The document discusses the importance of understanding and respecting customer data in marketing, highlighting that many consumers feel uninformed and distrustful of how their data is used. It emphasizes the need for authentic customer engagement, transparency in data practices, and effective communication of data policies to rebuild trust. Additionally, it suggests that brands should clearly communicate the benefits of data sharing while prioritizing customer-centric approaches.

1. Maria Heckel
Marketing Director, CIM

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• Data is changing everything
• Our personal data is just that –
personal
• Do marketers and businesses
‘get’ that?
• How do Customers feel?

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4. • Strategic Misfit
• What happened to
authenticity?
• Mobile and social fail?
• Consumer awareness
• Why should I?
CIM | WHOSE DATA IS IT ANYWAY

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Business must be
better prepared

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We’re letting down
our customers

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Customers don’t understand
data use – or their rights

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Customers don’t see the
benefits of sharing

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50% marketers unaware
customers can stop
them sharing data for
direct marketing

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15. Customers don’t like sharing
location and profiles
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45% of consumers
would boycott brand
if uncomfortable
about data use

18. • Customers are in the dark
and lack trust
• Fix the strategic misfit
• Realign around authentic
customer engagement
CIM | WHOSE DATA IS IT ANYWAY

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• Simple privacy policy
• Clear T&C’s
• Be personal, positive –
more human
• Reassure customers

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Up to 59% customers
reassured by
• Padlock symbol
• Safe payment methods
• URL changes to protected
window
• Phone number and
address

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• Sell the benefits
• Show how data is used to
deliver benefits
• Stay customer-centric

22. • Respect customer data –
and show you do
• Set out to respect customer
rights
• Listen and respond
CIM | WHOSE DATA IS IT ANYWAY

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• Prioritise staff knowledge –
rules and best practice
• Communicate data polices
• Follow ICO guidelines
• CIM Courses