An abundance of data is allowing CMOs and CIOs to innovate in new ways, to create highly targeted, personalised products and services. But how do they win the digital trust of their customers in order to innovate? And how do they harness that data without putting people’s private information at risk? Download our new research paper, The Digital Trust Paradox: The Key to Product Innovation via Big Data, to find out how digital trust is essential when it comes to innovation and how CIOs and CMOs can work together to earn it. The new research paper, exclusive to BVEx, includes research into consumer attitudes and sentiment on sharing personal and private data and reveals how opportunities to innovate can only exist if a well-defined value exchange is in place. Consumers, savvy to marketing tactics, will only share their data when they receive something of concrete utility in return. For example, this could be self-knowledge or new and helpful services. Once this utility has been achieved, a circle of trust or 'digital trust', forms and opportunities to innovate can occur.