Navigating Data Standards in Business Strategy

Tiffany Johnson is a data and audience strategy professional with 20+ years of experience working with some of the world’s largest advertisers. She is also an adjunct professor at New York University’s School of Professional Studies graduate program teaching Consumer Behavior and Business Planning. In addition to her industry and academic work, she advises organizations on data strategy, audience intelligence, and business transformation through her consulting practice, Xente Consulting.Daniela Molta is a professor of digital advertising at Syracuse University whose research focuses on how data practices, specifically data ethics and privacy decisions, shape real-world outcomes for organizations and communities. She has 18+ years of industry experience across in-house marketing teams and media agencies, and now at her own strategic consulting firm, CaliYork Consulting.

"This manuscript offers a timely and accessible synthesis of legislation, organisational practice, and business strategy, helping readers understand how data-related principles, regulatory trends, and internal processes interact. A focused and practical resource, it will be valuable to researchers, practitioners, and interdisciplinary audiences working at the intersection of policy and practice."—Elizabeth S. Maloba, Global Diplomacy Lab. “From data collection to decision-making, this book clarifies how consumer data drive growth, and why disciplined data practices are essential for accuracy, accountability, and performance.” —Edward C. Malthouse, Erastus Otis Haven Professor, Northwestern University, USA. “A refreshing resource that reframes data privacy from a compliance hurdle into a strategic asset. Approachable and practical. This book provides essential insights for businesses, educators, and any consumer curious about their digital footprint. Finally, a guide that makes data ethics as interesting as they are essential.”—Ewa Maslowska, Associate Professor, Advertising Education, University of Illinois, USA.“As data continue to fuel advertising and marketing, Tiffany Johnson and Daniela Molta challenge our industry not to become so enticed with the possibilities of big data that we sacrifice consumer trust. This book centers consumer data privacy as a crucial lens through which professionals should ethically consider their audiences, develop strategy, and generate growth.”—Natalie Brown Devlin, Assistant Professor, Stan Richards School of Advertising and Public Relations, The University of Texas, USA.

• Acknowledgments; Introduction; Section 1.Defining Consumer Data and Understanding; Chapter 1. What Is Consumer Data and How Is It Collected?; Chapter 2.The Value of Data in Business; Chapter 3. Defining Privacy in Today’s World; Chapter 4. Beyond Privacy, An Opportunity for Developing; Section 3.The Rise of Personal Data Awareness, and Why You Should Care; Chapter 5. Modern Myths, Real Fears; Chapter 6. Data Privacy Is On Our Minds; Chapter 7. Personal Data Privacy Choice in Action; Chapter 8. Building Trust as a Solution; Section 4. What’s In An Audience? and How Do We Use It?; Chapter 9.Why Should My Business Care?; Chapter 10. You Collect, I Collect, We All Collect; Chapter 11.Structuring Data Collection, Usage, and Integration of Principles; Chapter 12. Guiding Decisions on Data Principles and Practical Application; Conclusion; Index