Episode 179
This is the second of two shows on doing data-driven marketing, in a way that respects user privacy. No matter how much we crave, there will be fewer ways to capture it. At time of recording, Google says Chrome will stop supporting 3rd party cookies in 2024. Our choice should not be to switch to other forms of tracking, but whether we’ll go into this privacy-centric era voluntarily, or out of necessity.
Having less data on our customers may sound like it’s bad for business, but a recent book argues that it’s actually necessary to maximize your long-term ROI. The book, “Becoming a Privacy-Centric Marketing Organization,” was a co-written by a group who work together at InfoTrust. One of those co-authors is today’s guest.
Lucas holds a Bachelor’s degree from the University of South Carolina and is currently at the forefront of delivering tag architecture solutions for major corporations. Specializing in sales and business development, he leads the implementation of tag governance processes through his role in managing InfoTrust’s Tag Inspector product. His expertise spans sales and marketing strategy, web analytics, and tag management. With a focus on educating clients about the critical aspects of proper tagging and user behavior analysis, Lucas collaborates with some of the largest agencies and enterprises globally.
Timestamp/Chapters:
0:00 – Intro
2:26 – The Privacy Imperative
22:40 – Public Service Announcement
23:11 – How Privacy is Implemented
50:13 – Coordinates for Lucas/InfoTrust
People/Products/Concepts Mentioned in Show
Lucas works at InfoTrust
The book “Becoming a Privacy-Centric Marketing Organization” comes with a Risk Assessment tool
