Vision Report

The Privacy Imperative For CMOs

Use Contextual Privacy To Meet Customer Expectations

August 23rd, 2024
Stephanie Liu, Senior Analyst
Stephanie Liu Senior Analyst
With contributors:
Emily Collins , Anna Hoskins , Christine Turley

Summary

In the age of internet-connected devices and privacy-empowered consumers, 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 strategize on the collection and use of personal data to ensure a fair value exchange. This report explains contextual privacy, why CMOs must adopt it, and how to get started.

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