Episode 179

This is the second of two shows on doing data-driven marketing, in a way that respects user privacy. No matter how much we crave, there will be fewer ways to capture it. At time of recording, Google says Chrome will stop supporting 3rd party cookies in 2024. Our choice should not be to switch to other forms of tracking, but whether we’ll go into this privacy-centric era voluntarily, or out of necessity.

Having less data on our customers may sound like it’s bad for business, but a recent book argues that it’s actually necessary to maximize your long-term ROI. The book, "Becoming a Privacy-Centric Marketing Organization," was a co-written by a group who work together at InfoTrust. One of those co-authors is today’s guest.

Lucas holds a Bachelor's degree from the University of South Carolina and is currently at the forefront of delivering tag architecture solutions for major corporations. Specializing in sales and business development, he leads the implementation of tag governance processes through his role in managing InfoTrust's Tag Inspector product. His expertise spans sales and marketing strategy, web analytics, and tag management. With a focus on educating clients about the critical aspects of proper tagging and user behavior analysis, Lucas collaborates with some of the largest agencies and enterprises globally.



Timestamp/Chapters:

0:00 - Intro

2:26 - The Privacy Imperative

22:40 - Public Service Announcement

23:11 - How Privacy is Implemented

50:13 - Coordinates for Lucas/InfoTrust

For links to people, products and concepts mentioned, visit the show's website for Ep 179.

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