The Future of Data Privacy in Digital Marketing - Stephane Hamel

Every company pays lip service to privacy. But few seem to really value it in practice.In marketing and sales, we rely on personal and behavioural data for so many commonplace tactics, and this reliance is only increasing. It's a kind of arms race. Even if you wanted to, it feels like you can't afford to give up the perceived advantages of using personal data.And even as we continually hear about the "death" of this or that type of tracking, the reality is that hundreds of billions of advertising revenue are on the line. The incentives to keep collecting and commodifying our data are huge. I wanted to dig deeper into the current state of privacy in marketing today, and I could think of no better person to reach out to than Stephane Hamel. He is a legendary practitioner and thought leader in the digital analytics space and one of the foremost advocates for privacy and ethics in marketing.Thanks to Our SponsorMany thanks to the sponsor of this episode - Knak. If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform. You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button. What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners. Try Knak About Today's Guest Stephane Hamel is a digital analytics and marketing expert with over 35 years experience. He has spoken at over 150 industry events and was named one of the Most Influential Industry Contributors by the Digital Analytics Association. As an educator, he’s taught thousands of students at institutions including UBC, SimpliLearn, ULaval, Harvard, YorkU, and others. In recent years, he’s focused his attention on the ethical use of data in a marketing contexthttps://www.linkedin.com/in/shamel/Key Topics[00:00] - Introduction[01:49] - Current state of privacy in marketing[03:30] - Vision of a truly privacy-oriented company[08:20] - How a 100% consent-based model would work[10:59] - Is privacy-respecting marketing better marketing?[13:26] - Analogy of seatbelts[17:32] - Getting people to care about privacy [20:50] - Advertising in a privacy-first world[24:21] - Conflict between privacy and commercial interests [31:41] - Google and the “death” of third-party cookies[36:47] - AI literacy [41:44] - Career impact of being privacy-orientedLearn MoreVisit the RevOps FM Substack for our weekly newsletter: Newsletter