2018

Privacy is Science not Art

The CEO of the International Association of Privacy Professionals, (IAPP) Trevor Hughes gave a talk at the Boston Bar Association’s Privacy & Security Summit earlier this year in which he examined the evolution of “privacy” through the lens of art. He highlighted the way privacy has impacted the world, values, and contemporary mores as reflected in the art of a particular time - going all the way back to a painting of the Garden of Eden which depicted likely the oldest symbol of privacy, a fig leaf. It was a really interesting talk. Recently, I had the opportunity to come speak to the leadership team of the IAPP at their annual retreat in Maine and something struck me as we discussed the IAPP’s role, strategy and future. Privacy may be interestingly linked to art as Trevor noted in his talk – but data privacy is increasingly becoming less art and more science.

2018

2018

What’s the Difference Between a Personalization Engine and a CDP?

Generic, ‘one-size-fits-all’ offers are failing to increase loyalty and motivate additional purchases. For marketers, executing personalized outreach to customers to drive incremental revenue, frequency and loyalty has become top of mind. But why aren’t more brands sharing relevant and personalized offers to all customers? The challenge is the lack of ability to leverage customer data to power these personalized experiences across channels like the web, SMS, email, point of sale, etc.

2018

3 Questions to Answer If You're Thinking About Launching (or Rebooting) a Loyalty Program

Most brands understand the value of loyalty, but few get it right. Generic, one-size-fits-all loyalty tactics fail to attract customers and are costly for brands. Retaining loyal customers is critical to a business as attracting new ones becomes increasingly difficult in crowded, competitive landscapes. On top of that, navigating a crowded loyalty marketplace is tricky and time-consuming in general, but even more so when considering what your brand defines as loyalty versus simply thinking about it in terms of what is working for your competitors. So where do you start? What do you need? What can you do without? Amidst all the buzzwords and claims, how do you really understand the value of loyalty as it applies to your business and how can it drive incremental spend?

2018