A good data platform provider - and a good digital analytics provider in particular - will equip the business with a practical guide to understanding varying privacy principles in the region, and will ensure that these principles are integrated into all its data handling activities. To promote the fundamental values of data protection, complete transparency is needed on how data is collected, treated and used on the company's websites and those of their customers. The right digital analytics partner is one that not only understands, but is also at the forefront of evolving privacy legislation. Data platforms should be able to contribute to impartial data ecosystems that can withstand the test of time without the potential of any backlash - which can come in form of fines or in more serious cases, class actions.
As technology evolves and companies find new ways to use their customers' information, at the same time new friction is also introduced when it comes to the handling of sensitive information such as financial, health, racial and political information. Since true data-driven decisions can only be achieved from accurate, first-party data, finding a partner that is trustworthy enough to balance risk with economic data opportunities is important when it comes to digital analytics.
The key to making the most out of digital analytics without infringing on any data privacy issues also means partnering with the right digital analytics provider: one who not only understands the privacy challenges in the current world and in the future, but also possesses the flexibility to create innovative and effective ways of working with their clients. Only then can companies unlock their data's true potential and embark on the journey of digital transformation.
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