Consumer privacy, also known as customer privacy, involves the handling and protection of sensitive personal information provided by customers in the course of everyday transactions.

MarTech has published a guide to understanding consumer privacy. It highlights why consumer private matters a lot for marketers.

Jacqueline Dooley says, “Privacy is not an all-or-nothing proposition. There are different levels of sensitivity when it comes to the types of data companies collect. For example, a consumer’s name and email address are not as sensitive as their health data (although with the implementation of ADPPA, that could change.)

Why marketers should care

We can’t have all the shiny new marketing things — omnichannel experiences, customer centricity, personalization — without consumer data. But with big data comes big responsibility.

It may have taken consumers and especially U.S. consumers, a long time to become educated about the fact that brands engaged in granular tracking of online behavior, using the data gathered for marketing purposes or even selling it.”

Why marketers should care about consumer privacy

MarTech

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