Page 8 - 2023 Omnichannel Marketing Handbook
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Navigating a privacy-focused world
It seems like a case of competing interests: Marketers want as much
data as they can get about their top prospects and customers. And
those very same people are now far more likely to question how
companies collect, store, and use their information.
Anonymity is essential
The burden falls to marketers to build trust and relationships with
their audiences on their way to creating a more robust first-party Millions of users every hour log into websites or apps through a
database where consumer permission and consent rule. provided email address. Many of those websites or app publishers
work with online platforms to match anonymized (usually hashed)
Emphasis on governance versions of those email addresses to cookies.
Fostering trust with any end user requires full transparency around The hashed information is then linked to other data about a par-
how you gather, use, and protect their data behind the scenes. This ticular user, including demographics and psychographics, past pur-
is where data governance becomes critical. chases, online and mobile behaviors, and preferred brands. A hash
or a hash value is a string of letters and numbers of a standard
Data governance regulates the availability, integrity, and security of length, which represents an actual word or phrase, like an email ad-
organizational data based on a company’s own internal data stan- dress, that has run through a hashing algorithm.
dards and external privacy regulations, including compliance with
all regulations such as the EU’s General Data Protection Regulation Hashes are particularly useful for appending and matching data
(GDPR) and the California Customer Privacy Act (CCPA). across platforms because they serve as a reliable proxy for person-
ally identifiable information (PII) while ensuring privacy. Hash algo-
Within a data governance framework, people, processes, and tech- rithms can also be salted with added values to make them even
nologies work together across the spectrum of data collection and more proprietary and secure by confining their usage.
usage – with a strong focus on both ethics and security. For exam-
ple, privacy- and security-minded enterprises are adopting encryp- In addition to hashed email addresses, consumer identity manage-
tion at rest protocols, which guard data against breaches while in ment experts often leverage anonymous digital identifiers like Mobile
storage versus only while in transit. This can be an effective counter Ad IDs (MAIDs). These identifiers help marketers match and resolve
to the 47% of consumers in KPMG’s survey who claimed they are digital consumer identities and maximize their reach in ways that
worried about the possibility of their data being hacked. preserve consumer anonymity and comply with privacy regulations.
Omnichannel Marketing Handbook 8
