1116: Exploring The Data Privacy Spotlight Report by Dynata
Dynata is the world's largest first-party data and insight platform.
With a reach that encompasses 62 million consumers and business professionals globally and an extensive library of individual profile attributes collected through surveys, Dynata is the cornerstone for precise, trustworthy quality data.
The company has built innovative data services and solutions around its robust first-party data offering to bring the voice of the customer to the entire marketing continuum – from strategy to innovation, to branding, advertising, measurement, and optimization.
Dynata serves nearly 6,000 market research, media and advertising agencies, publishers, consulting and investment firms and corporate customers in North America, South America, Europe, and Asia-Pacific. The company also has a reach that encompasses 60+ million people globally and an extensive library of individual profile attributes collected through surveys.
I invited Jackie Lorch, VP, Global Knowledge Management of Dynata onto the Tech Talks Daily Podcast to talk about the global research around data privacy. The mistrust between consumers and companies is at an all-time high, according to new data by Dynata. The Data Privacy & Trust report surveyed consumers in nine countries, including the US, to get their perspectives on data transparency by companies, the value exchange, familiarity and privacy.
Topline findings include the facts that 70 percent of consumers agree that companies have been dishonest about how personal data is used. 80 percent of consumers would be more willing to share data if brands were more transparent about their plans for that data. But only 27 percent would feel more comfortable sharing data if “valuable benefits” were offered in exchange.
We further discuss this research and implications to brands, why we need to fundamentally change how we think and talk about transparency and “the value exchange.” We also explore and where we’re at in our evolution around data ownership and privacy.