of the benefits of data collection--and mitigate risks--for both companies and customers? Most consumers are not very skilled at evaluating privacy risks; they're either unable to determine the cost of sharing personal data online or unaware of what they're sharing. (Doesn't everyone scroll down without reading to click "I accept"?) Without much intervention from most federal or state-level governments, companies are on their own to define what qualifies as reasonable use. In today's digital surveillance economy, there are no clear-cut best practices or guidelines. Gathering and using information can help customers--we see that in personalization and autofill of online forms. But companies must act in the best interest of their customers and treat the sensitive information users give them with the ethical care of doctors, lawyers, and financial advisers. The challenges of operating in a digital ecosystem aren't going away. Customer Data and Privacy: The Insights You Need from Harvard Business Review will help you understand the tangled interdependencies and complexities and develop strategies that allow your company to be good stewards, collecting, using, and storing customer data responsibly."--