{"id":6644,"date":"2020-04-21T09:19:15","date_gmt":"2020-04-21T17:19:15","guid":{"rendered":"https:\/\/www.rangeme.com\/blog\/?p=6644"},"modified":"2024-07-11T12:16:13","modified_gmt":"2024-07-11T20:16:13","slug":"striking-a-balance-between-data-privacy-and-digital-personalization","status":"publish","type":"post","link":"https:\/\/www.rangeme.com\/blog\/striking-a-balance-between-data-privacy-and-digital-personalization\/","title":{"rendered":"Striking a Balance Between Data Privacy and Digital Personalization"},"content":{"rendered":"\n<p class=\"has-drop-cap\">Retail marketing teams must feel like they\u2019re wobbling on a tightrope these days. They face an ongoing struggle to balance the competing interests of respecting consumers\u2019 privacy by protecting shopper data while simultaneously using that data for marketing personalization. Personalized marketing includes targeted campaigns and ads, which can help retail companies earn engagement, sales, and loyalty.<\/p>\n\n\n\n<p>As a result, retailers and consumer packaged goods (CPG) suppliers must now rethink how their marketing processes can deliver meaningful communications and services without compromising the safety of consumer data.<\/p>\n\n\n\n<p>On one hand, consumers now expect personalization. Shoppers want retailers and brands to accurately anticipate their needs based on data insights related to their buying habits and preferences. For instance, studies show:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>81% of consumers want brands to get to know them better.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_1');\" onkeypress=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_1');\" ><sup id=\"footnote_plugin_tooltip_6644_1_1\" class=\"footnote_plugin_tooltip_text\">1<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6644_1_1\" class=\"footnote_tooltip\">Personalized Marketing is More Than Just a Name. Salesforce. January 3, 2018.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6644_1_1').tooltip({ tip: '#footnote_plugin_tooltip_text_6644_1_1', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/li>\n\n\n\n<li>61% of consumers want companies to prioritize personalization.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_2');\" onkeypress=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_2');\" ><sup id=\"footnote_plugin_tooltip_6644_1_2\" class=\"footnote_plugin_tooltip_text\">2<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6644_1_2\" class=\"footnote_tooltip\">Study: Online Shoppers Desire Personalization, But Demand Privacy. MarTech Series. Feb 25, 2020.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6644_1_2').tooltip({ tip: '#footnote_plugin_tooltip_text_6644_1_2', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/li>\n\n\n\n<li>91% of consumers are more likely to shop with brands that send them relevant offers and recommendations.<\/li>\n<\/ul>\n\n\n\n<p>Meanwhile, consumer mistrust continues to grow, especially after recent high-profile data leaks.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_3');\" onkeypress=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_3');\" ><sup id=\"footnote_plugin_tooltip_6644_1_3\" class=\"footnote_plugin_tooltip_text\">3<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6644_1_3\" class=\"footnote_tooltip\">&nbsp;Walk-Morris, Tatiana. Beyond the data breach: How retail is addressing cybersecurity. Retail Dive. June 6, 2019.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6644_1_3').tooltip({ tip: '#footnote_plugin_tooltip_text_6644_1_3', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> As a result:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>73% of consumers say their concerns over data privacy are growing.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_4');\" onkeypress=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_4');\" ><sup id=\"footnote_plugin_tooltip_6644_1_4\" class=\"footnote_plugin_tooltip_text\">4<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6644_1_4\" class=\"footnote_tooltip\">Williams, Robert. IAB seeks balance between consumer privacy, ad personalization with industry-wide collaboration. Marketing Dive.Feb. 11, 2020.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6644_1_4').tooltip({ tip: '#footnote_plugin_tooltip_text_6644_1_4', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/li>\n\n\n\n<li>53% of consumers think brands and retailers should prioritize consumers\u2019 online anonymity more.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_5');\" onkeypress=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_5');\" ><sup id=\"footnote_plugin_tooltip_6644_1_5\" class=\"footnote_plugin_tooltip_text\">5<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6644_1_5\" class=\"footnote_tooltip\">\u00a0Walk-Morris, Tatiana. Companies face a &#8216;paradox&#8217; between digital personalization and data privacy. Retail Dive. Feb. 25, 2020.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6644_1_5').tooltip({ tip: '#footnote_plugin_tooltip_text_6644_1_5', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/li>\n<\/ul>\n\n\n\n<p>To help CPG suppliers strike this delicate balance, we\u2019ll look at trends and best practices related to data privacy and data personalization.