News and Analysis
Leveraging Consumer Data in the Privacy Era
Industry executives are working overtime to help their clients maintain their current marketing practices without running afoul of the latest privacy regulations. Over at Tealium, a firm that specializes in customer data management and protection, Co-Founder and Chief Technology Officer Mike Anderson is encouraging clients to focus on the customer experience of consent while clearly articulating why they need consumers’ data.
“You can’t build customer profiles if the data isn’t there,” Anderson says. “There’s a level of education needed at the point of consent to show the consumer what value they will get in return when they opt-in.”
Brave CEO Brendan Eich on a Privacy-by-Default Future for Digital Advertising
In light of last week’s enactment of the California Consumer Privacy Act and our monthly theme, Pursuing Privacy, Street Fight posed questions on surveillance capitalism, privacy, Big Tech, and the future of digital advertising to Brendan Eich, CEO of Brave, one of the leading companies championing privacy-first solutions in the tech industry.
“The entire industry is in need of a fundamental shift from tracking to privacy by default and by design,” Eich said. “To truly preserve consumer privacy, Big Tech needs to switch to a privacy-by-default approach. Nothing will change otherwise. Until then, consumers will remain confused about where their data is being used, and tracking and data monetization will remain pervasive on the web.”
How Much Consumers Value Transparent Privacy Practices
Potential legal troubles and CCPA’s enforceability weaknesses aside, the Tealium study suggests a strong record on privacy will be a boon to brands as privacy increasingly takes center stage in the public consciousness. Ninety-seven percent of consumers said they are at least somewhat concerned about data privacy, and 85% said they won’t forgive a company’s misuse of their data.
Commentary
How the End of Network Neutrality Could Affect SMBs and the Public Interest
For many years, the government’s assessment of the public interest was to encourage Web access to all. The current FCC, however, contends that this position is better met by eliminating the net neutrality rules — that SMBs will be able to have a variety of ISP options based on their actual needs with the end of the net neutrality rules.
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Case Study: Rhode Island Spa Looks to Automate Repetitive Marketing Tasks
When Alayne White first started using an online booking portal at her eponymous Rhode Island spa, her goal was to get just 10% of clients to book online. Eight years later, she’s inching closer to the 50% threshold, as nearly half of her clients are booking their appointments through desktop and mobile devices.
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