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Posts tagged with Iam

Privacy and personalization: a marketer's Catch-22

Coined in Joseph Heller’s classic satirical novel of the same name, 'Catch-22' is a term that refers to a situation in which a person is trapped by completely contradictory goals or circumstances.

In Heller’s book, the only way for a pilot to escape his WWII flying mission is to request psychiatric evaluation due to mental instability, and be deemed insane.

However, awareness of his own insanity is considered proof of a rational mind, thus making it impossible to escape his mission, a total and complete Catch-22.

No doubt, many marketers are feeling stuck in this sort of paradoxical situation when it comes to the competing goals of consumer privacy and personalization.

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