<\/p>\n\n\n\n<p><strong>Data-driven technology shapes consumer behavior<\/strong><br>Smartphones are changing consumer buying habits while delivering rich data on individual shoppers\u2019 activities and preferences.&nbsp;<\/p>\n\n\n\n<p>Today\u2019s consumers are increasingly mobile-centric, as they use their smartphones to browse, research and buy products. For instance:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>69% of in-store shoppers prefer to read product reviews on their phones instead of asking a store associate, and 53% of shoppers want to find deals via their phone instead of talking with a store associate.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_6');\" onkeypress=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_6');\" ><sup id=\"footnote_plugin_tooltip_6644_1_6\" class=\"footnote_plugin_tooltip_text\">6<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6644_1_6\" class=\"footnote_tooltip\">Ibid.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6644_1_6').tooltip({ tip: '#footnote_plugin_tooltip_text_6644_1_6', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/li>\n\n\n\n<li>25% of consumers use their smartphones to research products multiple times each week and 18% use their smartphones to complete a transaction multiple times per week<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_7');\" onkeypress=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_7');\" ><sup id=\"footnote_plugin_tooltip_6644_1_7\" class=\"footnote_plugin_tooltip_text\">7<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6644_1_7\" class=\"footnote_tooltip\">Ibid.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6644_1_7').tooltip({ tip: '#footnote_plugin_tooltip_text_6644_1_7', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/li>\n\n\n\n<li>48% of consumers who shop online daily say their reliance on their smartphones for shopping has increased over the past year.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_8');\" onkeypress=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_8');\" ><sup id=\"footnote_plugin_tooltip_6644_1_8\" class=\"footnote_plugin_tooltip_text\">8<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6644_1_8\" class=\"footnote_tooltip\">Ibid.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6644_1_8').tooltip({ tip: '#footnote_plugin_tooltip_text_6644_1_8', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/li>\n<\/ul>\n\n\n\n<p>Also, despite the alluring convenience and efficiency of shopping with <a rel=\"noreferrer noopener\" href=\"https:\/\/www.rangeme.com\/blog\/the-power-of-voice\/\" target=\"_blank\">voice commerce<\/a> technology like Amazon\u2019s Alexa, 33% of consumers say the lack of security features will stop them from making more purchases using voice-enabled devices. Instead, consumers prefer to shop online using their smartphones, particularly <a rel=\"noreferrer noopener\" href=\"https:\/\/www.rangeme.com\/blog\/what-millennials-want-from-consumer-goods\/\" target=\"_blank\">Millennials<\/a>. <span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_9');\" onkeypress=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_9');\" ><sup id=\"footnote_plugin_tooltip_6644_1_9\" class=\"footnote_plugin_tooltip_text\">9<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6644_1_9\" class=\"footnote_tooltip\">Study: Online Shoppers Desire Personalization, But Demand Privacy. MarTech Series. Feb 25, 2020.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6644_1_9').tooltip({ tip: '#footnote_plugin_tooltip_text_6644_1_9', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n\n\n\n<p><strong>Why data is an emerging business issue<br><\/strong>Beyond the marketing and IT functions, CPG C-suites and business owners are now taking data management seriously.<br><br>That\u2019s because data can directly impact a retail company\u2019s reputation and brand trust. Accenture found 41% of consumers felt it was creepy to receive a text from a retail company while walking past a physical store, and 35% felt the same way about seeing social media ads for products they&#8217;ve recently browsed online. <span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_10');\" onkeypress=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_10');\" ><sup id=\"footnote_plugin_tooltip_6644_1_10\" class=\"footnote_plugin_tooltip_text\">10<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6644_1_10\" class=\"footnote_tooltip\">Sweeney, Erica. State of marketing personalization is getting worse, Accenture finds. Marketing Dive. May 4, 2018.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6644_1_10').tooltip({ tip: '#footnote_plugin_tooltip_text_6644_1_10', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n\n\n\n<p>Also, 27% of marketers feel data is the main obstacle hampering effective personalization due to ineffective approaches to data collection, integration and protection, suggesting internal processes need to reflect best practices to understand consumers better.