A digital data policy can help brands resolve data issues, boost personalisation

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 21, 2022, 1:10 AM GMT+0

Offering consumers more control over their information can help brands collect high quality data.

To incorporate data into marketing initiatives, marketers should adopt a privacy-first mindset. Given the many privacy-first disruptions like device IDs, assessing trustworthy brands and their data strategies can enhance personalisation and privacy.

Brands must, however, "right-size" privacy strategies that are inspired by others, rather than implementing them as is. To guide employees and to help them address data breaches, copyright issues and more, develop a digital data policy that covers accountability and governance, consent and processing, notifications, data rights, and more.

Marketers should work with different departments, including third-party vendors, to ensure that data privacy measures are practised all across. To visualise data streams and limit inadvertent and futile data collection, implement a holistic strategy in marketing analytics and conduct a data audit.

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