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Omnichannel Marketing and Data Privacy in 2021Data Law and Security Experts Help
Navigate the New Landscape
January 20, 2021
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Today’s Speakers
Len LombardoChief Information Security Officer
• • • • • • • • • • • • • • • • • • • •Infutor Data Solutions
Ken DreifachShareholder, ZwillGen, PLLC
• • • • • • • • • • • • • • • • • • • •ZwillGen, PLLC
www.zwillgen.comEmail: [email protected]
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A Changing Digital Landscape
Omnichannel Marketing and Data Privacy in 2021:
• The 3rd-party cookie continues to crumble with Chrome joining the other major browsers, deprecating by 2022
• CCPA was fully rolled out in 2020, and CPRA will go into effect in 2023
What Will Rise in Prominence?
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Unified IDs/Hashed Emails Walled GardensInvestments in Other Channels
The Importance of First-Party Data
Name: Jonathan R. Smith
Aliases:John SmithJonny SmithJR Smith
Address History: 126 N. Main St. Chicago, IL 60617534 W. Broad St. Chicago, IL 60624190 Michigan Ave. Chicago, IL 60616
Date of Birth: 5/12/1967
SSN: xxx-xx-9441
Phone Number: (312) 555-5248 (mobile)(312) 555-1986 (landline)
Email Address: [email protected]
IP Address: 192.12.548.1
Business Phone: (312) 398-5901
Business Email: [email protected]
Marital Status: M
Deceased Flag: N
Customer Loyalty Number: 0569841
Purchase History:9/12/2017, $535.587/13/2017, $223.86
Device ID: f07a13984f6d117u
Online Browsing History
Online Purchase History
Email programs:Facebook audiences, email, programmatic
Segment: apparel buyer,homeowner, high net worth,children, online shopper
Purchasing Power Score: B
Chapter 7 or 13 BK: N
Automobile: 2009 BMW 325i
VIN #: WBGDG83649A005289
Homeowner: YSale Date 05/2007Sale Price: $362,500Mortgage Amt: $290,000
Lifestyle: Avid Investor: YDonor to Charity: YMen’s Apparel Buyer: AHigh-tech Enthusiast: YCooking and Wine: A
In-Market Intelligence Score:New Automobile: 90Auto Insurance: 80
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Building Your Own First-Party Data
Google Analytics
Mobile apps
Social media
Surveys / Polls
Emails
SMS
Beacons
CRM systems
Live chat
Ticketing systems
Digital carts
Progressive profiling
Loyalty programs
Newsletters
Contests / sweepstakes
Purchase data
Subscriber information
Survey responses
Offline databases
Name
Phone
Mobile
Address
IP Address
Second Party Data
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Third-Party Data Fills the Gaps
Name
Phone
Mobile
Address
IP Address
Additional contact points
Demographics
Lifestyle attributes
Behavioral
Segmentation clusters
Predictive Intelligence
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Data Breakage and Data Hygiene
Almost 4 millionfamilies have children
(Accenture)
About 1 in 9consumers move
(U.S. Census)
50 Million phonenumber changes
(Infutor ID Graph)
1 in 3 changesemail addresses
(Accenture)
4 connected devices,3+ emails, 19 cookies
(IAB)
More than 4 millionpeople marry
(CDC)
30% or moreof DMS/CRM data is inaccurateor incomplete(Infutor Identity Graph)
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More Threats to More Data
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Legal Considerations
Privacy Disclosures
Marketers are generally required by law – and
often contractual obligations – to clearly
disclose how they collect and use consumer data.
Financial Incentives
Consult with your legal counsel before providing
consumers with any financial benefits for providing more data.
Consumer Opt-Outs
Laws like CCPA, self-regulatory codes, and in many cases agreements
with clients, require organizations to give
consumers ways to opt out of marketing messaging.
Deletions and Data Access
The CCPA requires companies holding
Personally Identifiable Information to honor any
“deletion” or “data access” requests
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Questions for Your Data Provider
•How is the data protected?
•What is the organization’s policy on data minimization?
•What are other standard policies reassure that their platform – and your data – will be secure?
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Q&A
Ken DreifachShareholder, ZwillGen, PLLC
• • • • • • • • • • • • • • • • • • • •ZwillGen, PLLC
www.zwillgen.comEmail: [email protected]
Len LombardoChief Information Security Officer
• • • • • • • • • • • • • • • • • • • •Infutor Data Solutions
