{"id":4269187,"date":"2022-11-09T18:22:03","date_gmt":"2022-11-09T16:22:03","guid":{"rendered":"https:\/\/www.dept.global\/insight\/privacy-laws-its-time-for-a-long-term-data-strategy\/"},"modified":"2025-12-08T13:39:10","modified_gmt":"2025-12-08T11:39:10","slug":"privacy-laws-its-time-for-a-long-term-data-strategy","status":"publish","type":"article","link":"https:\/\/www.dept.global\/en-au\/insight\/privacy-laws-its-time-for-a-long-term-data-strategy\/","title":{"rendered":"Privacy laws are resurfacing – It\u2019s time for a long term data strategy"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tPrivacy laws are resurfacing – It\u2019s time for a long term data strategy\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tWillem Blom\t\t
\n\t\tImpact investor & Global SVP Growth – DEPT\u00ae \n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\t9 November 2022\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>\n\n
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Businesses are facing more challenges in digital than ever before, and privacy regulation remains one of the most recurrent topics. So far, over 80 countries and independent territories have adopted comprehensive data protection laws. The EU\u2019s GDPR, Brazil\u2019s LGPD, and California\u2019s CCPA are the strictest and most enforced laws to date.

To see how problematic and expensive this is for companies, take a look at a small sample of headlines that have been published over the last few months:\u00a0<\/p><\/div><\/div>\n\n

\n\t\t\tDenmark declares Google Analytics unlawful<\/a>

Ireland just fined Meta $400 million for teen privacy violations<\/a>

Snap agrees to $35 million settlement in Illinois privacy lawsuit<\/a>

The US Federal Trade Commission begins a privacy crackdown for 2023<\/a>\t<\/h4><\/div><\/div>\n\n

And with 93% of US citizens reporting<\/a> that they would switch to privacy-conscious organizations, it\u2019s not just regulatory bodies pushing for change.\u00a0

Though the impact varies across platforms and advertisers, all organizations will feel the effects of privacy changes in the upcoming years. As the complexities of these regulations grow, businesses need to re-evaluate their marketing programs and take a proactive approach to stay ahead of developing changes. For a long-term, sustainable data strategy, implement the following.<\/p><\/div><\/div>\n\t\t<\/div>\n\n\t\t<\/div>\n<\/div>\n\n\n\t

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\n\t\t\tFocus on loyalty and first-party data strategies\t<\/h2>\t<\/div>\n\n\t
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Respecting consumer privacy is a competitive advantage, so make that the starting point of your data journey.

If you focus on user trust, they will consent and identify themselves on your platform. Use that first-party data, along with models and AI, to create sophisticated segments or triggers that inform your team.\u00a0

DEPT\u00ae created a model for Randstad which uses data sources from their own database and Google Analytics to generate required input variables. The raw data is then transferred to Bigquery, the data warehouse in the Google Cloud Platform, and a fill score is calculated on a daily basis. These scores are sent to various databases for the marketing and IT teams to use, helping Randstad be more data-driven<\/a> as an organization:

Of course, this only works if all measurement precautions are in place. It\u2019s also beneficial to test and leverage cookieless targeting possibilities like contextual advertising.<\/p><\/div><\/div>\n\t\t<\/div>\n\n\t\t<\/div>\n<\/div>\n\n\n\t

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\n\t\t\tCentralize storage of user data\t<\/h2>\t<\/div>\n\n\t
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Employ an effective CDP (Customer data platform) solution to collect and handle customer information while still meeting privacy compliance and security obligations.

CDPs enable businesses to collect data from all types of sources (social platforms, CRM, DMP, and physical stores). Once data is collected, they work intelligently to create customer journeys and sophisticated audience segments. When looking beyond data silos, unified customer data allows companies to prioritize and target users.

As you work with your CDP, increase the number of possible user identifiers by passing information through owned channels (such as email).<\/p><\/div><\/div>\n\t\t<\/div>\n\n\t\t<\/div>\n<\/div>\n\n\n\t

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\n\t\t\tDefine your audiences and optimize targeting with automation\t<\/h2>\t<\/div>\n\n\t
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Formulate data-driven personas by examining the relationship between purchase behavior and buyer identifiers. Once you have identified these personas, test and scale ads with creative automation<\/a>. Creative automation helps you send multiple cross-channel communications to various target audiences. From there, you can iterate on those communications quickly, adjusting messages for countless customer segments based on performance.\u00a0

On the back end of this process, ensure your marketing automation captures performance metrics so you can understand the behavior of different customer groups. This coupling of automation paired with analysis can drastically increase ROI.\u00a0<\/p><\/div><\/div>\n\t\t<\/div>\n\n\t\t<\/div>\n<\/div>\n\n\n\t

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\n\t\t\tFocus on audience-specific messaging across the full journey\t<\/h2>\t<\/div>\n\n\t
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Not only must you produce and distribute quality content, but you must also know when and where personalization fits into the picture.\u00a0

By understanding the full journey and using available first-party data, you can easily fit your campaign messaging to your audiences and tailor it to different touchpoints.\u00a0

When helping eBay with ad messaging<\/a>, we identified several audience segments including regular buyers, sporadic sellers, passionate collectors, and alternate makers.\u00a0

With those segments, we understood their motivations and could test personalized ads. At the click of a button, thousands of creative variations were generated from just a few inputs. By automating asset production, we tailored messaging and iterated quickly based on performance data.

Legal and technical developments will only further limit the available data for marketing. All companies must focus on loyalty and first-party data strategies. If the volume goes down, your relevancy must go up!\u00a0

Although this may be forcing us to follow a different strategy, this is the kind of data strategy<\/a> we should be following in the first place if you think about it. It\u2019s time for a better way of digital communication that benefits all participants.\u00a0<\/p><\/div><\/div>\n\t\t<\/div>\n\n\t\t<\/div>\n<\/div>\n\n\n\t

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\n\t\t\tInsights\t<\/h2>
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\n\t\t\tMobile app security best practices for product managers\t<\/h2><\/div>\n\n<\/a>\n\n
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\n\t\t\tPersonalise your customer experience with Salesforce\t<\/h2><\/div>\n\n<\/a>\n\n
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\n\t\t\tWhat is composable commerce?\t<\/h2><\/div>\n\n<\/a>\n\n
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\n\t\t\tWhen to use .NET for product development\t<\/h2><\/div>\n\n<\/a>\t<\/div>\n<\/div>\n\n
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<\/div>\n<\/div><\/div>\t<\/div>\n\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack\t\t<\/span>\n\t\n<\/button><\/div>","protected":false},"excerpt":{"rendered":"Privacy laws are resurfacing. Here are four considerations to think about when crafting your long-term data strategy. Learn more.","protected":false},"author":94,"featured_media":4269188,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"member_job_title":"","member_linkedin_url":"","footnotes":""},"insight-topics":[42715],"person":[773],"class_list":["post-4269187","article","type-article","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_insight_featured":true,"dept_current_cpt_partner":""},"yoast_head":"\nIt's time for a long-term data strategy - DEPT\u00ae<\/title>\n<meta name=\"description\" content=\"Privacy laws are resurfacing. Here are four considerations to think about when crafting your long-term data strategy. Learn more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dept.global\/en-au\/insight\/privacy-laws-its-time-for-a-long-term-data-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"It's time for a long-term data strategy - DEPT\u00ae\" \/>\n<meta property=\"og:description\" content=\"Privacy laws are resurfacing. Here are four considerations to think about when crafting your long-term data strategy. 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