This is a podcast episode titled, Ep23: Brent Leary (CRM Essentials). The summary for this episode is: <p>“Can data security be any more important? The answer is, yes!” Brent takes data security seriously and understands the duty of care businesses must take if they want to keep their customers on the side. In episode #23 of our Datavana Podcast, Brent Leary (Founder at CRM Essentials) talks about the implications of data security. He highlights the fine line between tracking customer data to provide improved customer experiences, and being transparent with customers to increase brand trust. “It&apos;s really important for companies to be as open and as transparent about how they&apos;re leveraging the data, your customer&apos;s data.”</p><p>Data is being generated faster and in more ways than ever before, and data is rapidly becoming companies’ most valuable assets. “Data comes from a variety of areas, becoming harder and harder to actually keep the data secure and safe.” However, should businesses become more transparent with how they’re using and storing data while affording customers the choice to opt-in or out? How can companies who are responsibly handling customer data use the information to enhance the customer journey? “We want to use the data to create better experiences for you and give you the opportunity to opt-in or not to opt-in.”</p><p>Brent and host John Kosturos also chat about AI and machine learning, analyzing the different types of data being generated and the future of data quality tools.</p>