Data Tracker: Here are the five steps to build trust with consumers, data

The digital age has seen the trust between brands and consumers waning as data has been used invade customers’ privacy just as much as it has helped personalise the brand promise. A recent study by Kantar TNS looks at the contentious issue of data exchange and what it means for brands. Anusheel Shrivastava, executive vice president, India, Kantar TNS said, “The desire to connect via social media has been the driving force behind a substantial part of the digital revolution in India, and as a result, engagement and trust on social platforms continues to be high. Brands need to act