Page 10 - 2023 Omnichannel Marketing Handbook
P. 10
Key considerations Going it alone is nearly impossible
The challenges you face as an omnichannel marketer are significant: Teaming with an experienced consumer identity management part-
Amid an ever-changing regulatory backdrop, you need to acquire ner who understands your goals and shares your commitment to
accurate, complete information about your customers and pros- data privacy and security makes all the difference.
pects, reach them in the right channel with the right message at the
right time, and take steps to protect their privacy. Ask your current or prospective data provider the following ques-
tions to help you make the right decisions for your enterprise:
• What measures do you have in place to protect consumer data?
(Providers should be able to give you detailed security protocols,
including annual audits and penetration testing.)
• How do you ensure and demonstrate privacy compliance with na-
tional and state regulations?
• How do you share data with other enterprises and protect privacy
within these sharing systems?
• How do you determine in-market behaviors for precise omni-
channel targeting?
• How large is your identity graph and how often do you update it?
• How do you link anonymized identity markers?
• How can you help us plan for the transition away from third-party
cookies? What alternatives would you suggest to cookie-based
targeting?
• Do you have designated data governance leadership in place?
What other protocols enforce your data ethics?
Omnichannel Marketing Handbook 10
