Gartner Research

Survey Analysis: Postcompliance Marketing Privacy Challenges and Opportunities

Published: 18 July 2019

ID: G00386540

Analyst(s): Joseph Enever , Evan Neufeld

Summary

In a postcompliance world, brands need to get privacy right, adjusting practices across data collection, storage and processing. Marketing leaders should use this new world as an opportunity to differentiate their brands around data and privacy stewardship.

Table Of Contents

Survey Objective

Data Insights

  • Finding 1: Marketers Cite Privacy as a Significant Challenge in Multichannel Marketing, With Factors Driving Divided Opinion
    • Privacy Compliance Is High, but a Minority of Organizations Still Lag
    • Privacy Responsibilities Span the Organization, With Significant Weight on Operational Leadership
    • Marketers’ Privacy-Related Challenges Manifest Across Regulated Industries and B2B
  • Finding 2: Event-Triggered Marketing Highlights the Relationship Between Marketing Tactics and Data Privacy
  • Finding 3: Marketers Are Conscious That Challenges Around Privacy Will Continue Throughout 2019
  • Finding 4: Privacy-Conscious Marketers Acknowledge the Value of Customer Empowerment
  • Methodology

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