Optimize and centralize data for ROI

How brands use data is an important factor in building customer trust. The convergence of consumer, government, and market forces give consumers more control over the data they generate. Instead of serving as a resource that companies freely harvest, countries in every region of the world treat personal data as an asset owned by individuals and held in trust by companies.

As a result, customers today hold companies to higher standards, demand more transparency of the collection and processing of their personal data, and choose companies that respect data protection and privacy rights. 

However, this is not an easy task as companies are scrambling to stay on top of digital sovereignty and data protection regulations — including the upcoming disappearance of third-party cookies. 

Businesses are in dire “now or never” moment to build a strategy for collecting, managing, using, and responsibly protecting consumer data.

A customer fills out a form on a website that includes their name, email address, phone number, and location with the understanding that they will receive SMS and email marketing and offers from the retailer. Once the customer checks out, the retailer also receives purchase data.

This data is transparently collected with the customer’s consent, which is the first step in fostering a relationship with the customer. It is also first-party data. What the retailer does with that information lays the foundation for establishing the customers trust and loyalty.  

An organization that takes the time to ensure all first-party data collected is standardized decreases mistakes when the data is activated for a campaign. The other side of the coin is to ensure data collection is compliant. By setting rules that abide by the retailer’s privacy policy and compliance requirements like GDPR or CCPA, the company can proactively block data that defies their policy or governing regulations.

In other words, how companies activate data is a huge differentiator.

But it's a headache to think through data management when factoring all of the disparate data collection tools an enterprise owns. There’s CRM, marketing automation tools, CMS, point of sales, and the list can go on and on.

Using a Customer Data Platform (CDP), companies centralize siloed data to create one view of the customer. With a CDP, product teams leverage customer data to more quickly create or optimize products that increase customer loyalty. A CDP processes, validates, synthesizes, and consolidates data to create customer profiles – allowing digital teams to activate clean, reliable data in their omnichannel strategies.

Data protection informs how Twilio creates products, chooses partners, and even structures company culture. Twilio builds privacy into all products by design and by default, collecting minimal data that’s shielded by laters or technical, organizational, and contractual safeguards to ensure privacy at every step. Read more about our privacy standards here.

 Additionally, Twilio adopted Binding Corporate Rules as our “code of conduct” for processing personal data worldwide. Twilio received approval of our BCRs From EU data protection authorities for their use for cross-border transfers of data. We also provide regular transparency reports so customers know how we handle data.