Building a marketing data collection plan that actually lasts isn't just about gathering information—it's about doing it right. When you collect data ethically and respect customer privacy, you're not just checking compliance boxes. You're building something that works long-term and keeps customers willing to share their information with you.
The whole approach pays off in ways most marketers don't expect. When customers trust that you're handling their data responsibly, they're way more likely to give you accurate information. That means better insights, smarter marketing decisions, and campaigns that actually connect with your audience instead of missing the mark.
Plus, when you build trust through responsible data practices, customers stick around longer. They engage more with your brand, and your marketing ROI naturally improves because you're working with solid, reliable data instead of questionable information that leads you down the wrong path.
A sustainable data collection strategy has multiple moving pieces, and both external pressures and internal challenges shape how you need to approach it. Let's start with what's happening in the bigger picture around data privacy and regulations.
The Privacy Rules Keep Changing
Data privacy has turned into one of the biggest headaches for digital marketers. With major data breaches happening constantly—over 41 million accounts got compromised just in the first three months of 2023—and customers getting increasingly worried about how companies use their information, you can't ignore the shifting privacy landscape anymore.
Between new laws popping up everywhere and the whole industry moving away from third-party cookies, marketers need to stay ahead of these changes or risk serious legal and reputation problems.
Privacy Laws Are Spreading Fast
The biggest shift in data privacy started with the European Union's GDPR in 2018, but that was just the beginning. That regulation influenced lawmakers worldwide, leading to California's CCPA and Brazil's LGPD, among others.
These consumer privacy laws didn't appear out of nowhere. They came about because of growing concerns about how companies were collecting, using, and sharing personal data, especially as technology advanced and more personal information became available online. Data misuse and breaches became increasingly common problems.
High-profile scandals like the Facebook-Cambridge Analytica incident showed just how far personal data could be exploited without users knowing or agreeing to it. This raised serious alarms about privacy and created public demand for stronger legal protections and more transparency in how companies handled personal data.
GDPR established a new global standard for data privacy. The regulation was designed to give consumers more control over their personal information by requiring companies to get clear consent before collecting or processing data. It also introduced hefty penalties for companies that don't comply, forcing organizations to take data privacy seriously or face substantial fines.
Additionally, GDPR gave individuals the right to access, correct, and delete their personal data, addressing a longtime imbalance where companies held all the power over users' information.
Ultimately, laws like GDPR emerged to address the increasing complexity of data systems and the potential risks of unregulated data collection. By establishing clear guidelines and enforcing accountability, these laws aim to protect consumer rights in an era where data has become an extremely valuable commodity. They also reflect the growing recognition that personal data isn't just a business asset but a fundamental aspect of individual privacy and autonomy.
These regulations require companies to get valid consent for data collection, allow consumers to access and delete their data, and be transparent about data processing. Marketers need to make sure their data collection and storage practices comply with these rules, or they risk facing heavy fines, lawsuits, and damage to their reputation.
Third-Party Cookies Are Going Away
Third-party cookies are small pieces of data stored in a user's web browser by a domain other than the one they're currently visiting. Advertisers and analytics platforms typically use these cookies to track user behavior across different websites. For instance, when a user visits a website that displays ads served by an external advertising network, that network can place a third-party cookie in the user's browser. This allows the network to track the user's activity across various websites, building a detailed profile of their preferences and behavior for targeted advertising.
Third-party cookies became a fundamental tool for online advertising, enabling marketers to deliver personalized ads, retarget users, and measure campaign effectiveness. However, they've also raised significant privacy concerns, as many users don't realize their browsing activity is being tracked across multiple websites. This has led to increased regulatory scrutiny and an industry shift, with major browsers like Google Chrome and Apple's Safari taking steps to minimize or remove these cookies from the web.
Google originally announced that by 2024, it would stop supporting third-party cookies on its Chrome browser (though this deadline has been revised several times). As of July 2024, this statement has been revised to reflect a shift away from full removal and toward giving consumers greater choice to allow or disallow them. This move has created concerns among marketers since cookies are essential for tracking user behavior, optimizing advertising campaigns, and retargeting.
In response, many ad tech companies are developing alternatives, including contextual advertising, device fingerprinting, and privacy-focused identifiers. However, marketers need to shift their strategies toward creating first-party data, which involves collecting data directly from their customers through consent-driven methods like surveys, sign-ups, and preference centers.
Building Your First-Party Data Strategy
It's worth noting that creating a first-party data strategy has value regardless of whether third-party data sources and browser cookies remain available long-term.
First-party data is information that companies gather directly from their customers or prospects. By owning first-party data, marketers can understand their audience more effectively, tailor their campaigns based on individual preferences, and build long-term customer relationships. However, it's essential to keep data privacy concerns in mind when collecting first-party data. Marketers need to be transparent about what data they're collecting, why they're collecting it, and how they're using it. They should also provide customers with clear options to opt out or manage their data preferences.
