Data

The Sustainability of Data and the Skeptical Consumer

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By Chet Dalzell

As long as I’ve been in this business, privacy has been an industry priority for marketers.

Just as it should be.

When our entire professional lives depend on continued commercial access and application of data, then consumer acceptance must be a first-and-foremost focus.

First-party, second-party, third-party — the sustainability of data depends on trust.

But permission is not the only arbiter of consumer acceptance. Relevance matters, too. What do we do with such data — and do we do it effectively? Can we demonstrate wise, responsible use of consumer information to improve the customer experience?

Yes we can, and yes we must.

It’s been a busy two weeks for data “love.”

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Headshot of Chet Dalzell

Chet Dalzell

Marketing Sustainably: A blog posting questions, opportunities, concerns and observations on sustainability in marketing. Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of integrated marketing. He serves on the ANA International ECHO Awards Board of Governors, as an adviser to the Direct Marketing Club of New York, and is senior director, communications and industry relations, with the Digital Advertising Alliance. Chet loves UConn Basketball (men's and women's) and Nebraska Football (that's just men, at this point), too! 

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