Attribution: Creating a Customer-Centered Privacy Strategy with Siobhan Solberg, Raze (episode 227)

by Chloe Thomas

Siobhan Solberg is a data protection consultant… with a growth mindset. Yeah! She founded her consultancy Raze back in 2018 to help businesses take control of and optimise their marketing data. 

Attribution: Creating a Customer-Centered Privacy Strategy with Siobhan Solberg, Raze

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Dive in: 

[06:50] Transparent data practices build customer trust and retention. 
[14:50] Maintaining accurate marketing lists is daily hassle. 
[19:18] Shift from hoarding to actionable data is crucial. 
[22:20] Data location matters as much as content. 
[24:02] Marketing teams are clueless about data management. 
[27:40] Data purpose, retention, awareness, and detailed mapping. 
[29:53] Insider Tips from Siobhan! 

GDPR & Data Privacy: Non-negotiables for Businesses 

Siobhan notes that consumers are increasingly aware of data privacy. They’re more informed and concerned about how their data is used. As a result, businesses need to comply with strict data protection standards. This isn’t just about avoiding penalties. It’s about meeting customer expectations. Transparency about data usage and compliance build trust and helps businesses stand out. 

Transparency Builds Trust and Loyalty 

Customers are more loyal to brands they trust. Siobhan says that clear communication about data collection and usage shows respect for customers’ privacy. This can boost a brand’s reputation and give it a competitive edge. By making privacy a key part of operations and marketing, businesses prove their commitment to customer well-being. When customers feel their data is handled responsibly, they’re more likely to be repeat customers. This loyalty is valuable for any business. 

Proactive Data Management is Key 

GDPR emphasizes data minimization. This means businesses should only collect data that’s essential for their operations. By collecting less data, companies reduce the risk of data breaches. They also show customers they care about privacy. Businesses should regularly review their data collection practices to make sure they’re only collecting what they need. Data minimization isn’t just about following rules; it’s a good way to build trust and protect against cybersecurity threats. 

Listen to hear Siobhan’s Insider Tips on Attribution and Privacy! 

*Thank you to Janis of Look Fabulous Forever for the guest introduction! 

Interview links 

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