Marketing Data Governance: Making Sense of the Current Legal Landscape
In today’s digital world, with the rich streams of customer data now available come important responsibilities in data governance. From the vendors we choose to work with, to the policies and practices we have in place, today’s marketers are increasingly responsible for ensuring customer data is handled with the utmost concern for security and privacy. In this session at Digital Velocity 2016, Chris Slovak, VP of Global Sales Solutions at Tealium, and Maltie Maraj, Senior Counsel at Tealium, detail the current legal landscape (in marketers’ terms!), and provide guidelines for a more comprehensive approach to data governance and informed technology decisions.
RecordedMay 27 201631 mins
Your place is confirmed, we'll send you email reminders
In just 7 months from now the California Consumer Privacy Act (CCPA) will go into effect. This new privacy legislation is slated to be one of the toughest data privacy laws in the US and reflects a global trend of the growing importance for brands to invest in data governance, security, orchestration and automation. Regulatory compliance is now equating to the quality of a company’s brand.
Most brands are quickly trying to ramp up and understand how to comply for CCPA but are left wondering what CCPA means for them, what the differences are between CCPA and GDPR and what key initial steps towards compliance they need to be taking.
The CCPA reinforces the modern theme that operating a real-time, secure, and auditable platform for collecting, enriching and activating customer data has become mandatory - not only for compliance objectives, but also for new revenue and customer loyalty goals. Hear from both a legal and a technological perspective and earn:
- The differences between GDPR and CCPA
- How crucial it is to have your customer data governed in an automated fashion to ensure compliance with both laws
- What specific rights each regulation focuses on
- The legal and technologist approach to ensuring compliance with both
- How ensuring the vendors and martech solutions you’re working with can help ensure compliance and overall data governance
It’s crucial that organizations start focusing more on people, and less on campaigns, when it comes to launching successful personalization strategies that exceed customer expectations. Most brands are focusing on leveraging Campaign Orchestration to enable personalization with their data, however, the secret weapon to really connecting data between multiple teams, tools and technologies is Customer Data Orchestration.
Confused as to what each approach is? And why one is more impactful for your business than the other? We don’t blame you as both approaches aim to capture and synchronize customer data across multiple technologies in the hopes of delivering more relevant and personalized experiences for customers.
Join to learn the differences between Customer Data Orchestration and Campaign Orchestration, as well as:
- Why personalized experiences are so important to the customer journey
- How to see data as an asset (and leverage people, technology and processes) to see it as your company’s greatest competitive advantage
- Key benefits and differences between Customer Data Orchestration and Campaign Orchestration (and which strategy your brand should be employing)
- How to put Customer Data Orchestration into play in your organization
- Use case examples of why Customer Data Orchestration is so crucial to a brand’s personalization success
Customers today expect the brands they’re interacting with to know exactly who they are - they are revealing their likes, dislikes and giving organizations massive amounts of behavioral and engagement information when they interact with companies digitally. In fact, 86% of buyers are willing to pay more for a great customer experience. But are brands delivering?
The goal of any mature customer data organization should be to leverage unknown and known customer data to create the exceptional experiences their customers are demanding. Rather than being reactive to customers, imagine being able to act on the behavioral signals they provide, in real-time. Yes, it’s possible to meet your customers right where they are in their journey and deliver what they need.
Join this webinar to learn:
- How to use digital experience data to act, rather than react, to consumers who are interacting with your brand
- Key strategies for orchestrating and combining customer behavior and experiences with other online and offline data points
- Real-world use cases and examples that top brands have put into place to optimize the customer experience
- And so much more
Ted Sfikas, Director of Solutions Consultants, NA & LATAM, Tealium
The California Consumer Privacy Act (CCPA) will go into effect January 1, 2020 and is slated to be one of the toughest data privacy laws in the US. The law will expand and enforce the rights of California consumers in several new regulatory areas and businesses will be required to be extremely transparent about how they are collecting, using and disclosing their customers’ personal data.
This new privacy law reflects a global trend of the growing importance for brands to invest in data governance, security, orchestration and automation. Regulatory compliance is now equating to the quality of a company’s brand.
Like the recent GDPR law in the European Union, the CCPA reinforces the modern theme that operating a real-time, secure, and auditable platform for collecting, enriching and activating customer data has become mandatory - not only for compliance objectives, but also for new revenue and customer loyalty goals.
Join this webinar to learn what the CCPA is and how it applies to your organization, as well as:
- Consumer rights under the CCPA
- Key requirements and compliance details
- The impact CCPA has on your company
- A strategic roadmap to CCPA compliance
- The role of a data supply chain in CCPA
- And so much more!
Kyle Brierley, Director, Global Integrated Solutions, Tealium & Jason Miller, VP Product Strategy, Clicktale
Providing a stellar customer experience starts with having good data - data that is clean, correlated and unified. But as most brands attempt to reach their customers on different channels and devices, the data being collected becomes fragmented across the organization and is difficult to take action on.
