During the next decade, companies will not be economically viable unless they innovate and transform quickly. This is reflected in a recent PWC study, in which more than 4,400 CEOs from different countries around the world, such as Mexico, Argentina, and Brazil, were interviewed. Among the range of forces that will push out those who do not adapt are the changing needs of customers and the explosion of data available for decision-making. The era in which empirical and single-source data were the most important is over, giving way to the era of strategic decisions leveraged by data.
Therefore, from now on, having quality data will be essential for making the right decisions. To achieve this, understanding how to access it while respecting privacy will be an essential part of company strategy. At a time when new digital technologies are fundamental to all aspects of business, the most important decision a leader can make is to ensure that these technologies are trustworthy and have user consent.
When leaders determine which technologies will be created or how they will be used, they have the power to do so in a way that not only meets people’s innate expectations but also strengthens trust between parties throughout the entire data lifecycle, enabling decisions and actions with the immediacy that today’s ecosystem requires.
The era in which empirical and single-source data were the most important is over, giving way to the era of strategic decisions leveraged by data.
It should come as no surprise that in a short time, regulatory changes, updates to the technology we use to browse the internet, and user expectations have revolutionized the world of measurement. In this sense, offering a privacy-centered analytics solution led to the creation of Google Analytics 4, which allows us to measure our business performance with peace of mind, because it collects and uses data based on user consent and the regulations in force in each region.
What is its main differentiator? How does it achieve this balance? Thanks to the use of Google AI to fill information gaps when data is not available, providing quick and accurate answers to your business’s strategic questions. Everything indicates that tools that leverage their performance on AI and data modeling today will become the main source of information for decision-making and the true source of truth for digital marketing.
Adopting a measurement system that puts user values at the center of the strategy will not only allow you to grow your business but also increase your users’ trust in it, which is a long-term value directly associated with brand performance. According to a recent study we conducted with Ipsos, 49% of participants stated that a positive privacy experience with their second-choice brand would lead them to replace their first-choice brand.1 Respecting user privacy and strengthening the bond of trust with them can be the trigger to win their preference.
But how can brands, then, generate more positive privacy experiences for their customers? The study revealed that there are 3 privacy practices that, when combined, not only increase the user’s sense of control, but also generate more trust in the handling of personal data, more positive emotional responses to ads, and greater perceived relevance of those ads.2 These are: asking for consent to personalize a website, asking customers how and how often they would like to receive reminders about privacy settings, and reminding them why they receive personalized offers or ads. Actions that we can implement in our marketing strategies from the outset.
Respecting user privacy and strengthening the bond of trust with them can be the trigger to win their preference.
When we talk about the future of business decisions, particularly in digital marketing, it’s easy to get caught up in the idea of advances in tool sophistication. But we must understand that the future of digital marketing is today and comes hand in hand with new user expectations who, now more than ever, greatly value the handling of their personal information when choosing a brand.
Strengthening the sense of control over personal data is crucial for users and for brands, as it can help them build trust, increase marketing effectiveness, and achieve better results. In this sense, Google AI enables tools like GA4 to position themselves as the best ally for understanding and making decisions about the digital landscape, without neglecting end-user consent.
The next business decision regarding your brand or product’s digital presence should prioritize ensuring that the tools supporting it have user privacy built into their design.
