Two years ago, we wrote a blog about transparency: at the time it was talking about how transparency between suppliers, brands and agencies was so important. Fast forward to April 2018 and it’s as relevant as ever.
However, there is another massive point to add to this story that the original blog missed: the Consumer.
Who owns the data? The publisher? The Advertiser? The Agency? No – The Consumer
Transparency was as important to the consumer then as it is now, but we lived in a different time. Much has changed in the last two years; consumers weren’t necessarily as aware of the processes and movements of their data, how it was monetised, nor what happened to it when they pressed submit. It was taken for granted that they might not be interested, and really the relationships that mattered were just between entities buying and selling their data. We believe this should change, and we think it has started to.
With GDPR and the recent furore around Facebook / Cambridge Analytica , consumers are now more aware than ever how companies are processing and monetising their data and how it affects them. This is great news for responsible marketers as it gives their craft even more legitimacy, not only to publishers and advertisers, but to the general public too.
“When you do the right things in the right way you have nothing to lose because you have nothing to fear”
It all comes down to complete transparency – If the things you’re doing are compliant, legitimate, understandable and credible then you’re cutting the chances of complaints from any of the interested parties. This is where software can come in to play.
Databowl has transparency at it’s core: It’s our key philosophy. It’s the reason we allow you to build everything from one piece of software, so that all stakeholders can be informed of all actions (if necessary) the moment they are made. If a consumer asks a Databowl client what information they hold on them, or if a prospect makes a subject access request, everything you need to faciliate this can all be ready at the click of a button. All opt-ins, opt-outs, suppression lists, data processing, and correspondence with all parties, all united in one unified system.
Two years ago we said ‘Transparency is the key to building relationships’ – we believe in this fundamental principle more so now than ever, and we believe it applies not only to publishers, brands, and agencies, but also - critically - consumers.
Let Databowl empower your consumer relationships to be more clear and transparent than ever.