Dive Brief:
- Cisco Systems' Chief Privacy Officer, Michelle Dennedy says personalization is critical to marketing today, but there is a fine line between personalization and privacy.
- Technology and marketing have become increasingly intertwined in the enterprise.
- Dennedy recently spoke about marketing, personalization and privacy as a guest on CXOTALK.
Dive Insight:
“Personalization is critical, and this is why privacy engineering is profitable, as well as necessary from a compliance perspective,” said Dennedy.
Dennedy said she’s focusing her team at Cisco on business models that are “enhanced by having a grip on the complexity of human information.”
“For example, knowing that a person is coming down that purchasing funnel, or entering into a sister type of business,” she said. “Air flight and rental cars have been a great analogy from the early days of the federated identity discussion.”
In addition to ensuring compliance with rules such as the new EU Privacy Shield, companies must also ensure privacy protections to help retain customers and contacts, said Dennedy. Those that don’t risk losing the customer entirely if they out of a subscription mailing, she explained.
