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#NoConsentNoFuture
A customer-centric culture of transparency, consent and control will drive marketing future. #NoConsentNoTracking
There is still a lot of talk about the legality of Google Analytics and the transfer of data between the EU and the US in general.
It was written in the sky that there would be rapid developments. Big Tech have armies of lawyers and lobbyists, and the stakes are just too high for the US to let billions of dollars slip out of its borders.
The law will likely be changed and there will certainly be an agreement between the EU and the US. However, laws and agreements are not enough to change a corporate culture. When I met Christopher Wylie he said, “To change politics you need to change culture.” The challenge we face in digital marketing is a culture problem — a culture in which we have lost sight of what is most important: building customer trust.
Instead, in the face of so-called cookieless future, we’re told to collect even more first-party data by the very same people who sold us on their martech and adtech magical solutions. This will inevitably lead to more privacy risks for customers.
We look at the data and forget about the people — what do they really want? Thanks to Big Data and machine learning, we look to automate…