Digital leaders and marketers across Europe are well aware that delivering exceptional online experiences is essential for the success of their businesses. They also know that their data collection and management practices are subject to increasing regulatory scrutiny. Increasingly, however, they’re also confronting a rapid evolution in consumer preferences. How much data do customers want brands to collect from them? What’s considered acceptable, and what feels like a privacy violation? As consumer interest in protecting digital privacy grows, marketing and digital leaders must think carefully about the strategies and tactics they’re using to resolve this increasingly perilous dilemma: how to collect enough data to deliver the highly personalised experiences that customers crave while also respecting consumer preferences and adhering to regulatory requirements.