A couple of years on from the Cambridge Analytica scandal, and rather than being the nadir for privacy breaches, it has merely been the starting klaxon. Facebook is currently being dragged through the Australian courts for misuse of personal data, Marriott received an eye-watering fine for failure to comply with the GDPR in Europe, and Google suffered a similar fate for delivering ads that were derived from data that hadn’t been collected with user consent.
Privacy legislation may have swept the globe, in the form of the GDPR in Europe and CCPA in North America, but consumers are not solely relying on state intervention. They’re taking control of their personal data, resulting in a stark rise in ad-blocking tech adoption, the disabling of location tracking, and consumers regularly clearing cookies.
Where privacy has normally been an afterthought of most B2C brands’ go-to-market strategy, limited to a generic policy buried on the annals of its website and existing solely for mitigation purposes, it is now as vital a differentiator as price, product, and customer experience.
That is why Cheetah Digital has expanded its presence in Australia by building a dedicated environment in public cloud to service our Australian clients. This environment will allow Cheetah Digital to maintain data within Australia as well as provide the highest level of performance to our Australian users.
The Cheetah Digital Difference
This dedicated environment will empower Australian brands to have access to Cheetah Digital’s latest innovations faster — an end-to-end solution to turn unknown consumers into known and loyal brand advocates. For proactive brands, rooted in permission-based marketing and a fully-fledged privacy-first strategy, this is an opportunity to forge more honest, meaningful connections with consumers
This is a part of Cheetah’s on-going commitment to its valued Australian clients and their customers. By taking a privacy-first approach, our forward-thinking clients will be empowered to build direct relationships with consumers and, in turn, collect the data required to deliver true-personalized experiences, messaging, and loyalty initiatives across every digital channel.
Putting The Theory Into Practice: Bakers Delight
The first brand to take advantage of the dedicated environment and the benefits it provides, is world-renowned bakery franchise Bakers Delight.
“Bakers Delight are thrilled to have recently selected Cheetah Digital as our complete end-to-end marketing technology partner," said Kristy Elsworth, Loyalty, CRM & Digital Marketing Manager, Bakers Delight.
"After thoroughly evaluating the market, it was clear that Cheetah Digital was the only partner that could deliver an all-in-one solution to support us in achieving our business objectives and deliver a seamless customer experience; from developing a deeper understanding of our customers to driving brand loyalty, we know Cheetah Digital has the capabilities to support us in both the short and long-term. The data security and reduced latency that Cheetah Digital offered us with their market first Engagement Data Platform that resides in Australia was a defining factor in our decision-making.”
To try out the Cheetah Digital Customer Engagement Suite
contact your success team or request a demo.
Danny is a Content Marketing Manager for Cheetah Digital. Danny has spent his career in disruptive tech start-ups driving content strategy with a current focus on how brands can connect with modern consumers through a philosophy rooted in self-reported preference data. When he’s not extolling the value of zero-party data, he is guaranteed to be out running.