Google Analytics is giving marketers a lot more control over privacy and how much of their data is collected, retained and shared.
New privacy controls include accepting processing terms to comply with GDPR, CCPA and other regulations; disabling some or all data collection for Analytics properties; limiting data retention periods; anonymization of IP addresses; and, disabling or limiting ad personalization.
A new KPMG survey indicates Americans are increasingly concerned about personal data. COVID-19 has increased public awareness of data collection. And, while many are willing to allow use for tracing and medical care, there’s significant support for increased protection and legislation. Key data concerns are potential theft of Social Security numbers, credit card information, and passwords. More than half don’t trust a company ethics to collect, use or sell consumer data.
South Africa’s Protection of Personal Information Act (POPIA) came fully into effect by Presidential proclamation as of July 1st. Because the act was signed into law seven years ago, many companies are already operating under accordance with it. Those that have waited will need to do so by July 1, 2021.
Databricks is highlighting its interest in marketers through out-of-the-box integrations with partners including Adobe, Braze, Salesforce, MessageGears, and Tealium. All will be able to run campaigns using information in the Databricks data intelligence platform without data syncing or copying.