36% of the surveyed respondents prioritise risk mitigation more than business outcomes, AppsFlyer and MMA Global revealed.
AppsFlyer, a mobile marketing analytics and attribution platform, and MMA Global, a not-for-profit marketing trade body, jointly released its first-ever privacy benchmarking study. The survey of 150 senior marketers and data privacy leaders across various sectors explores the complex landscape of data privacy, including its current state and future trajectory.
Tami Harrigan, VP of the AppsFlyer Privacy Cloud, said, “From industry changes to global legislation and regulation, data privacy has been top of mind for marketers seemingly since 2018. For the first time, we’re now able to share with the ecosystem more transparency into how companies are delegating privacy responsibilities and business and safety priorities when it comes to data privacy. This is just a first step – companies need to focus on their proactive privacy practices, ensuring marketing teams are able to provide true choices and control to consumers, and are creating a privacy culture that focuses on consumer data needs.”
The study found three distinct orientations to data privacy, dependent on who owns the privacy strategy within the organisation and the underlying data assets available to the company. According to the study, 36% of the surveyed respondents prioritise risk mitigation more than business outcomes.
As debates over data and AI continue to shape the landscape of marketing, understanding privacy implications is a vital concern for industry-leading brands and media owners. It also introduces a new, first-of-its-kind, comprehensive framework to approach privacy as a source of competitive advantage that allows marketers to match up their own privacy preparedness to their peers who were surveyed. The key theme from the inaugural research report shows there is a growing need to further enhance privacy maturity, the gap in providing true choice and control to consumers, and a need for more investment in training and awareness.
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