The Person Behind The Data: Real Consumer Perspectives On Data Privacy And Business Data Practices
summary
Ketch surveys 3,000 UK consumers and finds 67% rate data privacy very important and 77% worry about how companies obtain and use their data; 81% accept data sharing if they get clear benefit. Implementing four practices — data minimization, retention limits, full transparency, eliminate data sharing — lifts purchase intent ~28%. UK consumers prioritize transparency (US prioritizes retention). Practical steps include personalized preference centers, consent orchestration, always-on discovery and enforcing granular downstream privacy choices; Ketch frames this as a “trust by design” approach with claims of up to 12x ROI.
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chapters (9)
- 0:00Introduction and speaker intro
- 3:32Consumer survey overview
- 5:20Data privacy vs other ethical issues
- 7:07Consumer concerns about data handling
- 8:51What consumers want from brands
- 10:36Good data practices impact on sales
- 13:24Starting points for businesses
- 15:10Turning findings into actions
- 16:55Programmatic privacy and ROI
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