2 Privacy-centric marketing

 

This chapter covers

  • Marketing with transparency and consent: a privacy-first approach
  • The shifting data privacy landscape and its effect on marketers
  • Ethical considerations and practical strategies for responsible data usage
  • The role of evolving technologies in balancing personalization and privacy

Trust is the foundation of any successful relationship, including the relationship between a brand and its customers.
—Jim Lecinski, Clinical Professor of Marketing at Northwestern University’s Kellogg School of Management

In our conversations with marketers, we consistently hear the same challenge: “How can we personalize the customer experience and drive growth while respecting consumer privacy?” It’s a question that’s become more urgent as consumers demand more control over their data and regulations—the General Data Protection Regulation (GDPR) in the EU, the California Consumer Privacy Act (CCPA) in the United States, and other emerging frameworks worldwide have raised the stakes. Many marketers feel caught between a rock and a hard place. They know they need to prioritize privacy, but they’re under pressure to deliver results, worrying that stricter privacy practices will limit personalization and affect their bottom line.

2.1 Understanding data privacy today

2.2 Foundations of user privacy

2.2.1 Transparency and consent in first-party data

2.2.2 The value and ethics of first-party data collection

2.3 Privacy by layer: Integrating privacy throughout the marketing data journey

2.3.1 Sourcing layer

2.3.2 Data foundation layer

2.3.3 Insights and intelligence layer

2.3.4 Engagement and activation layer

2.3.5 Media distribution layer

2.4 Evolving technologies and frameworks

Summary