When it comes to data privacy, you might not be as prepared as you think
Many marketers may think they know what they’re talking about when it comes to data privacy, but as Lorraine Donnelly, head of data AUSEA at Yahoo explains, they might be missing some crucial knowledge in this rapidly evolving space.
“Getting privacy right is about transparency, trust, and an approach of privacy by design.” This is something Carly Kind, Privacy Commissioner at the Office of the Australian Information Commissioner, recently shared at the IAB Leadership Summit.
In other words, this means companies have to actively work towards improving their data privacy practices – it won’t happen organically, and there has to be accountability throughout the business when it comes to this.
The only problem is, there may be a mismatch between how prepared marketers think they are for these changes, and how prepared they really are.
We’ve discovered that Australian marketers, though eager to learn, are sometimes gaining a false sense of certainty about their data and privacy knowledge. We recently ran the first Yahoo Pop Quiz, a survey of a number of different companies about their preparedness and knowledge of data privacy.
It found that a shockingly high number of respondents, 78%, are upskilling from industry news and blogsites, with 25% getting knowledge from LinkedIn.
And yes, I know this article itself is being published on an industry news site – and that’s because these platforms are excellent for raising awareness and covering the latest developments in this space.
My point, however, is that the kind of knowledge marketers need to implement data and privacy regulation in their day-to-day roles needs to be in-depth, rigorous and actionable. It’s difficult to gain this level of understanding without a more formal training program or educational resources.
With LinkedIn in particular, this is a site led by opinion and not facts – which means marketers may feel like they understand a topic, but in actuality may only have a superficial understanding of an extremely complex issue.
This stat underscores the need for a shift in how marketers approach data literacy, one that moves beyond surface-level trends and reaches the core of data strategy, measurement, and privacy – things that are actually crucial in how they conduct their roles.
When it comes to data and privacy, getting it wrong is no longer an option. Customers are not the only thing you stand to lose, with enormous fines capable of taking out most Aussie businesses now on the table. “I didn’t know” is not a defence.
But it’s no wonder why more and more people are turning to these sources- today’s marketers are faced with learning an overwhelming amount of information and data and privacy often falls into the “too hard” or, sadly, the “boring” basket.
I get it – the day-to-day demands of campaign deadlines, KPIs, and client meetings can make the long-term strategy around data seem daunting. But brushing aside data maturity is risky, especially when industry standards and consumer expectations are changing so quickly. Adopting a piecemeal approach to data and privacy could lead to larger compliance issues or gaps in user trust down the line.
We also discovered that while 74% of marketers believe the industry needs more options for measurement and attribution, only 12% see privacy solutions as a top priority.
That means there’s a clear preference for measurement and attribution tools, such as Data Clean Rooms and Multi-Touch Attribution (MTA), over privacy solutions. That is slightly concerning when we consider that Privacy Act changes are rapidly approaching, and that those that are not prepared are likely to be caught out when they eventually come.
It’s also become clear that knowledge about these topics is often restricted to a select few within an organisation and is not widespread throughout. This setup creates a single point of understanding – usually isolated within a specialised team or even a single role – leaving the rest of the company detached.
Without democratising this knowledge, companies risk a fragmented approach to data that is misaligned with broader business objectives.
I also want to emphasise – marketers don’t need to be data scientists, but data fluency should extend beyond isolated specialists to become a core capability across teams.
To truly understand data and privacy’s implications for business, marketers must access resources that provide not only information but context. Rather than viewing data and privacy as intimidating or overly complex, they should start small and build their knowledge gradually.
The fact that so many are turning to platforms like LinkedIn tells us they want this information in a way that’s simple to understand, bite-sized and can be applied directly to their roles and clients.
Lorraine Donnelly
Luckily for them, there are plenty of resources available that are presented in exactly this way. My picks are the IAB and ADMA, both of which publish many fact and evidence-based resources on these topics and are dedicated to promoting understanding of data and privacy in the market. These bodies offer educational materials that help marketers stay compliant while being customer-focused and strategic.
And, as privacy changes get closer, I’m sure we will see more resources published and ideally organisations offering training in these topics as well.
The new survey has revealed that while the industry may feel educated on data and privacy, there’s still work to be done. But I choose to see this as an opportunity, not a warning.
Data strategy doesn’t have to be an enigma wrapped inside a riddle, and understanding privacy doesn’t have to sideline business goals. With the right resources, a proactive approach to learning and a shift in mindset, marketers can build a data-literate culture that benefits both businesses and consumers.
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