Customer data privacy: Compliant tips for 2023

Article by Billy Loizou, Area Vice President, Amperity

I’ve long advocated that businesses need to take data protection seriously and any business that hasn’t already gotten its first-party data act together needs to prioritize this in 2023. Whether it’s Google getting rid of cookies, Apple making mobile ad tracking harder, or governments introducing more legislation, things are only trending in one direction with data privacy. Meanwhile, the California Privacy Rights Act (CPRA), is going into full effect on 1 January 2023 set to clamp down on B2B data.

This means businesses need a managed strategy for customer data; one that ensures accuracy, compliance, governance, access, and control.

Look at data privacy through the lens of your customer

To put this in the lens of the customer, the customer expects the brand to know them and use the data to serve them. Calling support, managing returns, getting the best experience – these are all things customers demand. Customers like loyalty programs, personalized service, and all the benefits that come from sharing information about them.

So with that being said, brands really don’t have a choice. They have to bring the data together – not for their own benefit, but for the benefit of the customer, however they need to do it in a way that is designed for security.

Businesses need to be able to bring all the disparate customer data together, only allow permissions for some employees dependent on roles, and then create the right views with only the data needed for those teams.

Investing in privacy-compliant solutions

When it comes to the impending deprecation of third-party cookies, ID resolution emerges as a valuable resource. By building a hearty, privacy-compliant, first-party data set, ID resolution provides a buffer against increasingly strict privacy policies that limit the use of third-party data. And even more, it helps improve marketing performance and ROI too with smart segmentation, which helps brands cut down on redundancies.

Other benefits of ID resolution platforms include:

1. Compliance with GDPR: Solutions like Amperity can resolve identities across multiple representations of the same customer – combining multiple emails, duplicative loyalty accounts, and more – ensuring compliance with regulations. Bring all the data together so you can manage a customer identity. If that customer then no longer wants you to have access to their information you can then accurately remove Personal Identifying Information (PII) from the sources it came from.
2. Faster Audits & Suppression: Rapidly discover customer information from every system, making it easy to pull together and deliver relevant data for audit requests. Suppress individuals in all downstream systems with a few clicks for “right-to-be-forgotten” requests.
3. Forward Thinking Security: Keep customer data safe with security best practices, including PII-redaction, user-based access and permissions, and encryption upon ingest, at rest, and upon egress.

As privacy rules become stricter, data clean rooms will skyrocket in popularity

Data clean rooms (DCRs) can also supply advertisers with access to information they otherwise wouldn’t have. And, especially with the impending demise of third-party cookies, every piece of information is gold.

In fact, recent predictions indicate that by 2023, 80% of advertisers with media buying budgets over $1 billion will use DCRs.

However, a DCR is only an extension of a first-party data strategy. Connecting a customer data platform (CDP) to a DCR allows first-party data to be anonymized and analyzed alongside third-party sources. A CDP can also receive data from the DCR in the form of segments or targeted audiences it can then share with connected marketing platforms for activation.

Think of it this way: You can use Venmo or PayPal without a checking account attached to it, but it’s a much better experience (with better outcomes) if they are connected. Together, a DCR and a CDP allow organizations to manage, process, and analyze their data in a way that’s efficient, safe, and compliant.

Customer data driving business growth

Against the backdrop of supply chain challenges and economic uncertainty, it’s more crucial than ever to remember customer metrics drive business metrics. Businesses will be more reliant than ever on a privacy-compliant, first-party data strategy in 2023 to hold on to customers and remain one step ahead of their ever-evolving purchasing habits.

(The views in this article is that of the author and may not represent the views of Tech Wire Asia) 

 

About the author – Billy Loizou, Area Vice President, Amperity

Billy Loizou has 10+ years of experience in design, technology, and marketing. He has worked with some of the world’s most renowned and respected brands, helping them improve their customer experience and drive profitability.

About Amperity

Amperity is the leading Customer Data Platform provider that helps companies use data to improve marketing performance, build long-term customer loyalty and drive growth. Amperity’s flagship enterprise CDP is used by many of the world’s best-loved brands, such as Alaska Airlines, Endeavour Drinks, Kendra Scott, Lucky Brand, Planet Fitness, Seattle Sounders FC, Under Armour and Wyndham Hotels & Resorts. For more information, please visit www.amperity.com or follow @Amperity.

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