As a consumer, every click, view, and interaction with online content leaves behind little morsels of data for marketers to pick up and utilize to determine how to best advertise based on your personal preferences. Inevitably, along with the increasing availability of data comes a more significant concern for transparency and privacy. Data-driven marketing is a crucial driver for customer experience initiatives. However, these efforts are regularly shaped and limited by privacy concerns.

Big data is often utilized to describe massive volumes of data, and it is instrumental to the development of a more data-reliant marketing realm. Digital marketers must understand how to navigate digital interactions with consumers and ensure that sensitive data is not being shared to the public or potentially face colossal backlash.

Take, for example, the increased popularity of on-demand delivery applications and how it led to many companies' success/survival during the COVID-19 pandemic. In the past 5 to 10 years, which technological advancements such as this one has made your life easier? How did data collection make it possible?