Privacy has become synonymous with good customer experiences, which means it is integral to the marketing strategies that brands design. Great customer experiences hinge on personalization which in turn hinges on good data, so these strategies are completely intertwined. Personalization requires marketers to collect and analyze data, but data privacy is often perceived as an obstacle that restricts these practices.

In the recent session of our masterclass webinar series on “Preparing for Life Beyond the Third-Party Cookie,” we dive into how to use first-party data to prioritize privacy and build long-lasting customer trust and strategies for increasing authenticated visits through a strong value exchange.

Keep reading as we dive into the data privacy landscape and actionable tips on how to prepare for all that is still to come or catch up on all the on-demand sessions here.

Speakers include: Matlie Maraj, Senior Counsel; Julian Llorente, Director of Product, Data Privacy; and Ted Sfikas, Regional Vice President, Solution Consulting, NA & LATAM at Tealium.

Data privacy is not static

Data privacy is not a new concept. In fact, we started seeing national privacy laws as early as 1973 when Sweden enacted the Data Act. Several years later, the European Data Directive in 1995 came into effect. Since then, new privacy laws and regulations, including the General Data Protection Regulation (GDPR) in the EU, and individual state privacy laws in the United States such as the California Consumer Privacy Act (CCPA) have set the standards for consumer rights regarding their data.

As you can see, data privacy regulations are constantly evolving, as should your strategy for adapting your business around privacy requirements.  New and changing regulations will continue to impact how data can be collected and used by brands. It is the job of brands today to keep track of the changes happening in order to not only avoid large fines, and prevent costly public relations events, but build strong first-party relationships with their customers.

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