Moreover, leaders should consider minimizing the data they collect by ensuring it genuinely advances re-targeting efforts. Because personal data is a liability, it should always be treated carefully.
Organizations can take a few other, more proactive measures to bolster their data protections and improve customer satisfaction. These include:
Encouraging transparency around data collection policies: A staggering 67% of consumers don’t understand why companies collect their data or how they use it. Organizations are responsible for thailand whatsapp number data raising consumers’ awareness of data policies. The GDPR dictates transparency about data collection. For example, companies cannot mislead consumers about how their data will be used. However, companies should go the extra mile by providing proactive notices about when consumer data will be used (and when it won’t be).
Consumers must also know when their information will be shared with third parties. For reference, 46% of consumers believe their data won’t be shared following a purchase. Learning about third-party data-sharing after the fact can significantly damage brand trust and reputation.
Prioritizing first-party data, if possible: Unlike third-party data, first-party data is collected directly from consumers, making it more reliable, up to date, and easy to manage. Gartner reports that top brands are 2.2 times more likely to use data acquisition tools on their web and mobile platforms. First-party data allows marketers to act immediately on consumer behaviors, such as visiting a website or engaging with social media content, capturing purchase intent in a timely manner. Additionally, server-side tagging and cross-domain tracking enable the collection of first-party data without needing personally identifiable information (PII), enhancing data privacy practices.