7 Ways to Be CCPA Compliant and Improve ROI in 2020

The California Consumer Privacy Act (CCPA), effective since Jan. 1, 2020, asks businesses and marketers to implement new standards of data collection, retrieval and accountability. CCPA has created a feeling of uncertainty among digital marketers and has raised questions such as: a) Does the CCPA apply to my business, b) What will be considered ‘personal data,’ and c) How do I demonstrate CCPA compliance?

We at MarTech Advisor, spoke to 8 leading marketers to understand the impact of CCPA since it went live, and what businesses need to do to be CCPA compliant and increase their customer base.

Here are 7 expert-recommended ways marketers can be CCPA compliant and increase ROI:

1. Smart Brands Need to Look Beyond CCPA
 

Joshua Herzig-Marx, head of product, Alyce

"CCPA has provided a great opportunity to engage clients around best practices for opt-in sales and marketing. Addressing the common links between GDPR and CCPA, businesses are mitigating regulatory risk and offering the trusted, personal experience that win over customers.

“We’re in a new global frontier where addressing the data rights, transparency and interest of individuals has become more than compliance and executive-level imperatives – it’s just good business.”

Learn More: The 7 Point CCPA Compliance Checklist for Marketers for 2020

2. Brands Need to be More Respectful of Consumers’ Data
 

Marika Roque, COO, KERV Interactive

"CCPA has quickly made businesses more respectful of consumers’ private information while also making those consumers more aware of what businesses could be doing with their data including monetization. Businesses can now be sued by individuals whose private information is compromised during a data breach, which is much overdue.

“Businesses have profited off this data, without keeping it safe, so I foresee these businesses being at great risk as CCPA gives power to consumers. Business have launched a slew of new processes as consumers now must opt-in for data collection and can say no- they do not want their data to be collected. Targeting of users will most likely go back to the days of contextual alignment and personalization/dynamic serving based on what and when users are consuming versus who exactly they are. This is a great place for KERV since we can add context to objects in videos."

Navneet Mathur, senior director of global solutions, Neo4j:

“One of the main features of CCPA is the enforcement of penalties on businesses that misuse or resell private consumer information. Since digital marketers typically have insight into how consumers’ data is shared across an organization, it’s important for marketing department leaders to understand how their team is storing private consumer information, and who has access to it. This includes providing the right levels of transparency and traceability for personal information across their teams and tracking all events related to personal data and its movement across all internal and external systems.”

3. Learn How Marketers Can Practice Consumer Targeting Under CCPA
 

Mark Douglas, CEO, SteelHouse

"CCPA is creating a lot of confusion within Digital Marketing Teams as to whether digital consumer targeting is even allowed under CCPA – it is. It’s making marketers be more transparent with their consumers about how their data is being consumed, used and shared. And even though CCPA is a California law it’s getting marketers to think about data privacy holistically and provide a consistent, global data privacy standard for all their consumers across the U.S., Europe and the rest of the world to be in compliance with CCPA, GDPR and other potential privacy standards.”

Learn More: Top Three Predictions for the Future of MarTech in 2020

4. Avoid Lead Sharing Among Partners
 

Navneet Mathur, senior director of global solutions, Neo4j:

“More specifically for marketers, lead sharing among partners can be severely impacted by regulation rollouts and can result in rewritten agreements. As a result, new complexities in sales velocity and joint marketing activities arise. Other key challenges include conquering complex data lineage problems that often come up when tracking customer changes, events, and requests. As well as, keeping up with the next unexpected regulatory rollout.”

5. Focus on Informing Customers About Business and Data Privacy Needs
 

Dietmar Rietsch, CEO, Pimcore:

"Following CCPA's roll out on January 1, businesses and digital marketers have begun (or need to begin) to shift the ways they're collecting consumer data, along with storing and sharing that data, given consumers now have control over their information. In order to effectively comply, and ensure they meet all CCPA requirements, organizations must share data privacy notices with consumers when data is collected.”

Joshua Herzig-Marx, head of product, Alyce

“Every moment is an opportunity to create a personal experience, add value and re-establish a trusted connection. While some companies viewed CCPA as a checkbox initiative, sending new privacy updates via blast email, smarter companies took the time to engage their customers and key partners about business needs, system updates, and new opportunities. And oh yes, their data privacy needs, CCPA and beyond."

6. Train Digital Marketers on How to Best Comply With CCPA

Dietmar Rietsch, CEO, Pimcore:

“Digital marketers will also need to develop new strategies to target their customers, as it will be more difficult to reach them without utilizing personal data in marketing and advertising campaigns. As part of this, organizations need to train their digital marketers on how to best comply with the CCPA, increase measures to protect any and all of the personal information shared with outside vendors and establish a do's and don'ts checklist to keep teams on track with changing regulations."

Learn More: One Good Reason to Comply with CCPA Now

7.Map Out a Scalable Strategy for Data Governance

Jay Atcheson, SVP of Marketing, R2integrated

“Another issue is lingering confusion over how to prove compliance to regulators. The solution is alignment. Since digital marketers have the greatest access to consumers, we recommend they step up and bring together their technology and legal teams to map out a scalable strategy of data governance. This includes new technology builds for data requests, permission workflows for data extraction and do-not-sell restrictions across platforms.”

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