Global CMO Growth Council Data Privacy Transition to a

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Global CMO Growth CouncilData Privacy Transition to a Cookie-less World How Will You Adapt?

S t r i c t l y P r i v a t e a n d C o n f i d e n t i a l , f o r d i s c u s s i o n p u r p o s e s o n l y


https://youtu.be/hMF5QVWM3yE





LOSS OF SIGNAL

CUSTOMER DATA RESILIENCE

Contents

• Data privacy and future proofing digital advertising

• Roundtable talking points

• Sunsetting on 3rd party cookies and other IDFA’s

• Roundtable talking points

CMO TAKEAWAYS


LOSS OF SIGNAL


CMO SURVEY RESULTS

• In light of third-party cookies sunsetting:

o 59% of CMOs stated they will be updating their digital advertising strategies in

the next 12-months

o 90% of CMOs stated they are somewhat to very concerned about a potential

loss of insights and targeting capabilities as a result of third-party cookies

disappearing

SUN SETTING ON 3RD PARTY COOKIES AND OTHER IDFA’S

• What does this mean?

o The industry conversation has been going for a year now. 3rd party cookies and other customer cross site tracking technologies on browsers, desktops and phones will be blocked. Google Chrome has provisionally set a date of early 2022, it already exits within Safari and Firefox

• Why is this a problem?

o 3rd party cookies give us identity and sensing (hence the term ‘loss of signal’) across the open ad ecosystem. 3rd party cookies identify who the audience is as they browse and also gives us information on what and where they browse. This sensing information then goes back into the data aggregators and/or social media platforms, which is used to build audiences and targets

• Who does this impact the most?

o Those who execute programmatic advertising, retargeting or use cookies. Any activity that depends on picking up a signal to use in your campaign to drive targeting and measurement is affected


CUSTOMER DATA RESILIENCE


CMO SURVEY RESULTS

• 66% of CMO’s are already implementing strategies to leverage the use of

first party data or planning to develop deeper internal first party data

capabilities

• 51% of CMOs said they had somewhat high confidence in the

architecture and governance frameworks of their systems to respond

and comply to evolving privacy laws and additional regulations in terms of

the customer data their organization collects

DATA PRIVACY AND FUTURE PROOFING DIGITAL ADVERTISING

• The privacy world tends to be quite niche, often decision made to

marketing, rather than with marketing, using solutions which are

reactionary or band aids

• Marketers have to drive the future of customer data, so they have the data

they need going forward. This requires bringing together the right

stakeholders across marketing, IT and privacy groups, rather than

working in silos

• The question becomes how you move from a privacy checklist to a more

proactive strategy around customer touchpoints. This will include 1st,

2nd and 3rd party data. The key is to make sure the privacy attributes

are consistent across your data. Even if you use agencies, you still have

responsibilities to execute customer wishes around data you have


CONNECTING THE RIGHT

STAKEHOLDERS

CMO TAKEAWAYS

Bring together stakeholders beyond the

marketing organization to future proof

digital advertising

This is often the first time these people are

being brought together in the organization.

Marketing should be leading the

conversation with data privacy, governance,

risk, and IT

PRIVACY IS NOT A

COMPLIANCE EXERCISE

1 2

Create customer trust and loyalty through

privacy consent, transparency and control

This is a pillar of customer data resilience and

an approach to manage customer data in a

privacy first environment. It pivots privacy

from a compliance checklist to creating a

proactive strategy around

different touchpoints in the customer journey.

Creating a privacy hub is an example use case

ENHANCE & LEVERAGE FIRST

PARTY DATA

3

Leverage whatever first party data you collect

from customers as signal loss builds across

the digital ad ecosystem

Develop direct customer relationships

through new defined touchpoints in the

customer journey. Centralize data and privacy

management in a CDP or if operating a non

unified data architecture, explore privacy

micro service solutions to connect and

automate efficient privacy policies

ASK AGENCIES THE DIFFICULT

QUESTIONS

4

Understand how much of your digital

marketing mix investment is tied to 3rd party

cookies and ad ID’s losing signal

Know what agencies are doing behind the

curtain and how it will impact your

campaigns. Start the conversation around

how they are ensuring 2nd & 3rd party data

used in campaigns is compliant and review

contracts to understand where non-

compliance risks sit

LEAN INTO THE WALLED

GARDENS & CLEANROOMS

5

The main walled garden technology companies

are providing advertisers solutions to signal

loss disruption.

Combining customer reach at scale with ad

tech products and innovations like data clean

rooms, walled garden solutions should be

explored. Whilst early days, these allow you to

take advantage of your first party data and

combine it with their deep data insights to

target more effectively

We will be putting a lot of onus on our media

partner / agency in the new year

Won’t this result in advertisers having to resort

back to more simplified behavioral or

contextual targeting as in the past?

You need a technical partner and have to re-

imagine how to think of the full customer

journey, particularly if you have few points of

direct sale with customers

Are people willing to share their data in

cleanrooms? What risks exist with sharing

data?

Having in-housed digital media, we are

aware of shifts in media to more of the

walled gardens

What if I can’t find my audience in a post 3rd

party cookie world? Doesn’t this challenge the

efficacy of programmatic?

