Build trust and connected experiences with privacy regulation and consumer consent

Presented by Treasure Data


The digital and regulatory landscape is constantly evolving, impacting marketing strategy and operations. Learn about the best practices and intelligent technologies that can help you gain consumer trust and achieve marketing goals in this VB On-Demand event.

Watch now for free on demand!


Staying abreast of the changing regulatory and digital landscape is more important than ever for marketers as hundreds of global privacy-related laws come into play, third-party cookies continue to be deprecated and government regulations are updated.

“So much marketing relies on first-party data enrichment or segment augmentation, which will be challenging without third-party cookies,” said Helen Huang, principal product manager, security and privacy at Treasure Data. “The question is: how do I continue to meet the marketing objectives in this environment?”

Alternative technologies are growing in popularity, Huang says, such as: Unified ID 2.0 (UID2), an unencrypted alphanumeric identifier created from emails or phone numbers that allows marketers to target specific consumers without compromising their privacy. There are data cleanrooms, which provide platforms with a way to collect and anonymize user information for advertisers so that they can target specific demographics without access to personally identifiable information (PII). There’s also the Chrome Privacy Sandbox, designed to protect web surfers’ identities by replacing third-party cookies with aggregated attribution and conversion data.

As the use of first-party data grows, some marketers are even reverting to old-fashioned contextual advertising, Huang says.

Huang notes that Treasure Data’s customers are shifting their focus to encouraging more top-of-the-funnel engagement to increase their first-party data set. Consent is critical when increasing an addressable audience or increasing the collection of first-party data from customers around the world. That’s the first step to building trust, which is essential to building a positive reputation for your organization. Brand trust not only increases overall goodwill in the market, but also increases a company’s likelihood of requesting consent and first-party data. It also enables a consistent and connected customer experience so that preferences are transferred across all touchpoints of a branded customer’s journey.

Part of that is being transparent throughout the sales funnel regarding how customer data is used and why, along with providing notice and choice every step of the way. Huang points to the use of dark patternswhich has risen since privacy regulations became stricter.

Dark patterns, used in user interfaces to manipulate or deceive a consumer, range in degree of deception, from pre-ticked subscription opt-in boxes to hidden charges that are only revealed after the user enters their personal information, or burying a notice about sharing data with third parties in the terms and conditions.

“Even the less disruptive practices are often frowned upon,” Huang says. “A company really needs to evaluate their privacy risk appetite internally, what requirements directly affect the business, where the consumer data it collects in that way will reside, and whether it will be protected.”

Ethics and respecting customer choice

The first step for any business building customer trust and privacy compliance is simply knowing what data it collects and what it uses that data for. What follows is baking those questions for every team and department that uses that data before developing new products, and before building a new feature or collecting data for a new use.

The most important consideration here is how a consumer might feel about the launch of a new marketing initiative or product. That’s where the question of ethics comes in, Huang explains — a view of how deeply a company wants to embed in assessing how a consumer might respond to existing or new data practices.

“There is an operational component to tactically understanding what we collect and what we do with it,” explains Huang. “And then from the policy perspective, taking a privacy stance, as well as an ethical stance on how we operationalize and internalize those processes, so that ultimately we get to the outcome of trust.”

To learn more about the impact of privacy policies on consumer perception, how marketing strategies can build on new privacy regulations, a look at the future of digital privacy, and more, don’t miss this VB On-Demand event!

Watch now for free on demand!

agenda

  • How accelerating market and regulatory changes will impact marketing strategy
  • How to build consumer trust and connected experiences with enterprise data governance, safeguards and a smart CDP
  • Top Regulatory and Enforcement Forecasts in 3-5 Years

presenters

  • Jordan AbbottChief Privacy Officer, Acxiom
  • Helen HuangChief Product Manager – Security and Data Privacy, Treasure Data
  • Victor DeyTech Editor, VentureBeat (moderator)

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