What’s in the way?
Marketers worry privacy hurts performance but our data shows the opposite. What are the roadblocks in their way?
Hurdles ahead: measurement, ROI and complexity
Perhaps it’s a hangover from all the years that data privacy was seen as a performance killer, or a lack of confidence in the future in general. Whatever the reason, the industry needs to shift its mindset to unlock the full potential of Privacy-Led Marketing, and get a clear understanding of any barriers in their way.
Google’s Gasiewski underlines that the challenge isn’t just regulation – it’s getting every single step right: “The real challenge is the complexity – how to gather, store, analyze and use data in a way that works for the business while protecting the user.”
Argos’ Hazby agrees. Making Privacy-Led Marketing a reality requires new resources and organizational alignment, he explains: “Every step towards Privacy-Led Marketing demands engineering and technology resources – from changing website tags to updating apps. Not every marketing team has those capabilities in-house, so gaining priority support from shared teams can be a real challenge – but it pays off.”
The biggest obstacles to privacy-first success
45% Difficulty quantifying ROI
40% Legal/regulatory complexity
37% Budget or resource constraints
31% Consumer confusion
25% Lack of internal expertise or education
23% Conflicting priorities
The AI transparency gap
Without recognizing and closing that transparency gap, privacy-first strategies risk stalling before they can realize their full potential.
The Privacy Experience Agency’s Woodard says: “AI is making the current trust crisis even more challenging. But that also creates a huge opportunity for marketing teams. By showing customers that AI is being used responsibly and transparently, marketers can turn a moment of mistrust into a chance to build stronger relationships.”
say they’re comfortable with how they use consumer data to power AI-driven personalization
of senior marketing leaders don’t explain how they’re using data for AI
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