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Creating personalised marketing is a key practice among many leading companies. With the help of real-time behavioural data and sophisticated algorithms, companies carefully curate the content displayed to different customers in accordance with their personal preferences. But could personalisation be taken even further by tailoring the entire customer or brand experience to each user’s preferences? And how should this type of hyper-personalised branding be balanced with the protection of intellectual property rights and customer privacy?
Hannes Snellman is a Nordic law firm working on matters of significant importance for our clients.
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