Global brands are gearing up for the European Union’s General Data Protection Regulation (or GDPR), which will go into effect in May and change how brands collect and store data.
Rachel Lowenstein, manager of strategic innovation at Mindshare North America’s Life+
Consumers are starting to ask questions [about their data] and if you looked at any of the trade [coverage] leading up to CES, all of the questions were about consumer privacy. I think consumers are paying attention to data more and more now.
When building [voice] skills and apps, data collection has to be transparent and there’s some information that says, ‘this information might be shared.’ As marketers and agencies, we need to do more to address those questions.
If I’m a retail brand that’s focusing on fitness and health, I might have better access to data because I can see more than just how much someone is moving everyday—I can see their breath count, stress levels and things that are more rich and deep. The quality of data certainly becomes better.
Ultimately, we need to do a better job of figuring out what the threshold is for how much consumers want a personalized experience and how much they’re willing to give up to have that personalized experience.
Read the entire piece in AdWeek.