Presented by Treasure Data

Global organizations are often a complex web of brands, subsidiaries, entities and corporations, consisting of separate teams that interact with thousands of customers. During these interactions, there are millions, if not trillions, of data points collected, processed, analyzed and activated every day. 

In an ecosystem that must now uphold consistently evolving regulations, navigate the deprecation of third-party cookies, and keep a promise of privacy to customers, how can companies ensure that their entire organization, along with their networks of external and agency partners, are up for the challenge of global compliance? 

The privacy problem 

For global enterprises, navigating this proverbial minefield can seem impossible. Different regions, or citizens of a certain region regardless of where they are in the world, may be subject to different levels of legislation. And companies face ever-changing data management requirements to secure the right opt-ins and ensure compliance. People may also interact with multiple brands across the enterprise, which can result in duplicative or siloed records that all ultimately belong to the same customer. These are all challenges for companies that want to have visibility into the entire customer journey across a wide brand portfolio.

How personally identifiable information (PII) is shared between different teams also needs to be considered to ensure the right teams get access to only the data they need, and sensitive information is withheld at the right times. How is data being shared between second or third parties, or cross-functionally between sales, marketing, customer service and finance, for example? Lack of governance or controls can lead to risk of data breaches which can compromise the system, brand reputation and consumer trust, and result in costly fines.

Only about one-third of customers believe that companies are currently using their data responsibly. (McKinsey)

Then, there’s the issue of scale. Companies grow, and customer data grows with it. But so does the need to continuously keep up with regulatory obligations. This requires a certain level of agility to quickly adapt. For example, slowdowns can leave marketing teams overly reliant on IT to execute campaigns, which creates roadblocks for innovation or growth as systems are updated. This results in a backlog — costing the company, but also the consumer, who can be left with a less-than-satisfactory customer experience. 

Going global with governance 

So, you have your data, your teams, your company and a need to integrate consent and governance into the mix. How does that look within the tech stack? 

    92% of marketers consider a CDP important to their privacy and compliance efforts. (Treasure Data/Advertiser Perceptions) 

    Creating a connected data foundation 

    Outside of the tech stack, achieving global data privacy and governance practices requires collaboration across the enterprise. Leadership must come together to understand their privacy obligations, establish a framework for consent management and find a way to deliver a relevant value exchange with customers.

    To start, leadership should ask themselves the following questions: 

      Putting data privacy first 

      Privacy and consent are now pillars for how companies connect with people — and that’s not going to change anytime soon. Upholding personal preferences opens doors for contextualized experiences, meaningful interactions, and clarity around the customer journey. With the right tools and the right strategy, global organizations can get secure value from their data, integrate their teams and establish a framework for success. 

      Helen Huang is a Principal Product Manager at Treasure Data, focused on privacy, security and governance safeguards within the CDP. With over 10 years in the data privacy B2B space, she loves monitoring the regulatory landscape, learning about cutting edge ad technologies, and exchanging views on their combined impact on consumer trust.

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