"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."
A new report of 200 UK and US CMOs shows brands are turning permission into profit by prioritizing consent and relevance in data use. Leaders from Visa and Usercentrics emphasize collecting only necessary, relevant data to build trust and multiply returns across brand, media, and measurement. Research indicates 77% of brand performance improved in the past year due to trust-fueled privacy practices. CMOs report 79% confidence in using consumer data for AI-driven personalization while 59% of consumers disagree, revealing a significant trust gap that requires customer-centric strategies and clear measurement of business impact.
Read at The Drum
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