We call personal data collection understanding customer behaviour and segmentation. Europe’s GDPR calls it Profiling and Breach of Privacy. We think of it as adding value, the EU calls it Targeting. The more customer personal data we can collect the better the service we can provide. But how can we ensure our assistance is seen as helping, instead of intrusive? How do the new Privacy Laws impact what we do and what are the lessons learned from around the world? We will cover the steps that Cambridge Analytica missed? Spoiler alert, all of them!