Data marketing while preserving customer confidentiality
The data provided by customers when applying for health insurance or a telephone subscription are extremely valuable to companies. However, the opportunities to use customer data for marketing purposes are under increasing pressure from government and consumer organizations that want to protect privacy. PhD student Niels Holtrop has developed a new model that protects customer privacy while simultaneously preserving the marketing opportunities for businesses.
More information
- Niels Holtrop's PhD thesis
- International Journal of Marketing Research: No future without the past? Predicting churn in the face of customer privacy
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| Last modified: | 01 February 2023 4.20 p.m. |
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