2018 Data Privacy and GDRP Report

Resource Overview

Demand Metric and Demandbase partnered to research how to better understand marketers’ approach to data privacy, how the use of customer and prospect data will evolve, what challenges exist, and areas of investment.

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Introduction

For many organizations, the effective use of personal data has become a source of competitive advantage.

Recently, however, the court of public opinion and new legislation has forced countless organizations to review their approach to data usage and privacy.

Demand Metric and Demandbase partnered to research how to better understand marketers’ approach to data privacy, how the use of customer and prospect data will evolve, what challenges exist, and areas of investment.

The research effort also pursued an answer to the key question: are companies that report revenue-growth approaching data privacy differently than those that are revenue-stagnant?

These study results provide insights and data useful for comparing, planning, and improving your marketing team’s approach to data privacy

Table of Contents

  1. Introduction
  2. Executive Summary
  3. Marketing and Data Privacy
  4. Data Privacy and Revenue Growth
  5. Data Privacy and the General Data Protection Regulation
  6. The GDPR and Revenue-Growth
  7. Analyst Bottom Line
  8. Acknowledgements

  9. Appendix - Survey Background

 

Research Methodology

This Demand Metric Marketers’ Approach to Data Privacy survey was administered online during the period of June 13, 2018 to June 28, 2018. During this period, 255 responses were collected, 227 of which were complete enough for inclusion in the analysis. Only valid or correlated findings are shared in this report. The representativeness of this study’s results depends on the similarity of the sample to environments in which this survey data is used for comparison or guidance.