Data vs. Privacy

One of the main reasons I love digital marketing is that there is so much data available that allows me to quickly; find my best customers, target specific segments or groups, test campaigns in real time, and measure results. With the recent Cambridge Analytics / Facebook news and the upcoming implementation of GDPR, however, it may be time to review where your data is coming from, what you are using it for, and how you are protecting it.

Collecting data on your customers is an easy way to understand your customers, their habits, and their needs, and to offer them products and services that meet their requirements. Having basic information such as names and mailing and email addresses allows for the personalization of marketing communications. Understanding what transactions they are making with your company and then will enable you to tailor marketing to their experiences. Additionally, pairing your own customer information with purchased publisher and third-party data can help narrow the audience when looking to reach potential new customers.

As personal privacy dominates more and more of the conversation, it is essential that marketers keep up. As more rules like GDPR are put in place, companies will need to provide ways for customers to monitor and control the information collected about them. Whatever data you are receiving, make sure that it is obtained legally, and the information is encrypted and protected.