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This article is sponsored by e-Spirit.
The marketing technology sector is exploding. According to marketing expert Scott Brinker, the martech landscape has grown to 8,000 solutions – a 5,233% growth over a period of 10 years.
This dizzying array of tools, technologies and products presents digital marketers with an unprecedented opportunity to capture interest from potential customers. But in order to navigate the landscape successfully, marketers need to eliminate complexity, streamline execution, and manage compliance challenges, while delivering the right amount of personalisation.
Here are five steps marketers can take to improve their marketing efforts and secure a positive ROI.
Step 1: Get your infrastructure right
Tuesday, July 20, 2021
As we mentioned in the early days of the pandemic, COVID-19 has been accompanied by a rise in cyberattacks worldwide. At the same time, the global response to the pandemic has accelerated interest in the collection, analysis, and sharing of data – specifically, patient data – to address urgent issues, such as population management in hospitals, diagnoses and detection of medical conditions, and vaccine development, all through the use of artificial intelligence (AI) and machine learning. Typically, AIML churns through huge amounts of real-world data to deliver useful results. This collection and use of that data, however, gives rise to legal and practical challenges. Numerous and increasingly strict regulations protect the personal information needed to feed AI solutions. The response has been to anonymize patient health data in time-consuming and expensive processes (HIPAA alone requires the removal of 18 types of identifying information). B
Tuesday, July 20, 2021
To note the one year anniversary of the California Consumer Privacy Act (CCPA) enforcement date, California Attorney General Rob Banta held a press conference on July 19, 2021 to share key information about enforcement efforts and announce a new consumer privacy tool. He also praised businesses for their prompt compliance efforts and urged consumers to be proactive about their privacy rights.
Attorney General Banta began by sharing compliance data, which his office deemed satisfactory, if not encouraging: “To date, 75% of businesses that received a notice to cure addressed the alleged CCPA violations within the 30-day window. The remaining 25% are either within their 30-day window or are under an active investigation.”
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