Marketers Say: Privacy Builds Trust; Third Party Vendors are Risks

A survey released this week about marketing and privacy reinforced some of the key messages that Clarip has been talking about for the past year. The Demandbase survey was based on responses from 255 marketing professionals around the world at mid- to large-size businesses in June 2018.

Some of the key information contained in the survey response:

– Over 90 percent of respondents believe that ensuring data privacy will help build trust with customers and deliver a better customer experience.

Clarip: The connection between privacy and trust is an important one for businesses that are looking to justify their investment in consent management or other privacy tech. For too many companies, privacy is currently treated as a compliance issue, an expenditure to save themselves from a government investigation, rather than an opportunity to create a competitive advantage and generate additional revenue. As marketers get more and more data to support this investment, we will start to see more companies pursue privacy offensively rather than defensively.

– 73% of marketers identified customer expectations as a reason for protecting user data.

Clarip: It was the top selection among the ten potential reasons listed in the survey. Legal responsibilities and government legislation were the number two and three selected reasons. This is an important piece of data from marketers because it shows that they are no longer treating it as primarily a compliance issue. If privacy by design is going to work, then there has to be buy in to the concept from professionals in disciplines outside of privacy. If marketers recognize that privacy protections are integral to meeting customer expectations, then other departments will as well.

– 80 percent of companies are concerned that their MarTech vendors might be setting them up for GDPR fines.

Clarip: Our Data Risk Intelligence scanner helps businesses identify the third-party vendors that they are using on their website so that they can accurately disclose their privacy practices and put contractual agreements in place to protect user data and comply with privacy laws (like GDPR and the upcoming California Consumer Privacy Act). As fines are issued, we expect that more companies will recognize the importance of conducting automated data mapping to identify the flow of information to third-parties from their website. Third party vendors have been one of the largest sources of cybersecurity risks, and they are going to be big privacy risks as well.

Improve Data Privacy for GDPR or CCPA with Clarip

The Clarip team and privacy management software are ready to meet your compliance automation challenges. Click here to contact us (return messages within 24 hours) or call 1-888-252-5653 to schedule a demo or speak to a member of the Clarip team.

If compliance with the California Consumer Privacy Act is your focus until 2020, ask us about our CCPA software. Handle automation of data subject access requests with our DSAR Portal, or provide the right to opt out of the sale of personal information with the consent software.

Need to improve your GDPR compliance solution? Clarip offers modular GDPR software that can fill in gaps in your privacy program. Choose from the data mapping software for an automated solution to understanding your data collection and sharing, conduct privacy risk assessments with DPIA software, or choose the cookie consent manager for ePrivacy.

Click here to contact us (return messages within 24 hours) or call 1-888-252-5653 to schedule a demo and speak to a member of the Clarip team.

Other Blog Posts on Third Party Vendors:

Vendor Risk Management Lessons Coming From Facebook
Vendor Risk Management at Facebook Back in Headlines
Third-Party Vendor Risk Management and Privacy Back in Spotlight with Google+
Marketers Say: Privacy Builds Trust; Third Party Vendors are Risks