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Data Ethics
Earning and keeping customer trust increasingly means adopting data ethics best practices when using Data 360.
Data ethics are moral guideposts about the gathering, protection, and use of personally identifiable information and how that affects individuals.
Use and Collect Individual Information Appropriately
Give customers control of their preferences. Customers must have a say in how you use their data. Most importantly, after they provide you with their preferences, be sure to honor them. Data 360 helps you build a unified profile of customers, to better help you track and honor their preferences throughout all your Omni-Channel marketing practices.
Provide Clear Exchange of Value for Data
Provide clear benefits in exchange for data. What do they get in return? Customers provide data in order to improve their customer experience and make them feel like they matter.
Treat Sensitive Data Carefully
Some data types are more sensitive than others. We can’t give you a definitive list of sensitive data points, but we advise you to carefully consider asking for data such as age, gender, or ethnicity. Ultimately it’s up to you and your organization to define sensitive data and determine the reasons you’re asking for it. Other sensitive data to consider excluding: protected status (race, health, veteran, disability, and so on), gender identity, sexual orientation, religion, ethnicity, citizenship, and political affiliation.
Collect and Use Only What You Need
Limit the use of your data to only what is needed to create more personalized experiences for your customers. Less is more, especially when it comes to demographic, socioeconomic, behavioral, and transactional data.
Choose Partners Carefully
In addition to being mindful and intentional about selecting and ingesting first- and third-party data, be intentional about activating that data through various ad platforms. When engaging with an activation partner, ensure that you understand the chain of custody for data being provided to the partner. What happens after the activation partner uses the data for your campaign? Is it deleted? Reused? Review each contract with your activation partners to ensure that there are clear obligations with respect to the care, custody, and control of any data sent to the partner.
