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Perspectives

Balancing Personalization and Data Privacy

By Scott Wilkerson
Balancing Personalization and Data Privacy

Marketers currently face a daunting paradox: 91% of US consumers say they are more likely to shop with brands that provide personalized offers and recommendations; meanwhile, 81% of respondents say the potential risks of data collection by companies outweigh the benefits. In our recent webinar with ARF, we uncovered how marketers can align personalization and data privacy efforts to optimize the customer experience. Our panel featured speakers from Amazon Alexa, Banner Health and HawkPartners to share their best practices in providing customers with a personalized experience and ensure that their data is secure and being used responsibly

Some of our key takeaways include the following best practices in balancing data privacy and personalization:

  • It’s all about the consumer experience. All industries are similar in this respect. The brand’s goal is to add value, connect the brand’s right and left hands, and provide vertical and horizontal integration. Always take a step back and put the consumer first.
  • Assessing and optimizing your brand’s personal data strategy. As a starting point, it is critical to understand how important personal data is to the brands overall business model, value proposition, and how integral it is to the customer experience itself.
  • Give consumers control in terms of determining what they want to share. Apple, Google, and Alexa provide beacons of best practices. Brands must address consumer privacy pain points and look both inside and outside the industry for best practices.

You can find these key takeaways and much more from the discussion in our highlight video.

See below for full panel

HawkPartners has developed an integrated framework for assessing and optimizing your brand’s personal data strategy and CX

Connect with Scott Wilkerson about your brand’s personal data strategy.