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For B2C Marketing Professionals

How Dirty Is Your Data?

August 17, 2017

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This is the Strategic Plan report in The Customer Trust And Privacy Playbook For 2017.

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Why Read This Report

As consumers' privacy concerns grow, marketers must rethink their data practices. Today's data governance practices — the rules that guide what consumer data a company collects; how it stores, transfers, and manages that data; and how it uses and disposes of that data — are nebulous at best and dangerously misguided at worst. Marketers must redefine how their organizations treat customers' personal data. This report helps B2C marketers categorize the different types of data their firms collect and provides guidelines on how to govern that data. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in new examples, data, and terminology.

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Table of Contents

  • Personal Data Is A Ticking Time Bomb
  • Strong Data Governance Can Prevent Privacy Infractions
  • Forrester's Customer Marketing Data Classification Matrix
  • Recommendations

  • Create An Organizationwide Approach To Customer Data Governance
  • What It Means

  • Emerging Data Types Further Complicate The Landscape
  • Supplemental Material
  • Related Research Documents

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