Every consumer-facing brand relies on data to reach and engage people. How do consumers feel about how companies collect, store and use their data? What is the impact of data practices on the consumer’s perception of that brand? And how does that affect critical metrics tied to the company bottom line: trust, brand perception, and purchase intent?
In this MAGNA Global Media Trial commissioned by Ketch, MAGNA explored the opinions of primary purchasers and decision makers in the US about how companies handle their data. Topic of focus included:
How people value their data privacy
Consumer perspectives on how companies are collecting and managing their data
How much data practices impact trust, brand preference, and purchase intent
The results provide a fascinating look into how businesses can build trust with consumers, and grow with data.
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With consumer journeys becoming more complex and non-linear, the role of digital is becoming more prominent across the journey. As a result, this festive season will require marketers to rethink their media strategies to succeed.
MMA has partnered with GroupM and Amazon Ads to co-author an industry whitepaper for offering a collective view on how the industry should approach the festive season this year and recommendations on winning in the upcoming festive season.
