Today, most consumers know data about them is being collected and used for marketing purposes, but consumers may not be fully aware of the extent that it’s being used, especially as brands seek to provide more them with personalized customer experiences.

With new levels of what’s possible come new levels of responsibility for brands leveraging an immense influx of data. So how can business leaders make sure their brands are doing the right things with customer data?

In this new eBook, The New Codes of Conduct: Guiding Principles for the Ethical Use of Data, Acxiom:

• Discusses how we got here as an industry and some lessons learned along the way
• Outlines the complex challenge ahead for brands as they navigate this new environment, especially on a global scale
• Identifies practical questions marketers need to ask themselves and their partners around the ethical use of data