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How to Navigate Data Privacy in 2022 and Beyond

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Marketers need to get smart about their data now that cookies are going away.

That’s the key takeaway from Tim Hayden, CEO at Brain+Trust, in his talk at the Marketing AI Conference (MAICON).

In it, Hayden reveals how marketers can better collect and use data in a cookie-less world.

PS - Have you heard about the world’s leading marketing AI conference? Click here to see the incredible programming planned for MAICON 2022.

Organized, structured data has a slew of benefits for both marketers and audiences, says Hayden. More of this data means more personalized marketing messaging.

This can get tricky quick, says Hayden.

The obligations that a company has vary from state to state in the US. And consumer expectations around data are high. From the customer’s point of view, their data rights include:

  • Right to see all of the data you have on them
  • Right to request that you stop using their data (i.e. no more targeted ads, etc.)
  • Right to immediate rectification of errors in their data
  • Right to receive immediate notifications of data breaches
  • Right to request full deletion of their data

You’ll need to restructure your data collection efforts to secure clear consent from consumers and honor these rights. It’s difficult sometimes, but well worth it to stay compliant and keep consumers happy.

Once you do start collecting the right data in the right way, you need to unify that data. The best way to do this, says Hayden, is by using a customer data platform (CDP).

To prepare for data unification, he offers the following tips:

  • Figure out what data you already have.
  • Build a glossary or dictionary to clearly define business functions.
  • Separate and identify personal identifiable information.
  • Map and document all data sources (this usually involves IT).
  • Establish taxonomy or tags before migrating data into the CDP.    

Once your data is unified, you’re ready to start personalizing at scale. Personalization at scale helps you customize your marketing and advertising beyond just filling in a consumer’s name.

And this level of personalization can actually serve consumers better by giving them more relevant messages, content, and offers.

As a result, you can improve performance, accelerate revenue, and make your budget go further.

PS - Have you heard about the world’s leading marketing AI conference? Click here to see the incredible programming planned for MAICON 2022.

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