Why leveraging privacy-enhancing tech advances consumer data privacy and protection

January 22, 2023

Enterprises across a wide variety of industries are using location data — and the insights derived from it — to solve different business challenges. These include reaching the right audience with advertising, deciding where to open a new brick-and-mortar location, understanding where roadblocks exist in their supply chain and more.

However, despite the many benefits that insights from location data provide, to the average person, consumer data privacy remains a top concern. This often leaves businesses struggling to achieve the fine balance between using data to uncover meaningful insights while ensuring consumer privacy.

A growing number of enterprises leverage location data

Location data is a powerful component of strategic enterprise capabilities, such as customer personalization, acquisition, insights and retention. And, this information is being utilized by more companies in more ways than ever before.

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