Privacy by design

purchase stage vs. 
exploration stage of the 
customer journey
Increase in relevance
19%
Increase in positive emotion
F IG U R E 0 2
20 
Ipsos, U.K., Responsible Marketing Deep Dive, 2020. 
21 
Ipsos, the Netherlands, Data Privacy Study: Consumer Model of Data Privacy, 2020.
22 
Ipsos, U.K., Germany, France, the Netherlands, Data Ethics Study: Data Ethics and Effectiveness, Part 1 — Ethics (n=6,000), 2021.

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M A K E I T M E A N I NG F U L
1 7
This suggests that context directly corresponds to delivering meaningful 
marketing. To create impact, brands must be selective in the use of data, 
both to deliver an experience that feels ethical to customers and to deliver 
messaging at the moment of greatest impact. 
In delivering value to customers, brands must consider what data they use
to deliver marketing in specific contexts. People respond better to brands 
whose advertising reaches them at a relevant point in their customer journey, 
and conversely, are put off by brands whose advertising fails to do this. 
The expectation, therefore, is for brands to deliver messages tailored to 
individual circumstances. So being there in the 
right context and moment 
is key
. As participants told us during the qualitative “Responsible Marketing 
Deep Dive
”
,
this means making the right judgment in each of the following
three areas: 
23
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