*(The original article in Japanese was written by Akira Nakamura, the Senior Solution Consultant of the Ayudante’s GMP team. This is a translated version.)
You may have noticed a growing sensitivity around privacy issues lately. Why has society become so sensitive about privacy? A significant number of users feel that their actions are being tracked by companies whenever they use online services. Moreover, there is a common perception that individuals have little control over how their behavioural data is managed.
In response to these concerns, we are witnessing a shift towards stricter regulations and changes in how data is collected and measured. The General Data Protection Regulation (GDPR) in the European Economic Area (EEA) has set a precedent, prompting countries worldwide to establish rules governing data collection and usage.
At the same time, tech giants like Apple and Google are rolling out initiatives such as Intelligent Tracking Prevention (ITP) and Privacy Sandbox, aimed at reducing third-party cookie use and enhancing privacy protections.
In this column, we will explore strategies for building trust among growing concerns over user privacy.
The mistrust surrounding user privacy is not a passing trend, nor is it something that time will simply resolve. If companies do nothing to address these concerns, they may find themselves restricted by various regulations, limiting their ability to execute effective and reliable marketing strategies. This could create barriers to building trust with users and potentially damage brand value. It is crucial to understand these privacy concerns and respond appropriately.
As organisations handling user data, here are four essential points to effectively build trust:
Security
This is the most critical point. Companies must implement robust security measures to protect personal information. Users share their personal data and behaviour logs with certain expectations, trusting that the company will handle this information properly. It is vital not to collect or share any data without the user’s consent.
Control
Organisations should provide users with the means to easily control what information (data) is collected and for what purpose. It is also important that users have the ability to stop sharing their information at any time. When users feel they have control over their data, they are more comfortable sharing it.
Transparency
It is essential to clearly and simply explain the purpose of data collection and the specific data being used. Even if data is securely handled and under the user’s control, if users are unsure about where and how their data is being utilised, they will not feel secure in sharing it. Transparency should be comprehensive, clear, and always accessible to anyone.
Practicality
While meeting the above three criteria, it is also important that the data provided is highly relevant and effectively used for the benefit of the user. The provision of data should offer a clear benefit to the user. Sharing personal information involves some risk, and users need a compelling reason to take that risk.
While using web services, engaging with content, or making purchases can be beneficial, from the user's perspective, if they can receive a comparable level of service without providing their personal information, they might feel more comfortable and willing to engage more deeply with the website.
To address users' privacy concerns effectively, it is crucial to measure, manage, and integrate data correctly. Failing to properly utilise data that has been collected with user consent can lead to unmet expectations. Companies need to offer experiences that are meaningful and memorable to customers. To ensure data is measured accurately, it is important to use a data measurement framework that respects privacy. Here are a few examples:
By adopting these practices, organisations can ensure that data is not only measured correctly but also used responsibly, helping to build trust with users.
The data privacy and measurement landscape is undergoing a rapid transformation, driven by initiatives like Apple’s Intelligent Tracking Prevention (ITP) and App Tracking Transparency (ATT), as well as the widespread adoption of cookie consent banners and third-party cookie restrictions by browsers.
At the same time, there is a notable shift towards limiting data collection and users exercising their right to opt out of data usage. This trend is accelerating, and traditional data measurement methods that rely on outdated frameworks will soon struggle to effectively identify users and facilitate meaningful engagement.
Now, more than ever, building trust with users and developing a robust data aggregation framework that leverages first-party cookies is critical. It is no longer enough to measure data for the sake of measurement alone. The goal must be to create a service that is genuinely beneficial and compelling to users.
By designing data measurement strategies with the user's experience at the forefront, companies can better identify the information that truly matters and provide a clear rationale for why this data is necessary.
The days of collecting all possible data into a data lake, without considering its relevance, should be over. Counting and listing specific data points can tell you about 'quantity,' which is useful. However, this alone may no longer be enough.
Today’s digital environment demands a more thoughtful, user-centric approach to data measurement—one that prioritises quality, relevance, and trust above all else.
