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Eloqua Consulting

The power of technology has changed over time, bringing in a significant difference in how modern marketing is applied. The "unprecedented challenges" posed by cybersecurity threats lavish around technological and legal complexities. Businesses are aware of data privacy in a way they were not, even just a few years ago. To determine the growing number of issues, we'll take a step back and get a bird's eye view of the major compliance topics impacting enterprise companies: information privacy,...

Consumer data heavily influence business operations. In the last decade alone, data has become the living heartbeat of marketing automation systems. It allows systems to take a large number of decisions in a short time, enrooted in the information collected and processed, making all business processes vastly more efficient. If your business is located or has customers in the EU, then your data practices require GDPR compliance. Being GDPR compliant allows your business to gain a competitive edge...

In short, data governance is the formulation of policies meant to optimize, secure and leverage information, by aligning objectives between multiple functions. Besides understanding what data governance is, we have to acknowledge why it’s essential. A company's size, its database size, and specific digital marketing strategy are all variables that factor into touchpoint governance design. Considering governance rules, they don’t have to be rigid, nor follow the same rules across all campaigns. As each campaign differs, so should...

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