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_11');\" onkeypress=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_11');\" ><sup id=\"footnote_plugin_tooltip_6644_1_11\" class=\"footnote_plugin_tooltip_text\">11<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6644_1_11\" class=\"footnote_tooltip\">Levine, Barry. Will personalization&#8217;s role in marketing shrink as challenges grow? Marketing Dive.Dec. 6, 2019.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6644_1_11').tooltip({ tip: '#footnote_plugin_tooltip_text_6644_1_11', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n\n\n\n<p>In addition, retail marketers must know how to comply with the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act to respect the new digital rules of consumer engagement and avoid legal issues.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_12');\" onkeypress=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_12');\" ><sup id=\"footnote_plugin_tooltip_6644_1_12\" class=\"footnote_plugin_tooltip_text\">12<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6644_1_12\" class=\"footnote_tooltip\">Farivar, Cyrus and David Ingram. California is bringing law and order to big data. It could change the internet in the U.S. May 13, 2019.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6644_1_12').tooltip({ tip: '#footnote_plugin_tooltip_text_6644_1_12', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n\n\n\n<p><strong>Strategic implications of retail data<\/strong><br>Retail companies of all sizes are trying to entangle the complex issues surrounding consumer data, and how they can affect their marketing strategy and future campaigns. That\u2019s because the effective use of consumer data can enhance the consumer experience, sales and loyalty.&nbsp;<\/p>\n\n\n\n<p>One survey found a quarter of respondents returned to a retail website to make a purchase after being retargeted with personalized digital ads specifically because the ads reminded them of a product they wanted to buy. In addition, personalized content and product recommendations, triggered messages and product searches are proven to dramatically increase retail key performance indicators \u2013 but data consent is key. <span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_13');\" onkeypress=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_13');\" ><sup id=\"footnote_plugin_tooltip_6644_1_13\" class=\"footnote_plugin_tooltip_text\">13<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6644_1_13\" class=\"footnote_tooltip\">Study: Online Shoppers Desire Personalization, But Demand Privacy. MarTech Series. Feb 25, 2020.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6644_1_13').tooltip({ tip: '#footnote_plugin_tooltip_text_6644_1_13', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-style-default is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>Data consent is key<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>However, consumer mistrust of corporate use of data has made retail marketing more complex.<br><br>A Gartner study found that, among consumers who received marketing that was personalized but irrelevant, 48% said they will unsubscribe from future communications with the brand. In addition, 14% said they would stop doing business with the brand altogether.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_14');\" onkeypress=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_14');\" ><sup id=\"footnote_plugin_tooltip_6644_1_14\" class=\"footnote_plugin_tooltip_text\">14<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6644_1_14\" class=\"footnote_tooltip\">&nbsp;Brands should avoid death by a thousand data points. Mike Herrick. Marketing Dive. Oct. 31, 2019.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6644_1_14').tooltip({ tip: '#footnote_plugin_tooltip_text_6644_1_14', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n\n\n\n<p>For these reasons, Gartner predicts 80% of marketers will drop their personalization efforts by 2025 due to poor return on investment and challenges with managing customer data.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_15');\" onkeypress=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_15');\" ><sup id=\"footnote_plugin_tooltip_6644_1_15\" class=\"footnote_plugin_tooltip_text\">15<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6644_1_15\" class=\"footnote_tooltip\">&nbsp;Levine, Barry. Will personalization&#8217;s role in marketing shrink as challenges grow? Marketing Dive.Dec. 6, 2019.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6644_1_15').tooltip({ tip: '#footnote_plugin_tooltip_text_6644_1_15', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n\n\n\n<p><strong>Best practices for retail data<\/strong><br>Retailers and CPG suppliers can improve their ability to comply with regulations, put consumers at ease and still deliver excellent marketing by applying these best practices for digital personalization and data privacy:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Empowerment:<\/strong> Give consumers control over how and where their data is used. Let them decide what kinds of messages they want to receive (like shipping notifications and promotions) and how they want to receive them (like text\/SMS or email).