Until quite recently, marketing activities were based on very simple techniques: ATL (above the line, using mass-media) and BTL (below the line, e.g. billboard campaigns, direct marketing, internet marketing), and the effects of these activities were evaluated on the basis of sales products/services.
In today's marketing, the number of communication channels has increased dramatically. Contemporary solutions are based on SEO/SEM, Social Media, blogs, remarketing, IoT, Showroom, VR/AR and many other sources. These solutions collect and process huge amounts of data to optimize the costs of marketing campaigns and maximize their effectiveness. Therefore, it is important to keep the information secure so that company secrets are preserved, and to avoid leakage of personal data in the context of the GDPR regulation, which imposes high financial penalties on organizations.