Proactively incorporate data privacy into your marketing strategy
Consumer data privacy is no longer just a legal requirement—it’s a fundamental part of building trust with your audience. Privacy legislation is expanding and progressing rapidly, and no longer are we in the era of “privacy is coming” – it’s here!
This session will explore how marketers can proactively incorporate data privacy into their marketing strategy, aligning compliance with consumer expectations to enhance brand perception. Attendees will gain insights into key data privacy concepts, common misconceptions, and the broader implications of privacy missteps.
You’ll also hear about some case studies from organizations who have experienced the real consequences of a lacking privacy strategy. Through real-world case studies, we’ll examine how privacy decisions can impact your brand reputation and consumer trust, and we’ll outline the stakeholders who should be involved in shaping a privacy-conscious marketing approach.
Note: The information provided here is for general informational purposes only and should not be considered legal advice.
Online | May 7, 2025 | 10:00 AM-12:00 PM Central Time
Key Takeaways
- Understand the strategic value of integrating data privacy into marketing and how to gain buy-in from key stakeholders.
- Identify the top themes and concepts of data privacy that marketers need to know.
- Discuss real-world examples of how data privacy can impact a company’s brand perception.
- Provide tangible feedback for how to get started within your own organization and who to involve in this discussion.
- This session does not act as legal advice for your organization, and all content should be ultimately discussed with legal representation for your company in deciding how to take action.
Want to join as a group or team? Get 10% off pricing by purchasing 3 or more tickets! Users will be assigned once the purchase is complete.
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- The Breadth of Data Privacy
- Must-Know Themes, Definitions and Concepts of Privacy
- Data Privacy Misconceptions
- Implications of Inaction around Privacy & Case Studies
- Designing a Holistic Strategy for Data Privacy
- Who To Involve in Your Go-Forward Plan
Courtney Fenstermaker
Head of Industry, Consumer BrandsCourtney Fenstermaker is Head of Industry for InfoTrust’s Consumer Brands teams. Starting her career in digital marketing consulting, she brings a strategic, “big-picture” perspective of how our clients can best leverage their data for marketing activation and insight generation. Since then, Courtney has focused her career on first-party data activation strategies and privacy-centric digital analytics practices to help CPG, D2C, and Retail organizations build a genuine and trusting connection with their customers.
Outside of InfoTrust, Courtney is also passionate about mentoring others, especially in digital analytics, privacy and ethical marketing. Courtney also recently contributed to InfoTrust’s latest book in the Crawl, Walk, Run series, “Becoming a Privacy-Centric Marketing Organization”. She’s a serial hobbyist in her free time, doing everything from baking to painting to crocheting and more – and if nothing else, chipping away at her “to be read” list.
Cory Underwood
Senior Engineering LeadCory supports Further’s data privacy offerings, leveraging 8 years of experience in privacy & security efforts and multiple related certifications to enable clients to understand the impact of privacy changes. With a combined 15 years of experience in technology, Cory specializes in speaking and writing about upcoming privacy & security changes, allowing clients to take a proactive approach to compliance challenges.
Prior to joining Further in 2020, Cory had a ten-year career at L.L.Bean, supporting their Ecommerce team. In this role, Cory acted as a Tech lead for efforts involving measurement, privacy, optimization, and personalization, using products from a number of vendors, such as Adobe, Google & Tealium.
Who Should Attend?
To get the most out of this session, attendees should have:
- A basic understanding of how customer data is collected and used in digital marketing (e.g., cookies, CRM systems, third-party data).
- Awareness of the role of consumer trust and brand reputation in marketing.
This session will provide practical insights and actionable steps to ensure that data privacy is not just a compliance requirement but a key driver of marketing success.
What’s Included?
- 2 hours of live instruction starting at 10:00 a.m. CT
- Interactive Q&A and Group Discussions
- Access to recording and resources for three months