<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_16');\" onkeypress=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_16');\" ><sup id=\"footnote_plugin_tooltip_6644_1_16\" class=\"footnote_plugin_tooltip_text\">16<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6644_1_16\" class=\"footnote_tooltip\">Brands should avoid death by a thousand data points. Mike Herrick. Marketing Dive. Oct. 31, 2019.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6644_1_16').tooltip({ tip: '#footnote_plugin_tooltip_text_6644_1_16', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> <span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_17');\" onkeypress=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_17');\" ><sup id=\"footnote_plugin_tooltip_6644_1_17\" class=\"footnote_plugin_tooltip_text\">17<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6644_1_17\" class=\"footnote_tooltip\">\u00a0Walk-Morris, Tatiana. Companies face a &#8216;paradox&#8217; between digital personalization and data privacy. Retail Dive. Feb. 25, 2020.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6644_1_17').tooltip({ tip: '#footnote_plugin_tooltip_text_6644_1_17', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/li>\n\n\n\n<li><strong>Familiarity:<\/strong> Include some personally identifiable information to show you know your customers, including their purchase or browsing history and personal preferences.<\/li>\n\n\n\n<li><strong>Ease:<\/strong> Make it easy for consumers to complete a task or complete a purchase.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_18');\" onkeypress=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_18');\" ><sup id=\"footnote_plugin_tooltip_6644_1_18\" class=\"footnote_plugin_tooltip_text\">18<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6644_1_18\" class=\"footnote_tooltip\">\u00a0Brands should avoid death by a thousand data points. Mike Herrick. Marketing Dive. Oct. 31, 2019.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6644_1_18').tooltip({ tip: '#footnote_plugin_tooltip_text_6644_1_18', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/li>\n\n\n\n<li><strong>Relevance:<\/strong> Consumers are busy, so only send them communications that align with their shopping history and patterns.<\/li>\n\n\n\n<li><a href=\"https:\/\/www.rangeme.com\/blog\/transparency-builds-brand-trust\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Transparency<\/strong><\/a>: Clearly state what data your company collects, where it came from and how you will use it. Share your privacy policies and practices, and assure consumers that their first-party data will never be shared without their consent.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_19');\" onkeypress=\"footnote_moveToReference_6644_1('footnote_plugin_reference_6644_1_19');\" ><sup id=\"footnote_plugin_tooltip_6644_1_19\" class=\"footnote_plugin_tooltip_text\">19<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_6644_1_19\" class=\"footnote_tooltip\">Ibid.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_6644_1_19').tooltip({ tip: '#footnote_plugin_tooltip_text_6644_1_19', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/li>\n<\/ul>\n\n\n\n<p>To help retailers and CPG suppliers balance data privacy and personalized marketing, RangeMe delivers real-time data on industry trends based on consumer demand through our partnership with Nielsen. As data drives retail success, applying best practices can help companies remain confident in their data compliance and competitive with their marketing<\/p>\n<div class=\"speaker-mute footnotes_reference_container\"> <div class=\"footnote_container_prepare\"><p><span role=\"button\" tabindex=\"0\" class=\"footnote_reference_container_label pointer\" onclick=\"footnote_expand_collapse_reference_container_6644_1();\">&#x202F;<\/span><span role=\"button\" tabindex=\"0\" class=\"footnote_reference_container_collapse_button\" style=\"\" onclick=\"footnote_expand_collapse_reference_container_6644_1();\">[<a id=\"footnote_reference_container_collapse_button_6644_1\">+<\/a>]<\/span><\/p><\/div> <div id=\"footnote_references_container_6644_1\" style=\"display: none;\"><table class=\"footnotes_table footnote-reference-container\"><caption class=\"accessibility\">References<\/caption> <tbody> \r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_6644_1('footnote_plugin_tooltip_6644_1_1');\"><a id=\"footnote_plugin_reference_6644_1_1\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>1<\/a><\/th> <td class=\"footnote_plugin_text\">Personalized Marketing is More Than Just a Name. Salesforce. January 3, 2018.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi\" ><a id=\"footnote_plugin_reference_6644_1_2\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_6644_1('footnote_plugin_tooltip_6644_1_2');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>2,<\/a> <a id=\"footnote_plugin_reference_6644_1_9\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_6644_1('footnote_plugin_tooltip_6644_1_9');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>9,<\/a> <a id=\"footnote_plugin_reference_6644_1_13\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_6644_1('footnote_plugin_tooltip_6644_1_13');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>13<\/a><\/th> <td class=\"footnote_plugin_text\">Study: Online Shoppers Desire Personalization, But Demand Privacy. MarTech Series. Feb 25, 2020.