“The Person Behind the Data” found the second-largest driver of purchase intent to be retention policy: storing customer data for an appropriate amount of time, vs. indefinitely. Sunsetting and end-of-lifing organizational data with low-utility reduces organizational risk and builds customer trust.

Start with highly-sensitive data that provides low value beyond its initial purpose, like passport and driver’s license numbers that are  captured for new customer identity verification,

To comply with modern privacy regulations (like CCPA/CPRA in California), collecting consent preferences from your customers is only half of the consent and preference management equation. The second half is enforcing those preferences. Are you reflecting people’s privacy choices across your data systems and apps, ensuring their preferences are respected everywhere?

Smart companies will stop making hollow customer promises, and shift to creating collection and usage strategies that respect people’s choices everywhere.