Join us to learn:
- How to align online and offline data into a single, 360 view of your customer
- Key ways to segment data to power the experiences your customers expect most
- Top strategies to accomplish identity resolution and visitor stitching capabilities
- How to turn data insights into action in your organization
Prolet Miteva, Sr Product Manager, Analytics, Autodesk
Siloed, fragmented and disparate data sources have become a challenge that are all too common for brands today. There are many processes and procedures brands should put into place to remove those silos so they can see a single view of their customer – but the first step in unifying data starts with unifying people.
Join us for a lively discussion on:
- Aligning your organization towards a shared goal
- 3 keys to creating a high performing data and analytics program
Successful brands understand the important role humans play in the evolving technological landscape. It’s critical we understand and continue to learn key strategies, tactics, and recommendations on how to optimize the customer journey with human capital and technology.
Join us for a 30-minute discussion on:
- The importance of lateral thinking in digital analytics
- The 3 components of building an impactful digital analytics programs
- How creative thinking can make the difference between an acceptable customer experience and an optimal customer experience
According to eMarketer, consumers spend almost 4 hours per day on their mobile devices. That’s almost 1500 hours in a year that brands have the opportunity to provide incredible mobile experiences, no matter the device, location or channel their customer is interacting on. Many brands are unsure how to set up a seamless mobile experience, how to optimize their mobile apps to deliver the best experience possible or even how to install SDKs.
Join this 30-minute webinar to learn:
- Current trends in the mobile space
- App optimization strategies
- Use cases for implementing mobile experiences in Tealium’s UDH
Business models are fundamentally changing based on the experiences consumers are having with brands. And this disruption is driven by data -- the language of those relationships. Organizations are now understanding the power in data to guide an experience and understand what consumers are telling them.
Join us to learn how to create exceptional customer experiences through data. During this webinar, we’ll discuss:
- 5 factors that are changing a customers experience
- How data plays a critical role in creating engaging and meaningful moments
- 5 mandates for adjusting to the evolving expectations of customers
Ted Sfikas, Director of Solutions Consultants, North America and LATAM, Tealium
Having a clearly defined data strategy is a necessity in creating exceptional moments with customers and ensuring long-term brand loyalty. Yet most organizations aren’t sure which strategies and methodologies need to be implemented to ensure accurate and seamless alignment of data within the overall business strategy.
Join this webinar to learn:
• Why a data supply chain is critical in creating a high performing data and analytics program
• How to build a data supply chain
• 4 ways data-as-a-service becomes a necessity for organizations
• How to standardize how data is requested and received
The GDPR 2018 brought a once-in-a-lifetime change to the legal basis on which individuals share their data with organizations. Brands are ensuring that their data-driven practices are in line with the regulation, but what do consumers think of the new law? How do they expect their data to be used and do they intend to exercise their new rights?
Join us for a behind the scenes look into how aware consumers are of the way data is collected from their mobile and digital footprint, as well as how businesses rely on these data streams to deliver personalized services and a better customer experience. Register now and learn the:
- Pivotal changes to the data landscape
- 7 key findings from consumers on how they view their own data
- Key strategies and steps to dramatically improving consumer brand trust
- And so much more!
Jared Geurts, Senior Director, Analytics, Utah Jazz
The NBA Utah Jazz wanted to unlock the power of its customer data to offer personalized ticket packages and offers. Its previous strategy – where all users received the same marketing messages at the same time – did not utilize customer data insights and served only to promote the offers the team thought were best, rather than listening to the needs of customers.
Watch this main stage presentation from Digital Velocity San Francisco to see how the Utah Jazz adopted a new approach that enabled them to fully understand each individual customer and serve personalized offers according to their past behavior and preferences.
Kyle Brierley, Director, Global Integrated Solutions
When it comes to your experimentation program, you’re only as reliable as the data you use. When customer data is siloed and fragmented, it impacts the user experience and internal operations. You need to ensure your team is leveraging the most comprehensive visitor and event-level data to build better cross-device user experiences and create highly targeted experiments and personalization strategies for audiences.
In this webinar, you’ll learn:
- How to fuel better user experiences with centralized, comprehensive, and enriched data
- How to stitch together anonymous and known visitor data and then leverage those audiences to generate more consistent cross-device experiences
- How to leverage both online and offline data to deliver a seamless user experience across devices
- How to connect client-side and server-side integrations for increased performance and real-time experiences
Danny Moschke, Digital Strategist, Tealium EMEA & Korbinian Spann, Data Management Industry Expert
Data should not be underestimated as it is a company's greatest asset. The ability to collect customer data from multiple sources of interaction and act on it in a unified way is key to generating leads, increasing conversions and improving customer experiences.
