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For B2C Marketing Professionals

Build A Data Privacy Organization That Balances Marketing Innovation And Customer Expectations

Organization: The Customer Trust And Privacy Playbook

September 13, 2019


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This is the Organization report in The Customer Trust And Privacy Playbook For 2020.

Why Read This Report

How companies handle and protect consumer data privacy is more than a compliance issue: It's a competitive differentiator. As a result, firms need to develop a cohesive privacy strategy and program, one in which B2C marketing leaders must actively participate. This report outlines the capabilities necessary to build a comprehensive consumer data privacy program, with an emphasis on the roles that marketing and business strategy leaders must play. This is an update to a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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Table of Contents

  • To Innovate With Data, Marketers Must Play A Role In Protecting It
  • Four Privacy Organization Models Tap Marketing Differently
  • Successful Privacy Working Groups Are Multifunctional By Design
  • Recommendations

  • Take A Lead Role On Your Firm's Privacy Committee
  • Related Research Documents

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