There’s no question: When broadscale breaches like Facebook and Equifax happen, consumers become wary of all the personal data that’s available and ultimately vulnerable to the attacks of hackers. But that leaves digital marketers in a precarious position to find a happy medium between personalized marketing techniques and obvious use of personally-identifying information that’s unique to consumers.

On today’s episode of the Retail Podcast, CEO of New York-based Perch Interactive Trevor Sumner returns to the show to share his insight into the benefits and challenges of personalized digital marketing.

“It’s the value-creepy line,” Sumner said. “If you provide more value than it is creepy, then you’re doing okay.”

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