A data-driven world has some unexpected side effects - marketers are drowning creativity in massive amounts of information and, more importantly, individuals are tired of organizations using their data. Because their willingness to share is critical for decision making, this is a topic to which we should all be paying attention. Our CEO Owen Hanks writes more on the topic in his latest article for AIthority, “Data fatigue: Individuals are weary of organizations using their data.”

In the piece, he cites some of our latest research into consumer sentiment surrounding privacy and data sharing. Our studies show that people want greater control over their data, but they don’t know how to achieve it, leading to a feeling of helplessness. On the other hand, they also recognized the value and basic benefits of sharing their data.

Owen calls for organizations to find a balance that will address consumer concerns by prioritizing privacy, transparency and data sovereignty. This means looking ahead and “giving respondents a consistently great experience that protects their privacy, builds trust and allows them to choose when and what to share.”

Ignoring this changing dynamic can mean failure. Organizations absolutely need consumer data to make decisions, so they need to create an environment that encourages this to happen. He writes about some best practices and tangible steps that can be followed in order to build trust with audiences to access all kinds of critical data. 

He concludes the piece with: “It’s time to address data fatigue, thoughtfully and strategically, in order to continue accessing the critical consumer information needed for organizational decision making.”

You can read the complete article here: https://aithority.com/it-and-devops/data-management/data-fatigue-individuals-are-weary-of-organizations-using-their-data/