Name: Becoming a Privacy-Centric Marketing Organization
Author: Lucas Long

About the Book

As marketing, analytics, legal, and IT professionals at enterprise organizations know, the new privacy-centric reality is here. Consumer expectations and government regulations for the collection and management of user data have shifted dramatically, forcing companies to adapt their data collection and governance strategies. In the second book of the bestselling Crawl, Walk, Run series, privacy-centric digital marketing leaders Lucas Long, Michael Loban, Alex Yastrebenetsky, and Kent Oldham present a sustainable framework for respecting consumer privacy while pushing your company to new heights. Because it’s not enough to be legally compliant, you’ll learn how to renovate your data approach with a formula for creating stronger customer relationships. Crawl, Walk, Run is a must-read for anyone ready to build a durable, long-term marketing data strategy and prepare for the privacy-centered present and future.

Praise

“Consumer expectations of privacy and government regulations are reshaping the way advertisers approach their day-to-day work. The InfoTrust team provides insight into the new marketing reality and actionable steps readers can take to be more successful today.”

— Kevin Hartman, Chief Analytics Evangelist at Google

“The fear of the unknown can be paralyzing for a business and their partners, but as the InfoTrust team illustrates, the unknown can be an opportunity (and advantage) for those who mindfully plan ahead.”

— Jon Euerle, at General Mills at Measurement Product Manager, Enterprise Digital Capabilities

“Long, Loban, Oldham, and Yastrebenetsky combine their diverse professional experiences to help enterprise organizations understand where to start when it comes to privacy, as well as a roadmap for maturing their own expertise in the space. A must-read for all marketers going forward to understand the dos and don'ts of personal data collection.”

— Caroline Basyn, Strategy & Transformation Europe at PepsiCo

About Lucas Long

Lucas Long is the Director of Privacy Strategy at InfoTrust, working at the intersection of digital strategy, privacy regulations, and technical data collection architecture. His work has been featured by the Digital Analytics Association and in the Journal of Applied Marketing Analytics.