Hasta La Creative!

If data is the fuel of business revenue, then trust is the vehicle that transports us safely to a fruitful customer relationship. Trust is built carefully over time, but can be destroyed in an instant. What would the impact be to your business if there were a media expos about how your firm’s consumer data is misused, breached or used without notice, choice or permission?

Scary as it is to think of, marketers must protect their precious brands with a commitment to data stewardship. It’s the new imperative for every marketer: To assure that data is used responsibly to earn consumer trust.

Nearly all of our modern marketing mandates are focused on analytics that transform data into actionable insights, testing new technologies, moving manual work to programmatic approaches, and automation innovations. All of those run on consumer data. In all our exploration of new technologies and data platforms, we must remember that the line between customer delight and annoyance is thin.

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