Report

The Privacy Imperative For CMOs: Use Contextual Privacy To Meet Customer Expectations

Use Contextual Privacy To Meet Customer Expectations

February 26th, 2021
With contributors:
Stephanie Liu, Mike Proulx, Alex Schanne

Summary

In the age of internet-connected devices, with cameras everywhere and sensors in our most private spaces, privacy is essential for earning and maintaining consumer trust. Context is key — businesses crave insight into the context in which consumers use their products, and consumers want businesses to deliver contextually relevant services. Contextual privacy enables companies to negotiate the collection and use of personal data to ensure a fair value exchange. This report explains contextual privacy, why CMOs must adopt it, and best practices including transparency, choice, and caution.

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