We’re in the middle of a paradigm shift within MarTech and AdTech. With Apple updating its privacy policies along with the release of iOS 15, and the course reversal from Google that delays the death of third-party cookies until 2023, the privacy landscape is changing on a daily basis. This causes many of us as marketers to pivot, often quickly.

Because of this massive marketing industry transformation, marketers, as we should be, are center stage in data privacy discussions.

But data privacy isn’t enough—certainly not in an era of tech companies’ self-regulation. Instead, we believe that an organizational emphasis on data ethics helps marketers and the companies that we represent embody a human-centered approach to data privacy and protection. It creates a set of standards and principles that ensure that everybody within a company is operating under the same set of guidelines that take data governance beyond legal and regulatory compliance and instead consider what is fair, and what is right.

That’s why the “Golden Rule” no longer applies for marketers. There’s a common phrase: “Treat people the way you want to be treated.” When it comes to data collection, storage, and use, as marketers we must consider the Platinum Rule instead: treat people—and their data—how they want to be treated. As professionals aware of how meaningful customer and prospect data can be to a marketing campaign, we often forget that not everyone is willing to provide the information needed to create the highly personalized campaigns that we aim to deliver. The Golden Rule doesn’t hold up in the era of data ethics.

To explore the concept of data ethics and its benefits further, we recently hosted a webinar moderated by Acoustic CMO Norman Guadagno, featuring a panel comprised of Sharon Zezima, General Counsel and Chief Data Ethics Officer at Acoustic and Karen Silverman, CEO & Founder of the Cantellus Group.

8 key themes that emerged from the discussion include:

First, do no harm. We need to think about the unintended consequences of our data, and our usage of that data. No CMO or customer experience leader wants to be “creepy.” When focused on tactics purely from a privacy perspective, it’s difficult to articulate customer experiences that are intrinsically harmful. Data ethics allows for a more fulsome, strategic discussion among business leaders.
Ethics are who you are, not what you do. Historically, marketers created a campaign and then checked with somebody else (usually a lawyer) to make sure it didn’t break any rules before it went out into the world. That’s not the way forward. Data privacy and protection can’t be a “check the box” task. An emphasis on data ethics ensures considering the implications—both intended and unintended—of data usage prior to campaign execution.
Workarounds are not the answer. Following Apple’s privacy announcement, there’s great interest in understanding how to circumvent the impending inability to understand traditional email engagement metrics. “Workarounds” and “ethics” aren’t compatible, though—don't be focused on how to game the new system; instead, figure out how to stay a step ahead. Through organizational Data Ethics Principles, business leaders can think beyond “What’s the next law, and how do we ensure we’re compliant?” Also evaluate: where are the trends? What do consumers care about?
Data ethics is a company differentiator. While tech grew quickly without always considering its implications, particularly from a data perspective, laws and regulations have caught up, and consumers are increasingly active in the protection of their personal data. Companies that go beyond what’s required and instead do what’s just will be rewarded.
Human-centered data policy is a growing trend. People are affected by every data policy and practice. We must keep the consequences for real humans in mind as we make decisions and create processes that affect data.
Collaboration mitigates risk. A shared set of guidelines or principles allows us as marketers to not only ensure that everybody internally has the same perspective when it comes to collecting, using, and storing customer or prospect data, it also allows brands to ensure third-party partners and agencies are also operating within the same parameters. At the same time, it’s smart for marketers to work closely with our legal and compliance partners. We'll benefit from their guidance and expertise on these issues, and we’ll make their jobs easier, ultimately.
Design privacy experiences for consumers. The “first click” or the first page of a privacy notice should be simple, visually compelling, and easy-to-understand. Don’t default to the complex, lengthy privacy agreement. Offer a short-form version that consumers can digest, building brand affinity in the process.
Data ethics matters for your employees, too. If employees don’t think their employers are using their information responsibly and employers can’t explain exactly how data is being used, it creates retention issues. Transparency bolsters employer brand.

Ultimately, while this latest shift in data privacy may seem intimidating, it’s an opportunity for us to innovate. We need to move measurement away from third-party metrics that we can’t control, like open or click-through rates, and focus more on customer lifetime value and overall marketing ROI.

In a time where transparency and authenticity are valued more than ever, brands that are upfront about their data practices, integrate ethical considerations into the fabric of their company, and encourage internal collaboration, will succeed. Respecting privacy is ultimately respecting people as human beings—let's embrace this as individuals and an industry.

If you missed our discussion, the replay is available here. You can also get in touch with us today if you’re interested in learning more about ethical data practices in marketing.

The Platinum Rule: treat people (and their data) how they want to be treated

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