Category: Privacy
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Zero Party Data And Customer Data Consent
I keep stumbling across this term in discussions around privacy and consumer data: zero-party data. Folks like MarTech Alliance define it as: “First-party data is data collected directly from your audience, as opposed to being acquired and sent to you by a third-party. Zero-party data is data that your customers intentionally share with you. This…
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Will Privacy Restrictions Kill Your Small Business?
Irman asks, “so privacy restrictions doesnt kill my small business right? just maybe a bit spoil on my tracking about potential customer… then should i just continue my ads as normal?” Enhanced privacy restrictions will definitely diminish some of the targeting effectiveness of your advertising, especially when that targeting relies on third-party data. However, the…
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Workarounds for the End of Third-Party Ad Tracking
So much digital ink has been spilled with advertisers and marketers lamenting the upcoming changes in ad tracking and cookies. What’s the Problem? To quickly summarize, here’s what’s changing. Marketers will no longer get individual third-party data from advertisers. Advertisers will not be able to collect third-party data. For example, suppose as a consumer we’re…
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Consumer Alternatives to Avoid Marketing in Social Media
Oz asks, "Might some any of the major platforms ever go to a paid service where consumers can get some peace from ads? It’d be another thing that’s not good for marketers but it’d make me very very happy as a consumer." I don’t foresee the current ad-driven social networks going that direction, but that’s…
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You Ask, I Answer: Marketing Consumer Data and Privacy?
Nicole asks, “What should our strategy be with CPRA and cookies inevitably being taken away from marketers?” It’s inevitable that consumer data will become more private. Intelligent Tracking Prevention for Safari and Firefox have blocked third party cookies. CPRA – just voted into law – will restrict sharing of data (not just selling). Chrome will…
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You Ask, I Answer: Balancing Privacy and Marketing Effectiveness?
Dennis and Kim ask, “Is it possible to be an ethical marketer and still use data to inform the ways we interact with our customers? Or are we crossing a line that puts us in opposition to our audience?” In short, yes, it’s possible. A few principles come to mind: – Be clear and honest…
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You Ask, I Answer: Marketing Top Data Challenges of the Future
Aditya asks, “What do you see as the top data challenges facing marketers in the next couple of years?” While it’s difficult to accurately predict anything today, given the rate of technological change, there’s one sea change already underway that marketers are failing at, and will only get worse. Watch the video to learn what…
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Friday Feeling: What Will Our Data Be Used For?
One of the consequences of machine learning is that our data is part of a mosaic of data used for training. We’ve voluntarily given companies enormous amounts of information and while, historically, they’ve been really bad at using it in any meaningful way, that will change. Companies who want to get ahead of the curve…
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You Ask, I Answer: GDPR 101 for Marketers
A surprising number of marketers are ill-informed and ill-equipped to implement the largest change in data and privacy in the last 20 years: the General Data Protection Regulation of the EU, known by its initials, GDPR. With recent rollouts of new compliance features by companies like Google, some folks are hearing about GDPR for the…
