As data continues to shape the landscape of marketing, understanding privacy implications is a vital concern for industry leaders.
MMA Global, in collaboration with AppsFlyer, embarked on a thorough benchmarking study to explore the complex landscape of Data Privacy. Engaging 150 senior marketers across various sectors, the study provides a view of the current state and future trajectory of Data Privacy and introduces a new comprehensive framework to approach privacy as a source of competitive advantage.
One of the key themes from this year’s examination is that while foundational compliance has been built, there is a growing need to further enhance privacy maturity. The study reveals a gap in providing true choice and control to consumers, and a need for more investment in training and awareness.