Marketers need to ensure they bring clarity to communications around data marketing with consumers who are increasingly willing to lower the value of their personal information for brands they
trust, according to a report. The findings from Orange's study of more than 2,000 mobile users in the UK, France, Spain and Poland placed an average value of GBP140 on how much they believe online
data such as location and demographic information is worth to brands. This figure rises to GBP200 for companies they have never dealt with.
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