Data privacy is becoming an increasingly critical issue for marketers, and staying current with the changing landscape is essential. As governments worldwide introduce new regulations and Google and others shift away from third-party cookies, marketers need to be proactive in protecting consumer data while still delivering effective marketing campaigns. Businesses can build stronger customer relationships and gain a competitive edge by implementing a first-party data strategy that balances data collection with transparency and consumer consent.
Internal Challenges You'll Face
Now let's look at the internal obstacles and opportunities for data collection and utilization that you'll encounter within your own organization.
Collecting data is likely an essential part of your job as a marketer, whether it's explicitly stated in your job description or not. With technology and regulations constantly evolving, however, it's crucial to future-proof your marketing data collection approach. By doing so, you can ensure your data is accurate, compliant with regulations, and provides valuable insights you can use to optimize your marketing strategy.
Future-Proofing Your Data Collection
Let's explore four key strategies every marketer should know to future-proof their marketing data collection approach. These strategies include planning for new marketing channels or changes to existing ones, new types of data required for better reporting, new data privacy regulations, and greater incorporation of artificial intelligence and machine learning tools.
Planning for New Marketing Channels or Changes to Existing Ones
Technology changes and consumer trends mean new marketing channels are constantly emerging, and existing channels can change quickly. To future-proof your marketing data collection approach, plan to adapt to these changes by building a flexible foundation for data collection.
For example, this could include using tag managers, which allow you to quickly add and remove tracking tags on your website or app, as well as investing in marketing analytics platforms that can handle a wide range of data sources.
Planning for New Types of Data for Better Reporting
As marketers, we're always looking for new ways to optimize our campaigns and improve our reporting. This often requires collecting new types of data, however. To future-proof your marketing data collection approach, be proactive in identifying the data you need for better reporting and plan to collect it.
For example, this could include data from new sources such as social media or customer feedback surveys, or more advanced data such as location information or purchasing behavior. By thinking ahead about the data you'll need, you can avoid scrambling to collect it later.
Planning for New Data Privacy Regulations
Data privacy regulations like GDPR and CCPA have already affected how businesses collect and process data. With new regulations likely to emerge, it's essential to future-proof your marketing data collection approach by complying with current regulations and having a plan for new ones.
For example, this could mean implementing new tools or software that help you comply with regulations, or planning to organize your data more effectively to ensure you only collect the data you need.
Planning for Greater Use of AI and Machine Learning Tools
AI and machine learning are already transforming the marketing industry, and their impact will only grow. To future-proof your marketing data collection approach, plan to incorporate these tools into your strategy.
For example, this could include using AI and machine learning to analyze complex datasets, automate reporting processes, and identify new insights that could inform your marketing strategy. By planning to integrate these tools, you can stay ahead of the curve and make the most of the latest advances in marketing technology.
Working Better with Data and Tech Teams
Working with data and technology teams can be intimidating for marketers. The data may be difficult to access, and the technology may not be user-friendly. Having access to the right data, however, is essential for creating effective marketing campaigns. Here are three tips to help marketers work better with data and technology teams.
Communicate Clearly
The first tip for marketers working with data and technology teams is to communicate effectively. Make sure to clearly define what data you need and what you intend to do with it. Your request should be specific and actionable so that the technology team can provide that data to you quickly and easily.
It's also essential to understand the language of data. If you don't understand the terminology the technology team is using, ask for clarification. This will help bridge any communication gaps and ensure everyone is on the same page.
Build Relationships with the Tech Team
The second tip is to build a strong relationship with the technology team. Develop a rapport with those in charge of the technology and data tools. Take the time to understand how these tools work so that you can better articulate what you need.
Clearly define how you want to use the data, but also be open to advice from the technology team. They may have insights into alternative data sources or tools that could meet your needs better. Collaboration is key to ensuring that you get the data you need.
Stay Flexible and Patient
Lastly, be patient and flexible when working with the technology and data teams. Keep in mind that they're often dealing with various requests from multiple departments. Therefore, provide sufficient lead times for request processing and fulfillment, and understand that some types of data may be easier to retrieve than others. Some data requests may simply not be feasible on an ongoing basis.
Understand the time and effort that goes into processing data requests, and be prepared to be flexible on timelines. If you have a hard deadline, communicate that to the technology team and see whether they can work to meet your request.
Working with data and technology teams may not always be easy, but it's essential for creating effective marketing campaigns. By communicating effectively, building strong relationships with the technology team, and being patient and flexible, you can improve the process and make getting the data you need easier and faster. Following these tips will help you become more efficient in your work and get the most out of your data.
Moving Forward with Your Data Strategy
Future-proofing your marketing data collection approach is essential for any marketer who wants to stay ahead of the curve and make the most of the latest trends in technology and regulation.
By planning for new marketing channels or changes to existing ones, new types of data, new data privacy regulations, and greater incorporation of AI and machine learning tools, you can ensure your data is accurate, up to date, and aligned with your business goals. So take the time to think about your data collection strategy and how to future-proof it for success.
In the next chapter, we'll explore the implications of data collection in an increasingly AI-driven marketing environment, and what this adds or might change from your existing approaches.