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_6644_1('footnote_plugin_tooltip_6644_1_3');\"><a id=\"footnote_plugin_reference_6644_1_3\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>3<\/a><\/th> <td class=\"footnote_plugin_text\">&nbsp;Walk-Morris, Tatiana. Beyond the data breach: How retail is addressing cybersecurity. Retail Dive. June 6, 2019.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_6644_1('footnote_plugin_tooltip_6644_1_4');\"><a id=\"footnote_plugin_reference_6644_1_4\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>4<\/a><\/th> <td class=\"footnote_plugin_text\">Williams, Robert. IAB seeks balance between consumer privacy, ad personalization with industry-wide collaboration. Marketing Dive.Feb. 11, 2020.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi\" ><a id=\"footnote_plugin_reference_6644_1_5\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_6644_1('footnote_plugin_tooltip_6644_1_5');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>5,<\/a> <a id=\"footnote_plugin_reference_6644_1_17\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_6644_1('footnote_plugin_tooltip_6644_1_17');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>17<\/a><\/th> <td class=\"footnote_plugin_text\">\u00a0Walk-Morris, Tatiana. Companies face a &#8216;paradox&#8217; between digital personalization and data privacy. Retail Dive. Feb. 25, 2020.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi\" ><a id=\"footnote_plugin_reference_6644_1_6\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_6644_1('footnote_plugin_tooltip_6644_1_6');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>6,<\/a> <a id=\"footnote_plugin_reference_6644_1_7\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_6644_1('footnote_plugin_tooltip_6644_1_7');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>7,<\/a> <a id=\"footnote_plugin_reference_6644_1_8\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_6644_1('footnote_plugin_tooltip_6644_1_8');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>8,<\/a> <a id=\"footnote_plugin_reference_6644_1_19\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_6644_1('footnote_plugin_tooltip_6644_1_19');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>19<\/a><\/th> <td class=\"footnote_plugin_text\">Ibid.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_6644_1('footnote_plugin_tooltip_6644_1_10');\"><a id=\"footnote_plugin_reference_6644_1_10\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>10<\/a><\/th> <td class=\"footnote_plugin_text\">Sweeney, Erica. State of marketing personalization is getting worse, Accenture finds. Marketing Dive. May 4, 2018.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_6644_1('footnote_plugin_tooltip_6644_1_11');\"><a id=\"footnote_plugin_reference_6644_1_11\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>11<\/a><\/th> <td class=\"footnote_plugin_text\">Levine, Barry. Will personalization&#8217;s role in marketing shrink as challenges grow? Marketing Dive.Dec. 6, 2019.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_6644_1('footnote_plugin_tooltip_6644_1_12');\"><a id=\"footnote_plugin_reference_6644_1_12\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>12<\/a><\/th> <td class=\"footnote_plugin_text\">Farivar, Cyrus and David Ingram. California is bringing law and order to big data. It could change the internet in the U.S. May 13, 2019.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_6644_1('footnote_plugin_tooltip_6644_1_14');\"><a id=\"footnote_plugin_reference_6644_1_14\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>14<\/a><\/th> <td class=\"footnote_plugin_text\">&nbsp;Brands should avoid death by a thousand data points. Mike Herrick. Marketing Dive. Oct. 31, 2019.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_6644_1('footnote_plugin_tooltip_6644_1_15');\"><a id=\"footnote_plugin_reference_6644_1_15\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>15<\/a><\/th> <td class=\"footnote_plugin_text\">&nbsp;Levine, Barry. Will personalization&#8217;s role in marketing shrink as challenges grow? Marketing Dive.Dec. 6, 2019.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_6644_1('footnote_plugin_tooltip_6644_1_16');\"><a id=\"footnote_plugin_reference_6644_1_16\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>16<\/a><\/th> <td class=\"footnote_plugin_text\">Brands should avoid death by a thousand data points. Mike Herrick. Marketing Dive. Oct. 31, 2019.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_6644_1('footnote_plugin_tooltip_6644_1_18');\"><a id=\"footnote_plugin_reference_6644_1_18\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>18<\/a><\/th> <td class=\"footnote_plugin_text\">\u00a0Brands should avoid death by a thousand data points. Mike Herrick. Marketing Dive. Oct. 31, 2019.