“For the last decade or so marketers were in a candy shop... with all the data we can have, we can measure everything… but it got to the point where it was too much.” According to Adelina Peltea, chief marketing officer at Usercentrics, the age of endless data is over – and the future is all about consented data that respects the user and earns their trust.
With the world on track to generate 181 zettabytes of data by the end of 2025 (that’s enough to fill 1.4 trillion smartphones), the temptation to hoard every click and data point is strong. But attention is scarce; trust is even scarcer, so marketers are waking up to a new kind of data strategy – rooted in building long-term relationships that understand you don’t need access to everything upfront, you can build it up slowly and mindfully over time.
“[The reality is] you don’t need 100 data points, you might only need three – and you can get them yourself,” says Peltea. “Marketers are getting in the driving seat of leading in the data privacy world, because they realize it has an impact on the user journey. They need to own that and show people that they can be trusted.”
The key shift? Making data privacy part of the user experience, not a blocker to it. “The consent banner is the first thing you see on a website. How transparent are you? Do you explain it in simple terms, in your tone of voice? First impressions really matter.”
As part of our Martech for Drummies Buyer’s Guide, The Drum sat down with Peltea to unpack what brands need to do to move from a compliance-only approach to a competitive advantage – covering everything from rethinking cookie banners (“nobody likes the fine print”) to embracing solutions like server-side tagging and contextual consents.
“Privacy-Led Marketing is here to stay,” she says. “And smart marketers aren’t treating data privacy like a legal tick-box anymore – they’re using it to perform better.”
Watch the full interview with Peltea above.
Usercentrics
Usercentrics is a global leader in privacy technologies, helping brands build trust and drive sustainable growth by placing user privacy, consent, and preferences...