""For the last decade or so marketers were in a candy shop... with all the data we can have, we can measure everything... but it got to the point where it was too much.""
""[The reality is] you don't need 100 data points, you might only need three - and you can get them yourself," says Peltea. "Marketers are getting in the driving seat of leading in the data privacy world, because they realize it has an impact on the user journey. They need to own that and show people that they can be trusted.""
""Privacy-Led Marketing is here to stay," she says. "And smart marketers aren't treating data privacy like a legal tick-box anymore - they're using it to perform better.""
The era of endless data collection is ending in favor of consented data that respects users and earns trust. Global data volume is projected to reach 181 zettabytes by 2025, which intensifies the temptation to hoard signals while attention and trust remain scarce. Marketers should focus on long-term relationships and collect minimal, high-quality data over time instead of capturing everything upfront. Data privacy must be integrated into the user experience through transparent consent banners and simple language. Privacy-led marketing can deliver better performance through approaches like server-side tagging, contextual consents, and rethought cookie banners.
Read at The Drum
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