GDPR, Data Privacy & Governance: What Brands Need To Know

Tealium’s Digital Velocity event in San Francisco last week delighted attendees with main-stage sessions from top brands, inspired thought provoking discussions on all things digital marketing in a plethora of roundtables and had epic parties to celebrate the day’s success.

This DVSF blog post series will highlight top takeaways and distinctions for each of the main sessions that were designed to inspire, transform and help attendees activate all that they had learned. 

Forrester Research took attendees on a journey into the future of data privacy and what organizations need to think about in terms of the responsibility they hold with their customers and the experiences they are providing.

Fatemeh Khatibloo, Principal Analyst at Forrester Research, shared that there is a privacy personalization paradox going on.

76% of US adults expect and even want retailers to use their data to better personalize their interactions and communications, yet 46% feel that digital marketing puts their privacy at risk. This is a fundamental disconnect in how marketers think about consumer data.

There are 4 types of consumer privacy profiles:

• Data-savvy digitals (34% of the US population)
• Reckless rebels (32%)
• Nervous nellies (12%)
• Skeptical protectionists (23%)

Knowing these 4 types of profiles can help a business understand how their consumer base segments can predict marketing responsiveness, know what their audience is motivated by and leverage their corporate values in communication with them if they are of importance.

It’s time for marketers to take responsibility with what they do with customer data, and that is possible with Contextual Privacy – which is a business practice in which the collection and use of personal data is consensual, within a mutually agreed upon context and purpose.

Fatemeh shared that the future of privacy policies is only going to get stronger as the likelihood of getting rid of multi-page privacy policy verbiage isn’t high, but there are a lot of great ways brands should start thinking about collecting data and GDPR in general:

• Keep an eye of what’s happening at the local level (i.e.: 2018 CA ballot measure)
• What is your legal team looking at? (i.e.: CIO and Chief Privacy Officer relationships)
• Get yourself up to speed on what the privacy posture is in the world
• Get involved within privacy teams at an organization

“The spirit of GDPR is right – we should give consumers more control about how we use their data. We need to be more transparent and open about what we’re doing with data” – Fatemeh Khatibloo, Principal Analyst, Forrester Research

Stay tuned for the next post in our DVSF blog series where that highlights the top takeaways and distinctions from each of the sessions that were crafted to inspire, transform and help attendees activate all that they had learned.

Want to see even more about Digital Velocity San Francisco? Stay tuned for session recap recordings going live in our Video Hub here.