131: Siobhan Solberg: A guide to ethical marketing with data minimization and privacy strategies

Humans of Martech

What’s up everyone, today we have the pleasure of sitting down with Siobhan Solberg, data privacy consultant and advisor.

Summary: Siobhan takes on a behind-the-scenes look at the hidden mechanics of data privacy, ethical marketing practices, and effective data management. Marketers often overlook the importance of data privacy, but the increase in data breaches shows that people do care about their data. To address this, marketers should experience tools from the customer’s perspective, implement regular data reviews, and foster collaboration between marketing and compliance teams. By breaking down the user journey into distinct phases, they can attribute value more effectively while minimizing data collection. Focusing on key metrics and regularly auditing for dark patterns will enhance user experience without deception. Prioritizing ethical practices and transparency builds trust and leads to more informed decisions and stronger customer relationships.

About Siobhan

• Siobhan started her career as a classical musician in NY where she had various teaching roles, specializing in violin and viola
• Siobhan later moved abroad and pivoted to a content role at a media agency where she would spend almost 4 years working her way up to CRO Manager and later Head of BI & Optimization and finally CMO
• She completed her Certified Information Privacy Manager and joined an accelerator program
• On the back of this experience, Siobhan founded Raze a niche agency specializing solely in the measurement and optimisation of marketing data – which she ran for 5 successful years
• She’s also the co-host of Marketing Unfucked, a podcast about all things data, ethics and privacy for marketing
• She’s currently studying towards an Advanced Masters of Laws in Privacy, Cybersecurity and Data Management
• Today she’s working as a data privacy consultant and advisor to tech startups who want to get it right from the start

Privacy Concerns and Cultural Differences in Data Handling

Siobhan dives straight into the issue of privacy and its varying levels of importance across different regions. She highlights a stark contrast between the United States and the European Union regarding privacy regulations and cultural attitudes. In the US, the adoption of stringent privacy measures lags significantly, partly due to cultural differences and the absence of comprehensive regulations. This has allowed some companies to exploit these gaps by selling data products that would be deemed illegal in many other parts of the world.

When asked about the prevalence of tools that exploit privacy laws and whether people genuinely care about their personal data being resold, Siobhan points out an interesting dichotomy. She references studies, particularly from the Netherlands, showing that while many people claim to care about privacy, their actions often tell a different story. There is a significant gap between expressing concern for privacy and taking concrete steps to protect it.

Siobhan believes that at a deeper level, everyone does care about their privacy. She mentions the common justification of having "nothing to hide" as a coping mechanism for the lack of control individuals feel over their personal data. This helplessness leads many to adopt a nonchalant attitude towards privacy. However, as incidents of data misuse and the ramifications of lost privacy become more apparent, even those previously indifferent are beginning to take notice.

In the European Union, the implementation of strict privacy regulations has fostered a culture of awareness and proactive measures. This early adoption has forced companies and individuals to prioritize privacy. Conversely, in the US, the conversation is only now gaining momentum, driven by emerging state regulations and the increasing misuse of personal data through advanced technologies like AI. This growing awareness is slowly shifting the cultural landscape towards a more privacy-conscious mindset.

Key takeaway: Challenge the notion that people don't care about privacy. Actively take steps to protect your data and demand transparency from companies, as the growing awareness and incidents of data misuse show that everyone values their privacy more than they might admit.

Why Marketers Must Rethink Privacy and Ethical Practices

Siobhan gets straight to the heart of ethical marketing. Marketers often face the challenge of using tools that skirt privacy laws. The advice she offers is simple: put yourself in the customer's shoes. She believes this empathetic approach is crucial. It’s a lesson we teach kids about bullying—how would you feel if it happened to you? Marketers should apply the same principle to their practices.

When asked about using questionable tools, Siobhan emphasizes the need to consider personal feelings. How would you feel if your email was shared without consent? Or if your personal information was used to cold email you? Most people wouldn’t appreciate it. Marketers need to step back and think about the human impact of their actions.

Siobhan points out a fascinating contradiction: many marketers use ad blockers themselves. They don’t want to see ads, yet they’re creating them for others. This highlights a disconnect. By putting themselves in the recipient’s shoes, marketers can make more ethical decisions. This approach doesn’t just make legal sense—it’s about making the right choice morally.

Cultural differences also play a role. Siobhan recalls a trip to Korea, where CCTV cameras are ubiquitous. What’s normal there might feel invasive elsewhere. Marketers must consider these cultural nuances. By understanding the context, they can make choices that respect privacy across different regions. The goal is to balance legality and ethics, making marketing more humane.

Key takeaway: Evaluate your marketing tools by experiencing them as a customer first. Before deploying any tool, use it on yourself to understand the privacy implications and emotional impact. This practice helps you make more ethical and customer-friendly decisions.

Avoiding Creepy Data Practices in Personalized Marketing

Marketers often face the challenge of balancing necessary data tracking with personalization without crossing into creepy territory. Siobhan addresses this by acknowledging the delicate nature of data collection. Marketers need data to do their jobs effectively, but they must avoid overstepping boundaries. She recalls her time in measurement and technical marketing, describing it as a playground where data was plentiful, and the possibilities were endless. However, she emphasizes that what was once fun and innovative can now be seen as invasive.

When asked about maintaining this balance, Siobhan suggests that marketers must be mindful of consent. If a user willingly shares their data and understands the implications, marketers should feel free to use it. However, it's crucial to ensure that the user is genuinely aware of what they are agreeing to. The key is transparency and clear communication about data usage.

Siobhan also highlights the importance of being selective with data. Instead of collecting everything just in case, marketers should focus on the data they will actually use. This approach not only respects user privacy but also makes data management more efficient. Aggregated data can provide valuable insights without compromising individual privacy.

Finally, Siobhan acknowledges that balancing ethical considerations with business needs is not easy. Marketers must navigate regulations and user expectations while striving to achieve their goals. The challenge lies in finding creative solutions that respect privacy and deliver personalized experience...