3 Reasons Why All Businesses Will Need Privacy Orchestration

For many years now, customer data has been collected, shared and used as the backbone of digital marketing and advertising.

A combination of behavioral, transactional and personal data helps brands understand each customer, enabling them to target individuals with personalized experiences. Sounds great, right?

The problem – a lot of this data was collected without the customer’s permission.

Data privacy laws from more than 120 countries are designed to create a future where the data and privacy rights of the individual are protected.

These regulations give the data-subjects (or in other words, people getting their data collected) the right to choose what data they are willing to share, how it can be used, who it can be shared with and when it needs to be deleted.

Brands will need to make sure they adhere to these rules or face large fines.

With the increasing dependency on data-driven strategies, it is imperative that brands build a privacy-first infrastructure to maximize their data while staying compliant. 

Why does it matter? Today, people are more privacy-conscious than ever–that’s a good thing for us as consumers, but challenging for us as marketers. By creating a single source of trusted customer data, however, some CDPs like Tealium’s have been built to ensure that privacy preferences are met and honored throughout all channels. Privacy offices can more easily respond to requests by having a single source of trusted data.

Here are the 3 core components of privacy orchestration that set up brands for success in this future

1. A unified privacy profile of the customer – as brands collect consent and permission from their customers, these preferences are collected across multiple channels (website, mobile, in-store, events), a variety of different devices (e.g. phones, smart watches, TV, desktop), during multiple visits and at different times. The preferences are resolved into a unified privacy profile that maintains the latest preferences for each customer. This gives brands a single source of truth to enforce and honor.
2. A central point for privacy governance for the brand – brands define their privacy goals, requirements and policies, to be applied to different data types, purposes (e.g. email, analytics, machine-learning, personalization), vendors (e.g. Salesforce, Google, Facebook, Adobe) and regions (e.g. US, EU, Australia, Japan). This gives brands the ability to manage and enforce their organizational compliance and privacy goals in one location.
3. An orchestration infrastructure to enforce privacy – the system makes sure the privacy preferences are distributed to the various tools so they can honor the customer’s privacy needs. In addition, this infrastructure sends data deletion requests and any other changes in the customer’s privacy profile in real-time, as any delay would result in non-compliant processing activities.

Privacy continues to be a growing area of importance to buyers and best in class organizations are acting fast. Customer data privacy begins with a thoughtful data collection strategy – which includes consent. The key to delivering the right experience for each buyer, depends on an organization’s ability to orchestrate privacy preferences throughout the journey- which can also change.  

With a data-first CDP, brands can supercharge their data privacy approach and increase efficiency because these types of CDPs focus on the consumer’s data profile and its subsequent movement to other service providers and third-party technologies. Combining a Customer Data Platform like Tealium AudienceStream CDP with a consent management platform allows brands to create:

• A pre-designed workflow that complies with a privacy initiative’s data lineage requirements
• Approved processes that match a legal team’s requirements with digital marketing requirements, assuring organizations of the state of their compliance controls.
• A system of data accountability whereby technical controls fulfill the legal rights of consumers that expect the organization to abide by, whether those rights are part of a CCPA, GDPR, or another privacy strategy.
• A future proof environment that allows organizations the agility to include or remove any technology in the integrated design, assuring the organization that it can respond to future privacy laws and new, more efficient, technology partners with minimal risk and cost.

To learn more about how CDPs can support your privacy initiatives, check out these other helpful resources 

• CDPs and CMPs: Better Together in Powering Your Data Privacy Efforts
• [Video] Driving Personalization in the Age of Privacy with a CDP
• [Video] Key strategies for driving privacy value-exchange in a post third-party cookie world

Sources Referenced:

1. https://www.enforcementtracker.com/
2. https://unctad.org/page/data-protection-and-privacy-legislation-worldwide