--- title: "In Data We Trust eBook" id: "54886" type: "resource" slug: "creating-digital-trust-through-privacy" published_at: "2022-10-12T00:15:28+00:00" modified_at: "2025-12-08T20:28:29+00:00" url: "https://tealium.com/resource/ebook/creating-digital-trust-through-privacy/" markdown_url: "https://tealium.com/resource/ebook/creating-digital-trust-through-privacy.md" excerpt: "[mk_page_section bg_stretch=\"true\" enable_3d=\"true\" bg_gradient=\"horizontal\" video_color_mask=\"#8650f5\" gr_end=\"#24d6e0\" video_opacity=\"1\" padding_top=\"150\" sidebar=\"press-releases-sidebar\"][vc_column css=\".vc_custom_1592359299845{padding-top: 2% !important;}\"][vc_row_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1592359845961{padding-right: 8% !important;}\"][mk_padding_divider size=\"50\"][mk_fancy_title color=\"#ffffff\" size=\"38\" line_height=\"105\" font_weight=\"900\" margin_bottom=\"5\" font_family=\"none\"]In Data We Trust[/mk_fancy_title][mk_fancy_title color=\"#ffffff\" size=\"32\" line_height=\"113\" font_weight=\"500\" font_family=\"none\"]Get Your Guide For Establishing Customer Trust Through Privacy[/mk_fancy_title][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_single_image..." taxonomy_resource_type: - "eBook" taxonomy_product: - "AudienceStream Customer Data Platform™" taxonomy_topic: - "Data Privacy Governance" taxonomy_vertical: - "Retail" --- eBook # In Data We Trust ## Get your guide for establishing customer trust through privacy Pick up a Truman and move him around.Pause wandering #### ***71% of PwC’s “Complexity of Trust” study respondents said they would buy less from a business that lost their trust. Out of that, 73% said they would spend significantly less.*** Privacy is now a top consideration and focus for organizations. Any business that is data-driven, that requires personal data to be processed, needs to prioritize data privacy and have a thoughtful perspective on how data is collected and used. Customers may provide less data, but at the same time expect an organization to deliver relevant and personalized experiences. This is a challenge for all businesses: to have a benefit-driven conversation with customers, led by privacy. The Customer Data Platform (CDP) is the main enabler for this privacy-driven personalization. ### Fill out the form for our Guide for Establishing Customer Trust Through Privacy ebook and discover: - The costs to organizations if trust is not established and maintained - How privacy can be done by organizations at scale - 3 key recommendations for using data to build trust - 5 ways a Customer Data Platform (CDP) establishes trust in data with customers ## Featured Resources [Powered by Tealium](https://tealium.com/blog/teal-on-teal/how-we-used-our-own-stack-to-personalize-tealium-com/?db_surface=web&db_slot=0) ### Loading Learn more ### Loading Learn more ### Loading Learn more ### Submitted! Thank you! --- # In Data We Trust ## A Guide for Establishing Customer Trust Through Privacy --- ## Table of Contents - Foreword - Introduction - The History of Data Privacy Regulation - Timeline of Data Privacy Changes to Digital Marketing - Complex Customer Data Needs Require Simple, Flexible Solutions - 5 Ways a CDP Establishes Trust in Data with Customers - How Can Privacy by Design Be Done by Organizations at Scale? - The Anatomy of a Customer Data Platform - How Tealium’s Product Offerings Support Privacy Management and CX Personalization - Customer Trust Must Go Beyond Marketing - Key Roles and Departments for the New Customer Data Strategy - The Data Center of Excellence - Highly Regulated Organizations - Three Key Recommendations for Establishing Customer Trust Through Data - Why Companies Around the World Trust Tealium - Tealium’s Role in a Privacy and Consent Initiative - Consent Acquisition - Consent Management & Orchestration - Engineered for Scale and Reliability --- ## Foreword Privacy is now a top consideration and focus for organizations. Any business that is data-driven, requiring personal data to be processed, needs to prioritize data privacy and have a thoughtful perspective on how data is collected and used. Regulations like GDPR in Europe and CCPA in the US put consumers in the driver’s seat, letting them decide what data they want to share. This creates a challenge for businesses to deliver personalized experiences while respecting privacy. ## Introduction In today’s data-driven world, providing clarity to customers on why, how, and what personal data they want to share is essential. Businesses must comply with regulations and also use customer data to deliver meaningful experiences, establishing trust and loyalty. ## The History of Data Privacy Regulation As personal information is shared more widely, companies must establish trust by articulating how customer data is processed and used. GDPR and other regulations ensure the need for consent, leading to a better understanding of the value and responsibilities of customer data. ## Timeline of Data Privacy Changes to Digital Marketing - **2016:** Privacy Shield goes into effect - **2018:** GDPR takes effect - **2020:** CCPA and CPRA take effect - **2022:** New regulations and privacy protection acts are discussed - **2024:** Chrome to block third-party cookies ## Complex Customer Data Needs Require Simple, Flexible Solutions Consumers demand personalized experiences but with their privacy respected. The "Privacy Paradox" describes this inconsistency, where consumers want personalized engagement yet have concerns about data privacy. ## 5 Ways a CDP Establishes Trust in Data with Customers 1. **Reduce Risk from Siloed Data:** Helps eliminate data silos, reducing privacy risks. 2. **Propagate Privacy Preferences:** Ensures privacy preferences are respected across all platforms. 3. **Enable Operational Efficiency and Business Agility:** Allows organizations to understand data usage and maintain privacy compliance. 4. **Give Customers Transparency and Control Over Their Data:** Customers can access and manage their data preferences. 5. **The Ultimate Customer Experience:** Provides personalized experiences based on comprehensive data. ## How Can Privacy by Design Be Done by Organizations at Scale? Privacy by design involves embedding privacy into all business processes. A Customer Data Platform (CDP) helps manage privacy requirements by organizing data collection and governance at scale. ## The Anatomy of a Customer Data Platform Tealium's platform, with its focus on data collection, helps automate governance processes while providing tools for customer profile enrichment and data analytics. ## How Tealium’s Product Offerings Support Privacy Management and CX Personalization Tealium integrates privacy management into its product offerings, enabling organizations to manage customer data efficiently across all touchpoints. ## Customer Trust Must Go Beyond Marketing Trust through data extends beyond marketing to include efforts from data science, product management, and customer success teams. ## Key Roles and Departments for the New Customer Data Strategy - **Data Privacy Professionals:** Manage compliance and governance. - **Marketers:** Enhance customer relationships through data. - **Hybrid Roles:** Combine privacy and marketing skills to address evolving data responsibilities. ## The Data Center of Excellence Centralizes efforts to unify customer data management, ensuring compliance and enabling personalized customer journeys. ## Highly Regulated Organizations Organizations in regulated industries face unique challenges in data governance, requiring early involvement of privacy teams to remain compliant. ## Three Key Recommendations for Establishing Customer Trust Through Data 1. **Make Privacy Purposeful:** Establish clear data governance and privacy policies. 2. **Give Customers a Reason to Opt-In:** Develop strategies for effective consent acquisition. 3. **Map Out a Customer Journey That Builds Trust:** Create engaging, personalized customer experiences with clear data usage practices. ## Why Companies Around the World Trust Tealium Tealium provides real-time customer data solutions with integrated privacy compliance, trusted by numerous enterprise companies across industries. ## Tealium’s Role in a Privacy and Consent Initiative Tealium’s platform unifies data collection and privacy management, supporting organizations in maintaining compliance and delivering trustworthy customer experiences.