B2C marketers don’t stop to think about privacy the way their security and risk (S and amp;R) and legal colleagues do. That’s OK: It’s a complex topic with lots of nuance. But marketers do need to understand the global privacy issues that affect their ability to collect, store, and use customer data. Although IT is responsible for data privacy in 42% of firms, marketing practices like cross-channel device stitching and real-time bidding create significant risk in the organization.1 In firms where marketing is a key stakeholder in the privacy working group, risks go down, while opportunity for differentiation and innovation grows.
Build A Data Privacy Organization That Balances Marketing Innovation and Customer Expectations
