By Nicole Hanson
April 15, 2021
The topic of consumer data privacy seems to come up more and more often in marketing, digital optimization, and ecommerce. Customer data is the cornerstone of providing relevant, personalized experiences. But with growing concerns from users and increasing privacy regulations, it’s crucial to let your customers know what data you’re collecting from them, what you plan to use it for, and how your organization complies with consumer privacy laws.
While keeping up with new rules and regulations is certainly challenging, data privacy should be at the forefront of your marketing and optimization efforts. Here are three industry articles to help you protect your customers’ data and comply with increasing privacy regulations.
As a marketer, it can be challenging to keep up with the growing legislation around consumer data privacy. While customer data is important to your marketing and optimization efforts, it is crucial to comply with these various laws and respect your users’ privacy.
In this article, author Rich Hein recaps some of the biggest data privacy regulations, including The General Data Protection Regulation (GDPR), The California Consumer Privacy Act (CCPA), and The Personal Information Protection and Electronic Documents Act (PIPEDA). While there is a lot to keep track of, Hein says, “brands must step up to the challenge and work to ensure that data privacy is always part of the mission and values of the brand.”
Consumers have become increasingly worried about data privacy. In fact, a recent Pew report found that 79% of Americans are concerned about the way companies use their data. With increasing browser tracking protections and legislation surrounding user privacy, we will likely see cookies come to an end.
Of course, this doesn’t mean we’ll see an end to optimization and personalization; we’ll just need to take a new approach. Author Tim Glomb expects to see a rise in zero-party data, or information that is intentionally shared by individual consumers. Glomb says, “ultimately, zero-party data isn’t just a new way to do targeted ads or email campaigns — it’s about transforming how companies engage with (and demonstrate respect for) their most valuable stakeholders: their customers.”
Data privacy is perhaps one of the biggest issues facing businesses today. While collecting user data helps you optimize the customer experience, data must be protected and customers should be made aware of what exactly you’ll do with their data. Of course, this all becomes more challenging when you factor in the growing number of national and global data privacy regulations.
Author Abdul Subhani discusses ways companies can protect customer data and comply with growing legislation, including forming a data privacy team and figuring out your company’s privacy goals. While there may not be one unified data protection regulation, creating a central group within your organization to focus on the many moving parts is a good place to start. Subhani says, “businesses are obligated to protect their customers’ data and should deploy the best possible systems to protect against the inadvertent exposure of customers’ data.”
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