As organizations move towards first-party data collection and navigate the in’s and out’s of regulations such as the CCPA and GDPR, it’s clear that customers have more power over their data than ever. (In fact, a recent Pew Research Center poll showed that 79% of respondents are very, or somewhat, concerned about how companies are using the data they collect about them.)
Your organization must obtain consent in order to use an individual’s personal data for specific, agreed-upon purposes, and in return, your organization must be wise about providing personalized experiences without sacrificing the security of their personal data.
Omnichannel marketing fuels these personalized experiences, but it can also put sensitive personal information at risk. When data is siloed in separate marketing platforms, there’s a greater chance for duplicates or inconsistencies, and great risk of scattered personal information becoming vulnerable in unsecured applications.
There’s mounting pressure on organizations to ensure they have the necessary processes and technology in place to protect their customer data.
A CDP is the Answer to Data Security and Consent Management
Designed to bring all customer information under one roof, a Customer Data Platform (CDP) provides an important role in properly handling and protection of data. CDPs centralize customer data in a single, secure location that allows organizations to manage and activate member or reader data in a privacy-safe environment.
“CDPs are the solution to privacy governance. Without being able to see data in one place, how can you possibly govern its use?” ~David Raab (CDP Institute)
CDPs like Hum make customer data management simpler by organizing your zero- and first-party customer data in a way that makes it usable; and these unified profiles can be trusted as a single source of truth for each member, making it easier to manage data privacy permissions across your full marketing stack.
Customer data platforms help organizations:
- Respond to requests for user data or deletion, and provide features that allow for better data governance, control, and compliance.
- Standardize data configuration. Only send information based on consent attributes and preferences of the customer, without having to hunt down what info was consented to in each specific channel.
- Expand "declarations of purpose" - i.e., telling users what data will be used for - which is a key requirement of new privacy regulations.
This helps ensure that customer data is kept safe, secure, and consistent – while still allowing your team to access relevant information and insights in real-time.
A sound customer data strategy is the foundation to building customer trust and long-term engagement. A CDP is the key to using customer data in an optimized way, structuring it safely and efficiently, and respecting your customers’ preferences.
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