New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Accountability can help employees see how many times they have accessed personal data as compared to their colleagues.

This piece argues businesses should act as data “custodians” and use customer data only for their best interests. Marketers can create a monthly or quarterly data accountability report to offer transparency and peer-accountability while using consumer data.

Organisations can celebrate the teams that use customers' minimum personal data and still effectively perform their jobs, to reinforce the prioritisation of privacy. Marketers can also share valuable data insights after examining broad sets of anonymised data, to their customers, to help them make informed decisions.

Employees can pair up together to access sensitive information to reduce the probability of intentional data misuse and human error. Companies can also form a multi-faceted privacy committee to bring internal stakeholders together to decide about businesses’ data culture and policies.

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[5 minute read]

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