Most marketers likely cringed following the news of the massive Marriott data breach, in which a third party accessed hundreds of millions of customers’ information. In order to comply with FTC regulations, Marriott had to inform its entire email list of the incident. This obviously leads to a loss of customers and brand trust. It also can result in high marketing costs as a company attempts to rebuild its brand and customer database. A study from the Ponemon Institute reports the average cost of a breach globally is $3.86 million per breach.
