Data Protection and Customization: is it a (im)possible binomial in marketing?

Sep 27 2022 - Ore 17.30 - Villa Guastavillani

On Tuesday, September 27th, from 5:30 p.m., will be held the event Data protection and customization: an (im)possible combination in marketing? at Villa Guastavillani, headquarters of Bologna Business School, or via Microsoft Teams.

Privacy is a key issue of our time. In a world characterized by an increasing number of interactions between us -as individuals and consumers- and digital technologies, the concept itself of what privacy means, and its consequences, are rapidly evolving.

Modern technologies have favored the pervasive diffusion of personalized solutions for customers. However, personalization comes at a cost for consumers: indeed, personalization requires by definition an accurate knowledge of each target customer, spanning from socio-demographics to behavioral and even biometric data. In most cases, consumers are aware of it and willing to disclose their personal information, in other cases they are not.

How can companies provide their customers with personalized solutions while still complying with the most recent privacy regulations? Which tools can be used by marketing managers? Which opportunities are brought by technologies (e.g. Artificial Intelligence)?

During the event, will be presented the Professional Master in Marketing Management and the Professional Master in Data Marketing and Analytics. The event will be held in English.

In order to participate, both in Villa Guastavillani or on line, please fill out the registration form.

How to reach us:


From Porta Castiglione take the Via Castiglione southbound and uphill.
At the first bend to the right, the main road is abandoned, continuing straight ahead and uphill (the road name is still Via Castiglione).
After approx. 200 meters take a left on Via degli Scalini and proceed for 1.5 km to number 18.
The Villa is easily identified by its boundary wall and two great fir trees at the side of the main entrance gate.


Bus 59 runs a direct route to Villa Guastavillani from the city center (Piazza Cavour).
Complete timetable here.


Cars can be parked in the space behind Villa Guastavillani following the directions of the relevant staff.

In compliance with the regulations in force for the date of the event, it will be necessary to be equipped with a face mask.