personal data

Brands need to think carefully about how they leverage new levels of customer information when handing iPads to front-line service people. Using data and behavior-driven information, while a powerful way to forge connections, can easily go awry. I wasn’t too surprised when I read this in Michael Schrage’s HBR piece, “When digital marketing gets too creepy”. “The digital marketer who effectively runs Qantas Airlines’ highly regarded – and very successful – loyalty program has an unusual iPad problem. Flight attendants on Australia’s flagship carrier can now get up-to-the-minute data on...