"If I'm buying socks, why do you need to know what I had for lunch? It's not relevant at all. So why collect it?"
"The real challenge is shifting the mindset from the data buffet to just enough, relevant data."
"We know that someone who prefers or trusts Visa is 1.7x more valuable to us than somebody who doesn't."
"Start with thinking, how are you planning to do a better job for the customer as a result of [Privacy-Led Marketing]? And then think about how that's going to move your business forward."
Privacy has become more than a compliance obligation; it functions as a growth engine by building trust that multiplies returns across brand, media and measurement. Brands must shift from collecting excessive data to gathering just enough relevant data to serve customers better and reduce risk. Trust increases customer value, with trusted customers demonstrating higher economic worth. Recent findings link privacy-led, permission-based marketing to improved brand performance, yet a trust gap remains between marketer confidence in personalization and consumer perceptions. Transparency, accountability and respect can transform that trust into sustained loyalty and business growth.
Read at The Drum
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