Is Privacy-First Data-Driven Marketing an Oxymoron?
June 13, 2022 -
In a world where data is king, it’s no surprise that marketing has become increasingly data-driven. However, as businesses strive to become more privacy-conscious in response to the increasing user concerns about unwarranted intrusions into their data, there’s the question of whether privacy and data-driven marketing can coexist.
Adopting a customer-centric approach to marketing in a privacy-first landscape is more complex than it sounds.
On one hand, it’s true that businesses need data to succeed. They use it to inform their marketing decisions, understand their customers better, and track their performance. Without data, businesses would be flying blind.
On the other hand, though, privacy is becoming increasingly important to consumers. In the wake of data breaches and scandals, people are becoming more aware of the value of their personal information. They’re also becoming more cautious about who they share it with. As a result, privacy-conscious consumers are increasingly avoiding companies that collect and use their data in ways they’re uncomfortable with.
Tracking tools like Apple’s Identifier for Advertisers (IDFA) and website cookies undoubtedly opened new avenues for advertisement personalization, but they’ve also resulted in occasional privacy violations.
So, is privacy-first, data-driven marketing an oxymoron?
The Truth about Privacy-First, Data-Driven Marketing
There was once a time when private data handling laws in the US were more focused on protecting business rights than the interests of individuals. Many state laws pertained to best practices for companies after a data breach instead of how to ensure its safety in the first place.
Marketers were tempted to know where each ad dollar went, what it did, and who it reached – and they came pretty close too. What they didn’t realize was that they were putting user privacy at stake.
However, things look better now, with the implementation of GDPR in Europe and the California Consumer Privacy Act (CCPA) in the US in 2018. Many technical changes like the killing of third-party cookies by Apple’s Safari and Mozilla Firefox and the death of traditional mobile attribution via device identifiers also played a role here.
While this is a huge relief for privacy-conscious users, digital marketers find it harder to measure marketing performance as tracking goes away.
Consequently, many companies struggle with balancing their need for data with their customers’ desire for privacy.
So what’s a company to do?
Is it possible to be both privacy-first and data-driven?
It’s a tricky balancing act, but we believe it is possible. In fact, we think that privacy-first data-driven marketing will become the norm in the future. Here’s why:
- Consumers are demanding it. They’re tired of being tracked and targeted without their consent and are starting to vote with their wallets.
- Privacy-first data-driven marketing is simply good business. It’s a way to build trust with your customers and create long-term relationships.
- As data breaches become more common, consumers increasingly demand that companies take steps to protect their personal data.
Important Considerations for Privacy-First Data-Driven Marketing
Here are a few things to keep in mind when adopting privacy-first data-driven marketing.
- Be transparent about the data you’re collecting and why. Don’t hide behind jargon or legalese.
- Give customers control over their data. Allow them to opt-in or opt-out of specific uses of their data.
- Respect customer preferences. If someone doesn’t want to receive marketing emails, don’t add them to your list without their consent.
- Protect customer data with security measures like encryption and access controls.
- Don’t forget that privacy-first data-driven marketing is a journey, not a destination. As the landscape changes, so should your approach.
As digital marketers, you must promote a more ethical and responsible approach to collecting and using user data. Otherwise, your business will soon be left with nothing to measure.
Win at Privacy-First Data-Driven Marketing with Google Analytics 4
The arrival of GA4 is a momentous turning point in privacy-first data-driven marketing.
This new privacy-centric data analytic solution provides businesses with the data they need to improve their website while protecting users’ privacy.
It has several features that allow businesses to gather insights about their customers while still respecting their right to privacy.
Some of these include:
- Machine Learning
GA4 is designed to observe users who consent to analytics and model the behavior of those who don’t with machine learning. Hence, you’ll be able to fill the gap in your data without losing the hard-earned traffic.
- More Control Over Data
Businesses get more granular control over data with GA4. For example, you can choose to identify visitors using:
- The device ID for website and app visitors
- The user ID to tap into logged-in journeys
- Google Signals for ad personalization or some combination of the three
- IP Anonymization
GA4 has IP anonymization enabled by default. You can’t switch it off. Plus, data is retained for either 2 or 14 months in the free version and 50 months in GA4360, (contrary to the infinite option you got with Universal Analytics).
- Advanced User Explorer Tool
You must also be careful making choices regarding data sharing with Google, especially about your advertising preferences and Google Signals opt-in.
Balance the Best Interests of Your Company and Customers with GA4
The days of spamming customers with unwanted emails and phone calls are coming to an end. The future of business is all about creating meaningful customer relationships based on trust and transparency.
To remain competitive in the future, businesses must adopt privacy-first data-driven marketing. This involves embracing new technologies that allow them to collect and use data while keeping customer information private.
By adopting new tools like GA4, you can manage and process customer data in a responsible way and create a more personalized customer experience while still respecting customer privacy.
Reach out to our analytics consultants for more details.