GDPR is almost here, in the new era of compliance, as the personal data be used by brands and marketers. But GDPR is not enough. Brands must do more to provide consumers to feel
data is protected because without consumer confidence, the promise of personalization and digital marketing is falling apart.
For too long tech companies, working with brands was “don’t ask, don’t tell” policy when it comes to data on grades and shared with them for purposes of analysis, attribution, A/B testing, campaign optimisation and much more. This approach to privacy protection, the user needs to change. Technology companies need to have hard conversations, and weigh the costs to support data privacy with economic losses throughout the industry (brands) occur when we close our eyes.
Tech companies need to take a long hard look in the mirror and assess their systems, policies, processes and people. It is time for companies—especially those that interact with the consumer data, but do not have direct relations with consumers—to catch up (or ship in some cases.)
The burden of work to strengthen consumer confidence in the US, marketing technology industry and not only brands and advertisers.
These firms generally fit the user’s privacy, sticking to the standard controls and policies. The truth is, they left the privacy protection app to their customers and took a hot potato, so to speak. In a time when we did not sensitive or confidential data, do the minimum to protect data may be sufficient. But as the world moves to a much broader definition of personal data, which includes not only the names, email addresses and location, but other, more sensitive forms of personal or protected health data, doing the bare minimum today, in my opinion, negligent.
This is a passive and shy thinking must change. GDPR is a good start, but not enough. Today the technician from March are faced with a choice: either to defer all management of privacy of its customers and to blindly trust them with something or take on a more active role as a partner with our clients to ensure the right to privacy.
My choice is the latter, but it’s riskier one. I believe that any company that takes user data should play an active—indeed, an active role to protect the data of its customers and their end-users right to privacy’.
How companies approach this? It’s not just a question of self-regulation, but the changes in thinking and processes. Not taking a back seat, let’s become a “privacy consiglieres” for brands and marketers. It is a nickname that may seem unusual, but implies the status of a trusted Advisor, in which tech firms March to provide guidance for brands and marketers, conducting privacy audits and cross-checks and the marking and eliminate potential problems before they can become incidents.
I believe the responsibility to work to strengthen consumer confidence in the US, marketing technology industry and not only brands and advertisers. We have to deal with these difficulties, to solve the problem together, or threaten the promise of digital marketing and personalization.
My message to brands and marketers is as follows: when selecting the company that you work with, ask them to prove how they are committed to the privacy of Your customers. Leave the heavy work for you? Bottom line: if they are not part of the solution, they are, in fact, a problem.
Pope John Paul II said that freedom is not what we like, and to have the right to do what we have to do. Sometimes we need to look at the past to redefine our future. Progress there is a risk, but I believe that is the right way.