Maximizing Trust in Marketing: Prioritizing Privacy
Privacy laws and best practices are constantly evolving, just like everything else in marketing.
How do you ensure your business is compliant and keep your customers’ best interests in mind?
Lucas Long, Director of Privacy Strategy at InfoTrust and co-author of the new Amazon bestselling book, Becoming a Privacy-Centric Marketing Organization, joins me on the SEJ Show for a privacy-focused podcast.
Gain insight into the three pillars of privacy that all marketing should consider and what steps you need to take now.
When we start talking about consumer expectations and compliance, it gets very complicated in large organizations working in different countries. You have different things like GDPR and EPRI in Europe compared to all state laws in the United States. There are various limitations on how you can use an identity service, how you can identify users, and for those users who can identify you, even what activities and what data you can use for advertising activities. – Lucas Long, 02:13
Traditionally, third-party cookies have played an important role… These will finally disappear by the end of next year, once Chrome ends support. So how we need to identify these users and their associated information together is at the heart of what is changing. – Lucas Long, 06:14
The only way to identify a user across different locations is to have a persistent identifier. Usually in the form of an email or a login, so it really starts. And then it becomes the first party’s ownership of that first party data, gathers the right information about each of those different properties, and integrates it so we can then have that more centralized view and take different actions for that consumer – Lucas Long, 07:16
[00:00] – About Lucas Long.
[01:37] – ID-centric data and targeting across multiple brands and regions.
[03:26] – Industries Lucas specializes in.
[04:13] – Ecommerce challenges with cross-country targeting.
[07:16] – Cornerstones of privacy-centric marketing.
[08:34] – Other ID touchpoints available.
[14:58] – Other options for additional data sources.
[16:21] – What is server-side tag management?
[19:21] – Can businesses access more loyalty program data?
[23:09] – How the book launch was for marketing.
Book: Becoming a Privacy-Centric Marketing Organization (Crawl, Walk, Run)
Tag Inspector: https://taginspector.com/
I want to make it easy for my consumers to do whatever they want on the site. And that’s where interoperability comes in… develop that brand relationship with the person and get that persistent identifier yourself. That would be a login. Many organizations are beginning to use email as part of the checkout process, with a much greater focus on loyalty programs, rewards programs, and discounts. – Lucas Long, 11:23
Central to many different regulations, and even generally privacy-centric, is the concept of data minimization. So if you think through a specific use case, what is the minimum user data required to fulfill that use case? And then you design your data collection strategies and everything really from there. – Lucas Long, 21:12
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Connect with Lucas Long:
Lucas is a dynamic professional who brings incredible skills and experience to the InfoTrust team! With extensive knowledge in sales, marketing strategy and analysis – not to mention his track record of successfully implementing tag architectures at major companies – he is sure to bring new insights to SaaS offerings.
He’s also Google Analytics certified, making him an invaluable asset when it comes to web analytics and tag management strategies.
His passion for introducing companies to his company’s fantastic suite of analytics products and educating them about user behavior has allowed him to develop excellent relationships with some of the world’s leading agencies and companies. He really makes a difference!
Connect with Lucas on LinkedIn: https://www.linkedin.com/in/lucas-long-61005648/
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