Join this interactive discussion to learn:
- The relationship between data and revenue
- How data sources can be used and the insights garnered
- What are common problems and how to solve them
- The role of data across your sales cycle
- 5 Steps you can take to start driving sales leads and conversions from your data
Ted Sfikas, Director of Solutions Consultants, North America and LATAM, Tealium
Machine Learning (ML) is a new field, and there is a competitive advantage to those first adopters. Yet, many companies are buying ML technologies and developing strategies before they have taken the appropriate step back to evaluate whether their data is ready or not.
In this webinar, we’ll explore the evolution of Machine Learning as part of the broader data science discipline, and discuss why the fundamental need for data readiness is so crucial. Learn key steps to evaluate the readiness of your data and review how a governed data supply chain using automated orchestration can deliver a reliable engine for Machine Learning platforms today.
Catherine Ballantyne, APAC Director for Solutions Consulting, Tealium
85% of CEOs believe technology will transform their business more than any other global trend, according to PwC. And at the heart of that digital transformation is customer data.
Yet how many businesses are truly able to align their organization and data around their customer and the high expectations that they have? Join this webinar to learn:
- Why a data supply chain is the foundation of exceptional customer experiences (and how to create one)
- The customer data orchestration imperative across multiple teams, technologies and touchpoints
- 4 key digital transformation steps and strategies
- A simple framework to follow in creating a digital transformation roadmap to start executing today
Attendees will learn how to pair your best-of-breed marketing technology with robust data strategies to deliver the experiences your customers expect most.
Data is the main contributor to business growth and your strongest competitive advantage. And real-time data insights can increase revenue within your business. But with an infinite number of data sources to consider, standardising on data collection and management is a complex process.
Despite the Digital Transformation movement, many businesses and professionals express uncertainty around where to start. Join this webinar to:
- Understand the common challenges with data collection and ownership and why they occur
- Know the data specialists available, when and how they can help
- Appreciate the correlation between quality, real-time data and business revenue
- Follow best practices in data collection and ownership to move your Digital Transformation forward
Joe Christopher, VP Analytics, Blast Analytics & Marketing
Successful brands know that having quality customer data drives greater business success and more engaged customers. Yet organizations of every size continue to struggle with making data-driven decisions as a result of poor quality data.
Join us to learn specific recommendations, tactics, and keys to success in building a data-driven culture that will power high performing data and analytics programs, including:
- 3 key practices to creating a high performing data and analytics program
- Why data quality matters
- How to measure your brands data maturity level (and why it matters!)
- How to make more data-driven decisions leveraging data governance learnings
Chris Slovak, VP Global Solutions Consulting, Tealium, & Dan Robinson, CTO, Heap
Data is the most important asset a business has and it’s everywhere, but harnessing it to be used in a powerful way can be a challenge. Trusting that it’s clean and accurate can be even harder. So how do you actually channel all your data from disparate sources and use it to create web experiences for your customers that inspire and delight?
Join "How to Use Data As A Strategic Advantage: A Modern Approach To Data Supply & Analytics" to discover:
- 3 different types of data and why it’s crucial your brand understand the power behind each
- Why it’s important to see and use data as a strategic mandate in your organization
- How to incorporate insights about customer behavior into product strategy to drive continuous improvement and optimization
- Key strategies for enabling consistent, impactful experiences across every digital touchpoint
The webinar will end with a live fireside chat on tactics, tricks and recommendations you can put into play with your own organization to start making your brand's data more strategic starting today.
Chris Morgan, Sr Solutions Consulting Manager, Tealium & Dan George, Solutions Consulting Operations Manager, Tealium
Organizations that want to compete in today’s fast-paced consumer market know that customers must be at the center of everything they do. This means providing the right experience at the right time, which requires real-time data and the the correlation of data across all customer experiences.
Brands are turning to Customer Data Platforms (CDPs) and Data Management Platforms (DMPs) to help capture, correlate and manage their customer data, but many are confused as to exactly what each technology is and which solution is better suited for their organization based on the feature set of the platform at hand.
Should brands focus on providing the best end-to-end experience or on acquiring new customers? Register now and learn:
- Key differences between CDPs and DMPs
- Top benefits of each technology and how they co-exist
- Why pairing your CDP and DMP drives a more powerful marketing stack
- And so much more!
The webinar will conclude with a live Q&A Chat with questions from the audience on all things CDPs and DMPs.
Tealium powers the new era of real-time customer engagement and marketing, enabling global businesses to unlock their customer data and create more meaningful, relevant customer experiences. The company’s industry-leading customer data platform, comprised of an enterprise tag management solution, omnichannel customer segmentation and action engine, and suite of rich data services, creates a vendor-neutral data foundation that spans web, mobile, offline and IoT.