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For B2C Marketing Professionals

Protect Your Investment: Build Privacy And Security Into Your Marketing Technology Strategy

Landscape: The Customer Trust And Privacy Playbook

July 6, 2018

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This is the Landscape report in The Customer Trust And Privacy Playbook For 2018.

Why Read This Report

B2C marketing and customer insights (CI) pros are increasingly implementing a multitude of new technologies that use a wide variety of customer data for insights and engagement. These acquisitions frequently attract questions from security and risk (S&R) pros regarding the privacy, security, and compliance impacts of the technologies' implementation and operation. This report provides marketers with guidance on best practices to proactively address S&R concerns. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Table of Contents

  • Security And Privacy Are Critical To Marketing Technology Investment
  • The Dynamic Martech Stack Strains S&R's Ability To Govern
  • Make S&R A Stakeholder In Martech Decisions
  • Recommendations

  • Leverage S&R Colleagues To Maximize Martech Investments
  • Supplemental Material
  • Related Research Documents

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