The Intelligent Marketer's Guide to Data Privacy: The Impact of Big Data on Customer Trust
Robert W. / Martin Palmatier
Résumé
Firms are collecting and analyzing customer data at an ever increasing rate in response to evidence that data analytics (precision targeting, improved selling) generates a positive return. Yet efforts often ignore customers' privacy concerns and feelings of vulnerability with long-term effects on customers' trust, relationships, and ultimately financial performance. Big data, privacy, and cybersecurity often is relegated to IT and legal teams with minimal regard for customer relationships.
This book fills the void by taking a customer-centric approach to privacy. It offers both defensive and offensive marketing-based privacy strategies that strongly position firms in today's data-intensive landscape. The book also helps managers anticipate future consumer and legislative trends. Drawing from the authors' own work and extant research, this book offers a compelling guide for building and implementing big data- and privacy-informed business strategies .
Specifically, the book:
* -Describes the consumer psychology of privacy
* -Deconstructs relevant legal and regulatory issues
* - Offers defensive privacy strategies
* - Describes offensive privacy strategies
* Provides an executive summary with the Six Tenets for Effective Privacy Marketing
This book will be useful to managers, students, or the casual reader who is interested in how and why big data and consumer privacy are transforming business. Moving beyond summary privacy insights, the book also offers a detailed and compelling action plan for improving performance by protecting against privacy threats as well as developing and implementing offensive privacy strategy. In the future, many firms will be competing through an integrated, customer-centric big data privacy strategy and this book will guide managers in this journey.
Part II
Defensive Strategies: Protecting from Threats
Chapter 4: Big Data's Marketing Applications and Customer Privacy
Introduction
Advances in Marketing Applications
Understanding the Marketing Environment
Precision Targeting
Big Data's Role in Value Creation, Communication, and Delivery
Big Data's Inherent Tensions
Company Benefits
Company Challenges
Customer Benefits
Customer Challenges
Potential and Peril of Artificial Intelligence in Marketing
Novel Applications
Customer Vulnerability Escalation
Chapter 5: Inoculating Against Customer Vulnerability
Introduction
No Company Is Safe
Spillover Effects
Competitive Effects
In Praise of Data Minimization
From a Data-Driven Culture to a Customer Learning Culture
Empowering Customers with Transparency and Control
Breaking Down Transparency and Control
Customer Empowerment Outcomes
Keeping the Customer Relationship Focal: Advice to Managers
Chapter 6: Privacy Failures and Recovery Strategies
Introduction
Data Breach as Marketing Crisis
Recovery Effectiveness: What Customers Want
Customer Vulnerability and Firm Benevolence
Customer Behavior Effects
Learning from Bearers of Bad News
The Medical Example
How Bad Is It? Sources of Severity
Customer-Focused Data Breach Recovery Strategies
Recovery Strategy Delivery
Recovery Strategy Content
Keeping the Customer Focal: One More Reminder
Part III
Offensive Strategies: Competing with Privacy
Chapter 7: Understanding and Valuing Customer Data
Introduction
Firm Perspectives on Data Value
Sources of Firm Value
Sources of Data
Customer Perspectives on Data Value
Sources of Customer Value
Putting a Price Tag on Customer Data
Customer Privacy Value Framework
Analyzing Customer Valuations of Data
Strategies for Sharing Data Value with Customers
Chapter 8: Data Privacy Marketing Audits, Benchmarking, and Metrics
Introduction
Data Privacy Marketing Audits
Benchmarking Privacy Marketing Practices
Customer Perspectives
Regulatory and Legal Perspectives
Employee Perspectives
Data Privacy Marketing with SWOT Analysis
Data Privacy Marketing: Objectives, Strategies, and Action Plans
Data Privacy Metrics
Chapter 9: Effective Privacy Marketing Strategies
Introduction
Six Tenets for Effective Privacy Marketing
Tenet #1: Avoid Customer Data Vulnerability
Tenet #2: Balance Big Data and Privacy
Tenet #3: Share Data Value
Tenet #4: Preempt Privacy Regulations
Tenet #5: Recover from Data Breaches
Tenet #6: Audit for Knowledge
Future of Data Privacy Marketing
Robert Palmatier is Professor of Marketing and John C. Narver Chair of Business Administration at the Foster School at the University of Washington, USA. He founded and serves as the research director of the Sales and Marketing Strategy Institute (SAMSinstitute.com). Robert's research focuses on marketing strategy, relationship marketing, and privacy. He is the present co-editor of the Journal of Marketing and past Editor-in-Chief of the Journal of Academy of Marketing Science. He has published books Marketing Channel Strategy ; Relationship Marketing; Marketing Strategy ; and Customer Engagement Marketing .
Kelly D. Martin is Associate Professor of Marketing and Dean's Distinguished Research Fellow at Colorado State University, USA. Kelly's research interests involve marketing ethics and firm strategy, especially in the areas of privacy, politics, and consumer well-being. Her articles have been recognized for impact as recipients or nominees of multiple awards. Kelly received the inaugural AMA Marketing and Society Emerging Scholar Award and held a Colorado State University Monfort Professorship for research.
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Springer |
| Auteur(s) | Robert W. / Martin Palmatier |
| Parution | 19/02/2019 |
| Nb. de pages | 192 |
| EAN13 | 9783030037239 |
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