Data-Driven Marketers, Welcome to the Next Normal

Data-Driven Marketers, Welcome to the Next Normal

As we head into August, a sense of normalcy is beginning to reign, at least here in Ontario. People are talking about returning to work and school, businesses are hiring again and international travel restrictions are easing. Beneath the surface, however, it is a brand new world - one where work-from-home and Zoom meetings will remain commonplace, where private businesses are asking for medical information (like vaccination status), where DEI committees are becoming table stakes and where fear continues as stories from around the world paint a bleak picture of the pandemic’s relentless onslaught. And in the world of data-driven marketing, disruption is no less evident. Radical digital transformation, a focus on online privacy protection, and changing customer behaviour have combined to create a new playing field for marketers - one where the rules are very different. Here are the changes we are tracking into the ‘Next Normal’: Digital transformation The online world has changed significantly; in just a few months, the already evident...
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Four principles of ethical data use

Four principles of ethical data use

Have you ever thought about the amount of data your company collects on any given day? With such a vast amount of data being collected, ethical questions about what you should or shouldn’t do with that data arise, particularly when you’re dealing with sensitive or personal information.  Below we outline our four basic principles of ethical data use, so that we can keep you in good standing with your customers, prospects and society on the whole. Data ethics: more than a social dilemma We all know that consumers often exchange data for additional services or value from organizations, whether or not they realize what data they’re giving up. After all, who actually reads all the “Terms & Conditions” before clicking “Agree”? Take social media platforms as an example. Consumers must accept the terms of service before they can even set up an account. The catch is that consumers are not always aware of what they are “agreeing to”, and unfortunately there are...
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What you need to know about the Consumer Data Protection Act

What you need to know about the Consumer Data Protection Act

Jan. 1, 2023 – Put this date in your calendar and circle it in red. It's the day the second major state law governing consumer data privacy and security goes into effect, and it will likely affect your company's operations. I'm talking about Virginia's Consumer Data Protection Act – commonly referred to by its acronym CDPA, which sounds like two other major data laws, the CCPA (the California Consumer Privacy Act), and GDPR, the European Union's General Data Protection Regulation.  If your company revamped its data policies to comply with GDPR, CCPA or both, you're probably in a good position to comply with CDPA. If not, you now have 8.6 million more reasons (that's Virginia's estimated population as of 2020) to get your data processes, procedures and policies in order.  Like CCPA and GDPR, Virginia's CDPA has many implications for marketers.  In this post, I'll present a general introduction to CDPA, how it compares with CCPA and GDPR, and what you need to...
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Digital Disruption and Digital Transformation

Digital Disruption and Digital Transformation

We live in a world where technology blurs the line between the physical and the digital. This always-on environment gives emerging companies the chance to break long-held monopolies. It’s a world of incredible opportunity and innumerable pitfalls. In this fiercely competitive environment, the expression “innovate or die” rings true for all brands. Innovative leaders need one key trait to stay ahead of the competition: flexibility. Brands have to change with the times as technology transforms the way humans live and behave. Disruptive trends are emerging in the digital space. This will not only affect business operations, but transform the way we communicate with and market to customers. Innovating Business Processes with Transformative Tools We predict that chatbots, data practices, AI, and more have the potential to completely transform business practices for innovative companies. Chatbots Chatbots bridge convenience and science. But as of 2018, most customers had frustrating experiences working with chatbots. The good news is that developers are making huge strides in chatbot...
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