Yet, according to the same survey, only one in five consumers were willing to provide this type of personal data upfront, and 88% were concerned that their data would be shared across companies without their consent. So, while consumers are craving personalized marketing experiences, many are still concerned about the privacy issues surrounding data. Data is certainly powerful. But like all powerful tools, it must be ushered into society safely and responsibly, and that responsibility rests largely on the shoulders of the marketers who deploy it. For CMOs and other marketing leaders seeking to take advantage of big data in a way that won’t backfire, here are three strategies to keep in mind: 1. Create Some Ground Rules Visitors to this year’s CES convention probably noticed a huge Apple advertisement overlooking the Las Vegas Convention Center from the side of a nearby hotel.
The ad copy read, “What happens on your iPhone stays on your iPhone,” and its message was clear: Apple won’t sell user data. While the ad was certainly a shot at rivals Google and Amazon, both of which had a huge presence at Italy Phone Number List the convention, it provides a great example of how brands can approach data management. Assess your business goals in the context of your organization’s larger mission or vision, and create some simple, unambiguous rules for how you’ll manage consumer data. Draw a line in the sand and clearly define your stance, whatever it may be. 2.
Find the Right People Organizations in virtually every industry will increasingly need to be able to recruit, develop, and retain trained and qualified people who can translate data into relevant actions and insight. As the regulatory environment around data sharing and usage continues to evolve, it will be especially important to have people on your staff who understand what compliance means now and how you can continue to ensure compliance in the future.