Trends Report

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

September 13th, 2019
With contributors:
Mary Pilecki , Stephanie Balaouras , Chahiti Asarpota , Peggy Dostie

Summary

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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