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The Capabilities Marketers Need to Build a Strategic Privacy Function

The Customer Trust and Privacy Playbook


Managing customer privacy is critical for data-driven organizations. But too many organizations fail to adequately address customer privacy for their marketing data. As marketing tactics evolve to include cross-device identity stitching and location-based mobile advertising, the need for marketers to place more focus on privacy in order to meet customer and regulator demands becomes paramount.

In the Forrester Report “The Capabilities Marketers Need to Build a Strategic Privacy Function” you’ll uncover:

  • Why you need to up your marketing privacy prowess – and start taking a leadership role in determining privacy strategies and investments
  • Which six capabilities are key to developing privacy processes and best practices for marketing data
  • How governance and policy management helps marketers to establish compliant data practices that proactively address privacy regulations such as the GDPR
"If marketers don't make the right investment in privacy capabilities, they risk being "tamed" by their privacy and security peers, rather than becoming a lead partner in the privacy strategy of their organization."
Forrester, "The Capabilities Marketers Need to Build a Strategic Privacy Function," Fatemah Khatibloo and Alexander Spiliotes, Forrester, February 2018

The Capabilities Marketers Need to Build a Strategic Privacy Function