Companies don't want to expose or give away

their valuable customer information. What

helps is matching – where the organization

does it in a clean room and doesn’t share

details, only a common key

Institution of a Chief Privacy Officer. That

person can take a lot of the regulations

happening externally and translate them to

plans in your internal structure

First party data is important to grow, this

includes bringing in agency partners with

targeting data. In terms of privacy, we have a

rigorous approval process to use data for

marketing purposes, which does make things

slow in terms of speed to market

We are developing customer loyalty programs

and understand there might be new roles to put

in place / org structure changes to comply with

privacy laws and regulations

We have huge initiatives around first party data

on the retailer and ecommerce site. It is all

captured in a first party database and we do

second party data matches. However, all data

governance is done manually

Privacy should be truly integrated so

companies can simply run the process.

Companies will still need to use second and

third party data, so it remains important to

consider what mechanisms to put in place, for

example, having a data packet which includes

all the elements (including the privacy

approval process)

Until recently, we didn’t have unified data. A

user could go into application A on a mobile

device and say I opt out then log onto the

website using a complete other app saying I

opt in. The question here is which do you

use for consent?

We have re-imagined how to think of the full

customer journey. Having few points of direct

sale, we have had to think through how to bring

the value of the whole organization to the

consumer

ACTIONS

ROUNDTABLE TALKING POINTS


SHERYL ADKINS-GREENCMO at Mary Kay

ERIC AUSTINGlobal Media Innovation at P&G

MATT BEREDAVP, Global Consumer Marketing at Lenovo United States Inc

LYNN BLASHFORDCMO at White Castle System

BILL BRACECMO and Executive General Manager at Jared Signet Jewelers

MIKE BROOKSCMO at Ferguson

MELISSA BROTZChief Marketing and Communications Officer at Abbott

CHRIS CARRIERMarketing Director, Americas at Reliance Worldwide

PHILLIS CAUDILLVice President, Philanthropy at Christian Appalachian Project

YMIKO CLEVENGER-LEEEVP and CMO at Nestlé Waters NA

MATHILDE DELHOUMEGlobal Brand Officer at LVMH

CHAD DONVITOCMO at King’s Hawaiian Bakery

DAVE EDELMANExecutive Advisor, Digital and Marketing Transformation

KATE GREENGROVESr. Director, Content Strategy & Operations at GlaxoSmithKline

DEBORAH HANNAHVP, Marketing at Shoe Carnival

RODNEY HUTTONCMO at Ethan Allen Interiors

ELLEN JUNGERCMO at Helzberg Diamonds

SOYOUNG KANGCMO at EOS Products

KIRK KLEINMANSVP, Marketing at Deutsch Family Wine & Spirits

LAURA KNEBUSCHVP, Consumer Experience at Georgia-Pacific

BRIAN LANGEVP, Marketing Platforms at VF Corporation

JOE MAZEIKAGlobal Media Operations Manager at General Motors

ALI MCCARTHYCMO at Brinker Capital

ANN MCGARRYHead of Enterprise Marketing & Branding at Securian Financial Group

CHRIS MOLONEYChief Marketing Officer & Senior Vice President of E-Commerce at Chameleon Collective

CMO PARTICIPANTS DURING THE THREE WORKSHOPS

JOHN MORRISVP, Advertising and Media at Travelers Insurance

EMILY PACHUTAChief Marketing & Analytics Officer –Americas at Invesco

PAM PILIGIANSVP, Marketing and Advertising at Navy Federal Credit Union

PAOLO PROVINCIALIHead of U.S. Media at AB InBev

JEANEE SANDERSSr Manager - Ad Operations at Kohl’s

CHIP SCHUMANSVP, Marketing, Consumer Products Division at Sargento Foods

NANCY SHERREVP, Chief Marketing Officer at 1st Franklin Financial

MANOS SPANOSSVP/CMO Brand Marketing, Yogurt BU at Danone North America

LAUREN STANICHCMO at Consumer Reports

KUMAR SUBRAMANYAMGlobal Head of Marketing Data Sciences at HP

VIJAY VISWANATHANVP, Marketing at PGA Tour

AUDREY TREVINOExecutive Director at The University of Texas MD Anderson Cancer Center

BOB LIODICECEO, ANA

NICK PRIMOLAEVP, Head of Industry Leadership and CMO Practice, ANA

BILL TUCKERGroup Executive Vice President, Industry Leadership, B2B, Data & Tech & Measurement at ANA

SMITI KUMARVP, Program Lead, CMO Practice, ANA

ANA EXECUTIVE MANAGEMENT

SUZANNE KOOUNKELCMO at Deloitte

MIKE BRINKERPrinciple at Deloitte

DAVID CUTBILLPrinciple at Deloitte

DELOITTE


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Marketing TechnologyProcurement andImplementationResources

https://anamasterscircle.com/

https://anamasterscircle.com/global-growth-priorities/

https://ana.foleon.com/2020cmosummit/global-growth/resources/#Resources

https://ana.foleon.com/2020cmosummit/global-growth/resources/#2020-CMO-Delegate-Action-Plan

https://anamasterscircle.com/download-the-ana-2020-martech-glossary/

Documents

Global CMO Growth Council Data Privacy Transition to a