The volumes of data being gathered and analysed mean that algorithms often know us better than we know ourselves. But our research shows that brands and organisations must constantly balance the desire to deliver personalised service with the need to respect privacy. WPP AUNZ’s Chief Strategy Officer, Rose Herceg, is joined by Aaron Boekestein, Head of Agency Partnerships at Google Australia, and Katie Rigg-Smith, CEO Mindshare Australia, for a chat about predicting and interpreting online behaviour.