You might be surprised to learn how many brands don't know the vendors that are collecting and aggregating their customers' data on their sites. Brands -- especially big brands -- have many moving parts and may not realize how many third-party vendors are being used by their agencies and what they are doing. If you represent your brand, you need to know who these companies are and what their reputation is for securing customer data and being ethical with it. The buck will stop with you, not your agency or the various vendors. Angry customers will attribute bad behavior to you.
Brands need to be knowledgeable about what is being collected from its customers and site visitors. Not only that, but brands need to know how its vendors are using that data internally and who they are sharing it with. Vendors usually aren't thinking of brand perception; they are thinking of the best ways to understand data to produce better results for clients. It's the responsibility of the brand or agency to be the watchdog for the companies they hire.
iMedia speaks to Amy King, VP of product marketing, Evidon, about the three simple things brands can do to avoid dealing with anger from its own customers about privacy concerns.
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