Data Privacy is crucial to customer engagement and business success. The philosophy around use of data has evolved into a more complex exchange in which personal information is increasingly being seen as 'traded' by the individual to 'trusted' brands for enhanced experiences, rewards, and services.

Whilst Christmas is a time for maintaining the well-loved traditions of celebration and giving, it is also a time when marketing and advertising snowballs with festive imagery, storytelling, and music.

Organisations who focus on their First Party Data and explore new ways on how it’s used, will be the winners in the new online era. User Privacy is the preeminent factor and whilst the changes have gained recent pace and prominence, it is all part of the bigger picture of realigning privacy control back into the hands of the individual.

With the continuous drive towards digitisation, more and more people are doing their Christmas shopping online, creating new opportunities and challenges for brands to connect with shoppers in this evolving landscape. From new omnichannel models to elevated in-store experiences, despite the inevitable challenges, businesses are adapting to this reality in innovative and effective ways.