The Intelligent Marketer’s Guide to Data Privacy

1. Front Matter

   Pages i-xx

   PDF

2. Understanding Customer Data Privacy Fundamentals

   1. Front Matter

      Pages 1-1

      PDF

   2. Customer Data Privacy: Why Every Marketer Should Care

      • Robert W. Palmatier, Kelly D. Martin

      Pages 3-20

   3. The Psychology of Consumer Privacy

      • Robert. W. Palmatier, Kelly. D. Martin.

      Pages 21-41

   4. The Changing Privacy Legal Landscape

      • Robert W. Palmatier, Kelly D. Martin

      Pages 43-70

3. Defensive Strategies: Protecting from Threats

   1. Front Matter

      Pages 71-71

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   2. Big Data’s Marketing Applications and Customer Privacy

      • Robert W. Palmatier, Kelly D. Martin

      Pages 73-92

   3. Inoculating Against Customer Vulnerability

      • Robert W. Palmatier, Kelly D. Martin

      Pages 93-108

   4. Privacy Failures and Recovery Strategies

      • Robert W. Palmatier, Kelly D. Martin

      Pages 109-130

4. Offensive Strategies: Competing with Privacy

   1. Front Matter

      Pages 131-131

      PDF

   2. Understanding and Valuing Customer Data

      • Robert W. Palmatier, Kelly D. Martin

      Pages 133-151

   3. Data Privacy Marketing Audits, Benchmarking, and Metrics

      • Robert W. Palmatier, Kelly D. Martin

      Pages 153-168

   4. Effective Privacy Marketing Strategies

      • Robert W. Palmatier, Kelly D. Martin

      Pages 169-181

5. Back Matter

   Pages 183-192

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**Winner of the 2021 Leonard L. Berry Marketing Book Award from the American Marketing Association.**

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.

• Big data
• data privacy
• Customer privacy
• Marketing analytics
• Privacy regulations
• consumer privacy
• right to privacy

“This book is a must read for any CMO or marketing manager interested in developing business strategies for dealing with privacy issues. It is a step beyond the typical legal- or IT-based perspectives out there which can be limiting.” (Vikas Mittal, J. Hugh Liedtke Professor of Management, Rice University, USA)

“This is an excellent book for data managers or marketers interested in balancing the tension between a firm’s big data efforts and their customers' privacy concerns. The insights and guidance offered are well-researched and very actionable. The privacy strategies outlined are current and provide a clear path for firms to build a competitive advantage using their privacy policies.” (Stephen Samaha, PhD, Senior Data Scientist/Analytics Manager, Wells Fargo Bank, USA)

“Marketers, at the leading edge of changes in the consumer’s digital world, face risks as well as opportunities. This book reports interesting background on these, then provides a useful guide to crafting informed marketing strategies in a changing future… A must read!” (William L. Wilkie, Nathe Professor of Marketing Strategy, University of Notre Dame, USA)

“The authors, leading researchers in this domain, provide an interesting, accessible, and very practical book that investigates the psychology of privacy, identifies defensive and offensive strategies for maintaining customer trust in this big data age, and outlines a clear implementation plan.” (Constantine S. Katsikeas, Arnold Ziff Research Chair and Professor of Marketing and International Management, University of Leeds, UK)

“AI and Big Data Analytics have given us sophisticated ability to organize and mine customer data.  We now have the obligation to use it responsibly. This book describes how accidental mistakes lead to major implications to their companies and how regulations are getting introduced to protect the customer. In the second half, it provides a process forguarding customer data and improving customer trust.  Great read!” (Arvind Sathi, Director and Architect, Global Intelligent Automation, KPMG LLP, USA)

“This is, without question, the most important research-based book on the topic of privacy. Rather than just listing anecdotal comments, this book is based on rigorous research and offers actionable and tested marketing strategies.” (Scott Weaven, Professor, Department Head, Griffith University, Australia)

“An essential and highly practical guide for a marketing industry facing more data protection regulations from governments and greater data privacy demands from customers.” (Norm Johnston, CEO, Unruly and author of Adaptive Marketing)

• Foster School of Business, University of Washington, Seattle, USA

  Robert W. Palmatier

• Colorado State University, Fort Collins, USA

  Kelly D. Martin

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 beenrecognized 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. 

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