<\/td><\/tr>\r\n\r\n <\/tbody> <\/table> <\/div><\/div><script type=\"text\/javascript\"> function footnote_expand_reference_container_6644_1() { jQuery('#footnote_references_container_6644_1').show(); jQuery('#footnote_reference_container_collapse_button_6644_1').text('\u2212'); } function footnote_collapse_reference_container_6644_1() { jQuery('#footnote_references_container_6644_1').hide(); jQuery('#footnote_reference_container_collapse_button_6644_1').text('+'); } function footnote_expand_collapse_reference_container_6644_1() { if (jQuery('#footnote_references_container_6644_1').is(':hidden')) { footnote_expand_reference_container_6644_1(); } else { footnote_collapse_reference_container_6644_1(); } } function footnote_moveToReference_6644_1(p_str_TargetID) { footnote_expand_reference_container_6644_1(); var l_obj_Target = jQuery('#' + p_str_TargetID); if (l_obj_Target.length) { jQuery( 'html, body' ).delay( 0 ); jQuery('html, body').animate({ scrollTop: l_obj_Target.offset().top - window.innerHeight * 0.2 }, 380); } } function footnote_moveToAnchor_6644_1(p_str_TargetID) { footnote_expand_reference_container_6644_1(); var l_obj_Target = jQuery('#' + p_str_TargetID); if (l_obj_Target.length) { jQuery( 'html, body' ).delay( 0 ); jQuery('html, body').animate({ scrollTop: l_obj_Target.offset().top - window.innerHeight * 0.2 }, 380); } }<\/script>","protected":false},"excerpt":{"rendered":"<p>Retailers and CPG suppliers must learn the importance of delivering meaningful communications without compromising the safety of consumer data.<\/p>\n","protected":false},"author":15,"featured_media":6649,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[481],"tags":[1038,1033,471,37,775,1034,1032,1037,1029,1030,1031,1035,32,896,1028,1036],"class_list":["post-6644","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-trends","tag-best-practices-for-retail-data","tag-consumer-data","tag-consumer-packaged-goods","tag-cpg","tag-cpg-industry","tag-customer-personalization","tag-data","tag-data-consent","tag-data-privacy","tag-digital-personalization","tag-how-to-respect-data-privacy-and-still-personalize-marketing","tag-marketing-personalization","tag-retail","tag-retail-industry","tag-striking-a-balance-between-data-privacy-and-digital-personalization","tag-voice-commerce"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Striking a Balance Between Data Privacy and Digital Personalization - The RangeMe Blog<\/title>\n<meta name=\"description\" content=\"Retailers and CPG suppliers must learn the importance of delivering meaningful communications without compromising the safety of consumer data.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rangeme.com\/blog\/striking-a-balance-between-data-privacy-and-digital-personalization\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Striking a Balance Between Data Privacy and Digital Personalization - The RangeMe Blog\" \/>\n<meta property=\"og:description\" content=\"Retailers and CPG suppliers must learn the importance of delivering meaningful communications without compromising the safety of consumer data.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.rangeme.com\/blog\/striking-a-balance-between-data-privacy-and-digital-personalization\/\" \/>\n<meta property=\"og:site_name\" content=\"The RangeMe Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/rangeme\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-04-21T17:19:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-07-11T20:16:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2020-04-21-at-10.17.07-AM.png?auto=format%2Ccompress&fit=crop\" \/>\n\t<meta property=\"og:image:width\" content=\"1804\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Lisa Goller\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/strategicwords\" \/>\n<meta name=\"twitter:site\" content=\"@Range_Me\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lisa Goller\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/striking-a-balance-between-data-privacy-and-digital-personalization\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/striking-a-balance-between-data-privacy-and-digital-personalization\\\/\"},\"author\":{\"name\":\"Lisa Goller\",\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/#\\\/schema\\\/person\\\/eaa20c5c00c725c9c5154455a0e78621\"},\"headline\":\"Striking a Balance Between Data Privacy and Digital Personalization\",\"datePublished\":\"2020-04-21T17:19:15+00:00\",\"dateModified\":\"2024-07-11T20:16:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/striking-a-balance-between-data-privacy-and-digital-personalization\\\/\"},\"wordCount\":1197,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/striking-a-balance-between-data-privacy-and-digital-personalization\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rangeme-blog-images.imgix.net\\\/blog\\\/wp-content\\\/uploads\\\/Screen-Shot-2020-04-21-at-10.17.07-AM.png?auto=format%2Ccompress&fit=crop\",\"keywords\":[\"best practices for retail data\",\"consumer data\",\"consumer packaged goods\",\"cpg\",\"cpg industry\",\"customer personalization\",\"data\",\"data consent\",\"data privacy\",\"digital personalization\",\"how to respect data privacy and still personalize