KINGPIN: Intent data and micro-targeting in B2B - Life after Cambridge Analytica
The Cambridge Analytica scandal brought data privacy into the spotlight for consumers, but how has it affected the marketing industry, in particular B2B?
Both intent data and microtargeting are terms which could be subject to negative connotation following the Cambridge Analytica scandal that erupted in March of last year. Though there is a large difference between intent data and the Psychoanalytic data exploited by Cambridge Analytica, it is important for marketers to recognise how person/company-specific data can be used to create the most effective micro-targeting campaigns possible while remaining transparent and fair.
Read the full article here on Kingpin’s Blog.