Embracing the Data-Transparency Opportunity...from a holistic privacy strategy: Source: Forrester, July 2019. 41% Enhanced customer trust 38% Improved compliance 35% Revenue growth

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Embracing the Data-Transparency Opportunity

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Topics

What are GDPR and CCPA?

Data & Consumer Trust

A Holistic Approach to Regulation

The Power of Personalization

3 MNI Targeted Media Inc. \ mni.com

What is GDPR?

GDPR stands for General Data Protection Regulation.

It’s a data-use regulation European Union (EU) law designed to protect the privacy of individual citizens.

As consumers feel more empowered, they expect more from organizations they interact with, including visibility into how their data is used and how it is protected in the EU and the U.S.


CCPA: January 1, 2020The California Consumer Privacy Act (CCPA) goes into effect January 1st, 2020.

Similar to the European Union’s GDPR, CCPA aims to give California residents control over what happens with their personal dataand the ability to opt out of sharing it.


Data Privacy is the New Strategic Priority, according to a Forrester Study commissioned by IBM.

75% of respondents say privacy is a strategic imperative for their company.

Source: Forrester, July 2019.


Are You Ready?

Organizations are starting to embrace data privacy as a form of competitive advantage

28% of respondents have complete confidence in their firms’ ongoing ability to adhere to privacy requirements, even though 77% expect the number of data privacy regulations to grow.

When asked about compliance with the imminent California Consumer Privacy Act (CCPA), set to take effect in January 2020, nearly 80% of those whose companies must comply confirmed this is still a work in progress.



Build Trust or Lose It.There’s a clear correlation between data breaches and consumer trust.

82% agree that our consumers expect transparency and control over their personal data.

65% agree consumers are becoming more aware of their privacy rights.


Honesty is the Key to Regaining Consumer Trust.

Companies need to be upfront about how they plan to capture data and what they intend to do with it.


The Data EcosystemWhere consumers leave info.


51%

26%

23%

Do consumers trust brandswith their data?

Pragmatists Unconcerned Fundamentalists

Data and Trust

Almost 80% of customers are willing to exchange identifiable data for better services, as long as they trust the brands.

Data PragmatistsThose who are happy to exchange their personal data with businesses as long as there is a clear benefit.

Data UnconcernedThose who show little or no concern about the use or collection of their personal data.

Data FundamentalistsThose who are unwilling to share personal information under any circumstances.

Source: Global data privacy: What the consumer really thinks, May 2018; GMDA.


First-Party Data

Access your data in three ways:

1. Offline DataWork with a Data Management Platform (DMP) to layer proprietary data onto your plan.

2. Offline On-Boarding If you have first-party data but don’t work with a DMP, find a trusted partner to set one up.

3. Pixel Data Leverage the power of pixels to secure first-party insights.


Consumers are Driven by Context The device we choose to use at a particular time is typically influenced by our context:

The amount of time we have/need

The goal we want to accomplish

Our location

Our state of mind/attitude

Desktop/Laptop

Office or home use.

Productive, task oriented.

Requires lots of time, focus.

Serious, research intensive attitude.

Mobile

On-the-go and at-home use.

Communicate and connect.

Short bursts of time.

Need instant information.

Magazines

Primarily used at home, waiting areas.

Entertainment, browsing, learning.

Leisurely sense of time.

Lean back and soak in content.


Targeted Ads Are Good for Everyone

33%

38%

35%

46%

41%

47%

48%

56%

43%

44%

49%

38%

44%

39%

38%

35%Creating actionable data-driven insights

Personalized experiences across digital channels

Cross-device targeting

Multichannel attribution

Real-time campaign optimization

Predictive analytics

1:1 targeted customer engagement strategies

Personalized experiences across all channels

Source: Forbes, November 2018; eMarketer, 2018.

86% of customers say personalization affects their purchase decisions.

Here’s how marketers are using data to meet consumers’ needs.


Benefits Beyond Compliance Benefits companies have already realized, or expect to realize,

from a holistic privacy strategy:


41%Enhanced

customer trust

38%Improved

compliance

35%Revenue growth

32%Improved customer

experiences

36%Improved customer

retention

37%Improved data

governance policies

30%Reduced risk of

enforcement action/regulatory

fines


Safety & Trust

Data safety—be

responsible, be honest,

and self-regulate.

Data personalizes

user experiences

across platforms.

Data context

matters in

messaging.

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EmbraceData-TransparencyTo learn more, contact your local MNI Representative.

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Embracing the Data-Transparency Opportunity...from a holistic privacy strategy: Source: Forrester, July 2019. 41% Enhanced customer trust 38% Improved compliance 35% Revenue growth