Privacy by design

 Right use: 
What data is appropriate in which circumstances? 
How much personalisation feels right? 
● 
Right context: 
What touchpoint? Is it suited to me or 
someone I live with, or to the brand?
● 
 Right moment: 
What stage of purchase/use?
(research, post-purchase, etc.)
Example:
Keep it relevant
In the “Responsible Marketing Deep Dive
”
,
24
a participant who 
was a regular customer at a sports retailer was frustrated that 
communications were too regular, too similar, and often contained 
irrelevant information. Purchases reflected their role as a football 
coach but information received referred to other sports. Given the 
information they had shared, the participant expected the company 
to know them and their interests, and get the marketing messages 
spot on every time.