"It's not that companies can't do that," she said. "They can use that data to their advantage, they can monetize this data -- but it has to be very clear to the customers."
Next, the report suggested that companies make it easier for their customers to see what data is being stored, and give them a way to control how it is being used.
According to a recent PwC survey, 87 percent of customers said they wanted to be able to control the amount of information shared.
The report recommended that CMOs use a company's privacy as part of their marketing efforts, and promote it to customers to demonstrate responsibility.
And the communications need to go both ways -- PwC also recommended that companies create a way for customers to provide feedback about privacy issues, such as whether personalized marketing was helpful or too intrusive.
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