Posted: 27 Jul. 2021 6 min. read

The future of marketing data

Consent and privacy: How to protect yourself and your customers

For the better part of a decade, marketers have been in a data arms race believing the more they knew about their customers, the better they could tailor experiences. In reality, only a handful of organisation in Australia are using this data effectively. The holy grail of personalisation and automation is still beyond the capability of most, and data collection obsession has created unnecessary risks.

Consumers are growing wise to it too. Poor use of data influences their purchasing decisions, with 66% confirming they had backed out of a transaction or closed an online account over privacy concerns.

The current issue facing marketing

Growing consumer awareness around shady data practices has led to a backlash against the collection and use of personal data without express consent, and regulators and big tech have stepped in.

Regulation has historically struggled to keep pace with emerging technology – but the tables are starting to turn. The past few years have been characterised by regulators clawing back protections of customer data, and the Australian Government is set to release a review of the Privacy Act that will tighten controls on the behaviour of key digital platforms and instigate better protections for consumer privacy.

Technology has also stepped in – starting with Apple, who first restricted the use of third-party cookies in Safari, and recently launched App Tracking Transparency, both designed to curtail the collection and sharing of customer data. Internet browsers Firefox and Google Chrome have also followed suit, with Chrome set to end support of third-party cookies within the next two years.

For marketers, this means that the holy grail of personalisation and automation is growing increasingly complex.

How you can future-proof your digital marketing

In a world where trust is in short supply, getting privacy, consent and data right is critical. The opportunity for most marketers is that consumers are still willing to trade personal information if they see a benefit. Sixty-one percent of millennials are happy to share data if it leads to a more personalised in-store or online shopping experience.

Today’s obligations and risks require a detailed understanding of how compliance wraps around people, processes, data, and technology. This will not only safeguard you against today’s regulatory obligations but future shifts too.

Instead of treating data privacy as a mere compliance issue, companies must proactively change the way they store and manage customer data and consider the value it brings to the customer.

Data & Technology 

Evolving your technology and data architecture by focusing on centralised, secure, auditable, and time-limited storage of data



Leveraging and training your existing talent to reshape default ways of working and drive improved consistency and reliability of customer data capture, not to mention more efficiency between privacy and marketing processes



Transforming your business processes and governance by consistently designing privacy into the process and building a customer-first approach to data collection and consent.

Learn more about Future of Marketing Data

Meet our authors

David Phillips

David Phillips

Partner, Consulting

David brings nearly twenty years of experience across a range of commercial disciplines from a local and global perspective. These disciplines include: organisational strategy, brand (custodianship and communication), general management, insights and innovation. Prior to establishing the Brand, Creative and Media practice at Deloitte, David led strategy and media at one of Australia's most successful agencies. He has an MBA from Melbourne Business School, and has established two successful start-ups in the research and psychometric strategy fields. While David's particular strength has seen him recognised as a leader in marketing strategy for consumer brands, he has also led client and agency teams across the public sector, as well as, education, financial services and the retail industry, distinguishing David as one of the region's leading marketing strategists.

Briony Clare

Briony Clare

Director, Deloitte Digital

Briony is a director in the Deloitte Digital practice who draws on years of experience spanning marketing, data and technology and thrives on the dynamic and rapidly evolving nature of the digital ecosystem. In recent years her focus has been drawn to the complexity and opportunities that lie within identity and data connectivity, where she has been known for helping clients transform their first party data into a connected customer view that can be activated at scale. As the digital industry is in the midst of navigating tectonic shifts driven by government regulation and browser updates, Briony believes there is a huge opportunity to reimagine the way data is collected, consented, connected, and activated – in a way that is privacy-first and generates value for brands, consumers, and content creators.