Best Practice Report

The Capabilities Marketers Need To Build A Strategic Privacy Function

February 7th, 2020
Fatemeh Khatibloo, null
Fatemeh Khatibloo
With contributors:
Mary Pilecki , Cole Walsh , Chahiti Asarpota , Luca Russo , Christine Turley


Managing customer privacy is increasingly critical to firms’ ability to win, retain, and serve their customers. To help firms meet customer and regulator expectations, B2C marketers and their peers are evaluating and adopting a range of contributing capabilities. This report reviews 17 capability categories that support marketers’ privacy programs.

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