Welcome to the World of Privacy and Brand Value
Privacy law is not just about rules and regulations—it’s about protecting human rights and building trust with consumers. While many businesses view privacy as a box to check off for compliance, some understand that emphasizing privacy can actually enhance customer relationships. And then, there are the trailblazers who have turned privacy into a key differentiator for their brand.
At the 2024 Bridge Summit hosted by Privado, Robert Bateman led a dynamic discussion on how companies can leverage privacy to boost their brand value. Joining him were three distinguished privacy professionals:
- Emilie Kujit, Data Protection Officer (DPO) at AppsFlyer
- George Jones, Senior Data Privacy Specialist at ZoomInfo
- Conor Hogan, Global Director of Privacy & DPO at BSI
Empowering Your Team with Privacy Experts
Building Trust Through Communication
George Jones shared how ZoomInfo, as a data-centric company, faces unique challenges in ensuring privacy compliance.
“We deal with vast amounts of business contact data globally. Navigating different privacy laws in various countries adds complexity to how our customers can utilize this data,” Jones explained.
Upon joining ZoomInfo, Jones took on the crucial role of guiding customers through evolving data privacy regulations.
“We lacked the resources to assist our customers in this area. That’s where my role came in,” Jones added.
Fostering a Culture of Ownership
Emilie Kujit recounted how she was hired to establish a culture of privacy ownership at AppsFlyer.
“When I joined three years ago, privacy was a priority but lacked dedicated focus. I became the first full-time Data Protection Officer (DPO),” Kujit said.
Previously, privacy responsibilities were scattered across departments at AppsFlyer. Kujit’s appointment marked a shift towards centralizing privacy efforts.
Showcasing Values Through Expertise
Conor Hogan discussed how BSI, a standards-setting organization, appointed senior privacy leaders to elevate its commitment to privacy.
“BSI recently appointed a DPO, a move that may seem unconventional. However, we prioritize ethical practices not just for compliance, but as a core value,” Hogan emphasized.
Cultivating a Privacy-Driven Culture
From Compliance to Culture
Emilie Kujit emphasized the importance of integrating privacy into the fabric of the company to create a positive impact.
“I aim for privacy to be seamlessly woven into our operations. Educating teams about the role of a DPO is key in this process,” Kujit shared.
To ensure privacy resonates across AppsFlyer, Kujit tailors training sessions for different departments, aligning privacy practices with each team’s functions.
Evolving Privacy Practices
George Jones highlighted ZoomInfo’s existing strong privacy culture, which he has further refined during his tenure.
“Our leadership team values privacy, and our internal mechanisms reflect this commitment. We continuously enhance our privacy program through audits and accountability frameworks,” Jones stated.
Proactive Privacy Culture
Conor Hogan detailed how BSI’s longstanding privacy standards have evolved under his guidance to foster a proactive approach to privacy.
“We’ve instilled a cultural shift where employees seek advice on privacy matters rather than viewing it as a checkbox requirement,” Hogan shared.
Transparent Communication with Customers
Empowering Sales Teams
George Jones emphasized how privacy is integrated into the sales process at ZoomInfo, equipping sales representatives with the knowledge to address privacy concerns.
“Privacy can be a significant concern for customers new to data purchasing. We train our sales teams to engage in privacy discussions and provide direct access to our privacy experts,” Jones explained.
Building External Trust
Emilie Kujit detailed AppsFlyer’s commitment to transparent privacy communication.
“We’ve developed a comprehensive privacy hub on our website to educate users on global regulations. Our resources guide developers on privacy compliance, showcasing our expertise,” Kujit added.
Innovating with Privacy at the Core
Enriching Products with Privacy
Emilie Kujit highlighted how integrating “privacy by design” has enhanced AppsFlyer’s products.
“Our products prioritize user privacy by default. Customers have control over data sharing, aligning with their preferences,” Kujit emphasized.
Customizing Privacy Solutions
Conor Hogan emphasized the need to tailor “privacy by design” strategies to an organization’s unique requirements and risk profile.
“Privacy frameworks must align with the organization’s technical landscape and maturity levels to effectively mitigate risks,” Hogan explained.
Evaluating the Impact of Privacy Initiatives
Measuring Value Beyond Numbers
Conor Hogan pointed out that assessing the impact of privacy initiatives goes beyond monetary metrics.
“Metrics like breach incidents avoided, regulatory compliance, and customer satisfaction reflect the true value of a robust privacy program,” Hogan highlighted.
Quantifying Privacy’s Influence
George Jones discussed how ZoomInfo calculates the impact of privacy efforts on business outcomes.
“We track interactions with customers and attribute our support to deal sizes, demonstrating the tangible value of privacy in our operations,” Jones explained.