marketing\",\"marketing personalization\",\"retail\",\"retail industry\",\"Striking a balance between data privacy and digital personalization\",\"voice commerce\"],\"articleSection\":[\"Industry Trends\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/striking-a-balance-between-data-privacy-and-digital-personalization\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/striking-a-balance-between-data-privacy-and-digital-personalization\\\/\",\"url\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/striking-a-balance-between-data-privacy-and-digital-personalization\\\/\",\"name\":\"Striking a Balance Between Data Privacy and Digital Personalization - The RangeMe Blog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/striking-a-balance-between-data-privacy-and-digital-personalization\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/striking-a-balance-between-data-privacy-and-digital-personalization\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rangeme-blog-images.imgix.net\\\/blog\\\/wp-content\\\/uploads\\\/Screen-Shot-2020-04-21-at-10.17.07-AM.png?auto=format%2Ccompress&fit=crop\",\"datePublished\":\"2020-04-21T17:19:15+00:00\",\"dateModified\":\"2024-07-11T20:16:13+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/#\\\/schema\\\/person\\\/eaa20c5c00c725c9c5154455a0e78621\"},\"description\":\"Retailers and CPG suppliers must learn the importance of delivering meaningful communications without compromising the safety of consumer data.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/striking-a-balance-between-data-privacy-and-digital-personalization\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/striking-a-balance-between-data-privacy-and-digital-personalization\\\/#primaryimage\",\"url\":\"https:\\\/\\\/rangeme-blog-images.imgix.net\\\/blog\\\/wp-content\\\/uploads\\\/Screen-Shot-2020-04-21-at-10.17.07-AM.png?auto=format%2Ccompress&fit=crop\",\"contentUrl\":\"https:\\\/\\\/rangeme-blog-images.imgix.net\\\/blog\\\/wp-content\\\/uploads\\\/Screen-Shot-2020-04-21-at-10.17.07-AM.png?auto=format%2Ccompress&fit=crop\",\"width\":1804,\"height\":900,\"caption\":\"data privacy for consumers\"},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/\",\"name\":\"The RangeMe Blog\",\"description\":\"The RangeMe blog. A blog for suppliers, retail buyers, and service providers to learn about CPG trends, retail best practices, and how to grow your business.\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/#\\\/schema\\\/person\\\/eaa20c5c00c725c9c5154455a0e78621\",\"name\":\"Lisa Goller\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/1c63488a33388f228eaa2e122667eb734c331c1379ddf5ab9a1e9e5d9d914057?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/1c63488a33388f228eaa2e122667eb734c331c1379ddf5ab9a1e9e5d9d914057?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/1c63488a33388f228eaa2e122667eb734c331c1379ddf5ab9a1e9e5d9d914057?s=96&d=mm&r=g\",\"caption\":\"Lisa Goller\"},\"description\":\"Lisa Goller is a marketing and communications professional with over 20 years of experience serving retail, consumer goods, B2B and technology companies. She helps businesses tell their story through irresistible content marketing and strategic communications.\",\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/in\\\/lisagoller\",\"https:\\\/\\\/x.com\\\/https:\\\/\\\/twitter.com\\\/strategicwords\"],\"url\":\"https:\\\/\\\/www.rangeme.com\\\/blog\\\/author\\\/lisag\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Striking a Balance Between Data Privacy and Digital Personalization - The RangeMe Blog","description":"Retailers and CPG suppliers must learn the importance of delivering meaningful communications without compromising the safety of consumer data.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.rangeme.com\/blog\/striking-a-balance-between-data-privacy-and-digital-personalization\/","og_locale":"en_US","og_type":"article","og_title":"Striking a Balance Between Data Privacy and Digital Personalization - The RangeMe Blog","og_description":"Retailers and CPG suppliers must learn the importance of delivering meaningful communications without compromising the safety of consumer data.","og_url":"https:\/\/www.rangeme.com\/blog\/striking-a-balance-between-data-privacy-and-digital-personalization\/","og_site_name":"The RangeMe Blog","article_publisher":"https:\/\/www.facebook.com\/rangeme\/","article_published_time":"2020-04-21T17:19:15+00:00","article_modified_time":"2024-07-11T20:16:13+00:00","og_image":[{"width":1804,"height":900,"url":"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2020-04-21-at-10.17.07-AM.png?auto=format%2Ccompress&fit=crop","type":"image\/png"}],"author":"Lisa Goller","twitter_card":"summary_large_image","twitter_creator":"@https:\/\/twitter.com\/strategicwords","twitter_site":"@Range_Me","twitter_misc":{"Written by":"Lisa Goller","Est. reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.rangeme.com\/blog\/striking-a-balance-between-data-privacy-and-digital-personalization\/#article","isPartOf":{"@id":"https:\/\/www.rangeme.com\/blog\/striking-a-balance-between-data-privacy-and-digital-personalization\/"},"author":{"name":"Lisa