Intent Data in the Age of Data Regulation

Since the implementation of the Data Protection Act in 2018, the approach behind the use of data has changed dramatically. Our clients and customers not only want a great experience, but also to be able to trust us. And that makes perfect sense in the present times.

But because data is seen as a key factor in a positive customer experience, U.S. brands and agencies have found it increasingly difficult to gain customer trust while remaining compliant.

In an article for AdExchanger, CEO of Grapeshot, John Snyder says GDPR will remove 75% of the data from third parties and what’s left will be more expensive. This power dynamics between brands and agencies has evolved over time.

GDPR provides functional and financial incentives to develop existing customer insights. The only reason most brands couldn’t do this is because there are discrepancies in their data warehouses, causing agencies to lose customer data.

To make up for the loss of these revenue streams, agencies need to be creative and strategic in working with brands in this trend. Digital agencies continue to play an important role in data - just not a practical role. Once the brand has gathered information through rewards, loyalty programs, or more relevant offerings that consumers feel comfortable sharing, the agency can take the lead in designing the most appropriate marketing plans for it.