Marketers must shift from reactive to proactive when it comes to data privacy

Explains how organisations must ensure that they are maintaining the integrity of their users’ data and protecting it from potential data breaches or malicious third parties.

Drivers of change in 2019

This article is part of a series of articles on drivers of change in 2019. Read more.

The phrase “data is the new oil” was coined more than ten years ago and is still representative of today’s global economy. The underlying message of the phrase is that data is now more valuable than oil, which was once the world&rsq

In 2019, savvy marketing firms will pivot to become adaptable movers. Rather than reorganising their internal processes for each new law that arrives, these firms will instead build privacy and data governance programs with core controls that can be easily tweaked to address new regulatory changes. By leveraging existing work in individual rights management, operationalised data governance (mapping data flows, record-keeping, data retention/deletion policies), and Privacy by Design, forward-thinking marketers will make the leap from reactive to proactive, conserving budget and gaining market share in the process.