Goller","@id":"https:\/\/www.rangeme.com\/blog\/#\/schema\/person\/eaa20c5c00c725c9c5154455a0e78621"},"headline":"Striking a Balance Between Data Privacy and Digital Personalization","datePublished":"2020-04-21T17:19:15+00:00","dateModified":"2024-07-11T20:16:13+00:00","mainEntityOfPage":{"@id":"https:\/\/www.rangeme.com\/blog\/striking-a-balance-between-data-privacy-and-digital-personalization\/"},"wordCount":1197,"commentCount":0,"image":{"@id":"https:\/\/www.rangeme.com\/blog\/striking-a-balance-between-data-privacy-and-digital-personalization\/#primaryimage"},"thumbnailUrl":"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2020-04-21-at-10.17.07-AM.png?auto=format%2Ccompress&fit=crop","keywords":["best practices for retail data","consumer data","consumer packaged goods","cpg","cpg industry","customer personalization","data","data consent","data privacy","digital personalization","how to respect data privacy and still personalize marketing","marketing personalization","retail","retail industry","Striking a balance between data privacy and digital personalization","voice commerce"],"articleSection":["Industry Trends"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.rangeme.com\/blog\/striking-a-balance-between-data-privacy-and-digital-personalization\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.rangeme.com\/blog\/striking-a-balance-between-data-privacy-and-digital-personalization\/","url":"https:\/\/www.rangeme.com\/blog\/striking-a-balance-between-data-privacy-and-digital-personalization\/","name":"Striking a Balance Between Data Privacy and Digital Personalization - The RangeMe Blog","isPartOf":{"@id":"https:\/\/www.rangeme.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.rangeme.com\/blog\/striking-a-balance-between-data-privacy-and-digital-personalization\/#primaryimage"},"image":{"@id":"https:\/\/www.rangeme.com\/blog\/striking-a-balance-between-data-privacy-and-digital-personalization\/#primaryimage"},"thumbnailUrl":"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2020-04-21-at-10.17.07-AM.png?auto=format%2Ccompress&fit=crop","datePublished":"2020-04-21T17:19:15+00:00","dateModified":"2024-07-11T20:16:13+00:00","author":{"@id":"https:\/\/www.rangeme.com\/blog\/#\/schema\/person\/eaa20c5c00c725c9c5154455a0e78621"},"description":"Retailers and CPG suppliers must learn the importance of delivering meaningful communications without compromising the safety of consumer data.","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.rangeme.com\/blog\/striking-a-balance-between-data-privacy-and-digital-personalization\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.rangeme.com\/blog\/striking-a-balance-between-data-privacy-and-digital-personalization\/#primaryimage","url":"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2020-04-21-at-10.17.07-AM.png?auto=format%2Ccompress&fit=crop","contentUrl":"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2020-04-21-at-10.17.07-AM.png?auto=format%2Ccompress&fit=crop","width":1804,"height":900,"caption":"data privacy for consumers"},{"@type":"WebSite","@id":"https:\/\/www.rangeme.com\/blog\/#website","url":"https:\/\/www.rangeme.com\/blog\/","name":"The RangeMe Blog","description":"The RangeMe blog. A blog for suppliers, retail buyers, and service providers to learn about CPG trends, retail best practices, and how to grow your business.","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.rangeme.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.rangeme.com\/blog\/#\/schema\/person\/eaa20c5c00c725c9c5154455a0e78621","name":"Lisa Goller","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/1c63488a33388f228eaa2e122667eb734c331c1379ddf5ab9a1e9e5d9d914057?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/1c63488a33388f228eaa2e122667eb734c331c1379ddf5ab9a1e9e5d9d914057?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/1c63488a33388f228eaa2e122667eb734c331c1379ddf5ab9a1e9e5d9d914057?s=96&d=mm&r=g","caption":"Lisa Goller"},"description":"Lisa Goller is a marketing and communications professional with over 20 years of experience serving retail, consumer goods, B2B and technology companies. She helps businesses tell their story through irresistible content marketing and strategic communications.","sameAs":["https:\/\/www.linkedin.com\/in\/lisagoller","https:\/\/x.com\/https:\/\/twitter.com\/strategicwords"],"url":"https:\/\/www.rangeme.com\/blog\/author\/lisag\/"}]}},"_links":{"self":[{"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/posts\/6644","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/comments?post=6644"}],"version-history":[{"count":6,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/posts\/6644\/revisions"}],"predecessor-version":[{"id":13217,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/posts\/6644\/revisions\/13217"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/media\/6649"}],"wp:attachment":[{"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/media?parent=6644"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/categories?post=6644"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/tags?post=6644"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}