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Deep Dive Minimizing the “data burden” Successfully creating a digital thread, digital twin or digital experience means using potentially sensitive customer data to support intelligent service delivery and updates. This practice is bound to expand as enterprises move toward experience-driven products, and not addressing it properly will compound the effects of the beta burden. Whether data is generated by a camera, a microphone in someone’s home, telematics or geographic and location tracking, this information allows companies to power valuable, individualized experiences. But it also creates risk—a risk to privacy and security that is yet another extension of the beta burden. Maintaining a constant connection with customers through products demands that businesses rethink their data practices to emphasize privacy, security and accountability. Fortunately, several emerging technologies and approaches offer a path forward.

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