Exploring the evolution of data privacy and what it means for brands.

The DMA report 'Data Privacy: What the consumer really thinks' highlights the changing perspective of what data privacy is and how it has evolved. This change has been influenced by the increasing touch points between consumers and brands due to the growth of digital technology.

Essentially, brands should be looking at increasing their customer intelligence to enable them to provide a better service. However, to achieve this, there needs to be an exchange of data. The DMA report shows that customers have criteria that need to be met to willingly exchange data, such as trust and a fair value exchange. If a brand takes customer data too far by asking for information a consumer considers personal or unnecessary, they risk receiving a backlash. A classic recent example is that of British Airways creating a Google image dossier of their customers.

An understanding of what the customer considers private allows brands to know how to ask for information without breaching that all-important personal boundary. This will enable them to provide a deeper brand relationship leading to a higher customer response.

Author: Remalie Comport, Campaign Planner