The CMO’s role in privacy
Are your marketing programs affecting your brand?
Customer data is one of your organization’s most valuable assets. It yields insights into consumer preferences and purchase intentions. But even though the privacy issue surrounding such data is a hot topic among businesses and consumers, it has not traditionally been a priority among chief marketing officers (CMOs). That needs to change.
Given that 89 percent of consumers in a recent study say they avoid doing business with companies they think don’t protect their privacy online, CMOs should be concerned with the ways their customers’ data is getting managed.
Do you know what your company’s privacy policies are? Do you know who leads privacy aspects for your organization? Once, that area was the sold realm of the chief privacy officer (CPO) or the general counsel; now it’s time for CMOs to take a more active role in managing and protecting customers’ data.
Read the full report from PwC here.