Future-Proof Your Data Privacy Strategy (Half Day)

Striking the Balance Between Privacy and Personalization
(Half-day Workshop)

Workshop Description
Once a goldmine for personalization and successful marketing strategies, a brand’s customer data strategy can now threaten the health of brands that don’t get it right. Data privacy legislation like GDPR and CCPA, along with market forces like the upcoming demise of the 3rd party cookie and Apple’s aggressive privacy measures, have made it imperative for marketers to ensure the data privacy of their consumers. At the same time, consumers expect more from their brand relationships, and finding the right mix of personalization and privacy has proved elusive for some brands. According to Salesforce’s “State of Marketing” report, 84% of consumers say that a brand's " experience " is as important as its products and services. This makes it more important than ever to strike the right balance between privacy and personalization.

This workshop will create a solid foundation for understanding the different categories of customer data and the regulatory and market forces issues surrounding the collection and usage of this data. You’ll better understand the tension that exists between privacy and personalization through both the consumer and marketer lens and discuss how brands are attempting to balance these two seemingly opposing forces. You’ll also learn more effective data collection strategies by “owning” the consumer relationship. Finally, you’ll have the tools to be able to understand and implement a consumer data strategy that maximizes marketing effectiveness while respecting consumer privacy.

Who is this workshop for?
This workshop is designed for any marketer that relies on customer data to power their decision-making or to implement marketing programs and activities. This would include anyone in a media-related role, market research, CRM, or loyalty. It’s also a great primer for those in brand management (all levels) to better understand the issues around data privacy and regulation.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

• How to leverage different types of data to get a better view of your customer in a post-cookie world
• Strategies to collect more and better first party customer data

This workshop helps attendees increase marketing efficiency by teaching them:

• How to leverage owned properties to collect actionable, first party data in concert with GDPR and other regulations
• How to avoid regulatory pitfalls that can make data unusable

This workshop helps attendees maximize marketing ROI by teaching them:

• How to leverage tools and technology to get the most out of your customer data
• How to improve the effectiveness of their media spending to drive a higher ROI

Download the full agenda here