How can marketing leaders navigate the balance between customerdata collection, privacy concerns and value exchange while prioritizing personalization efforts? GartnerMKTG analyst Alex De Fursac Gash weighs in for cmswire's article: CMO Data
Marketing leaders must create personalized experiences without overstepping customer data privacy boundaries.Providing transparent, bite-sized experiences can encourage customers to share data willingly.CMOs and CDOs need to collaborate in order to effectively utilize and manage customer data.
"The other thing we have learned is that the type of data matters too," he said. "Perceptually, customers — and especially consumers — are much more comfortable with brands holding and using data that relates directly to information they have shared directly with the brand." Gartner research has also revealed that while there is perpetual risk to personalizing poorly, there is also great risk in over-personalizing and being perceived as inappropriate or creepy by target audiences. Hence, customer perception that data is being used at the point of engagement matters enormously."Gartner has observed that the most effective strategic approach to achieving this balance is one that is based on transparent value exchange," he said.
From his perspective, a far more sensible and profitable economic model looks at the bigger picture: intention. "It delivers real differentiation in return for real data, giving customers trusted connections based on truly individualized experience," he explained.
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