美库尔Merkle2021年隐私安全与客户体验报告英文版

As privacy regulations continue to place organizations under
the magnifying glass, marketers are in the spotlight more than ever. Compliance hinges greatly upon how they embed identity, data ethics, and diversity, equity, and inclusion (DEI) across their targeting and segmentation practices. Further, the pressure to move quickly to meet consumer’s changing demands – in a real-time and privacy-safe way – is a matter of survival today. Marketers need to think about balancing their customers’ needs (personalized experiences across the free Internet) and how they can get the information needed to provide the best experiences while also keeping in line with privacy regulations.

Because of these increased pressures, marketers are looking to technology-enabled, data-driven customer experience management (CXM) partners to build a data foundation that meets the needs of customers. The focus of this work is on enabling data partnerships and identity graphs that are owned by the customer and are portable for use across the business: marketing, sales, commerce, and service.

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