Becoming a Privacy-Centric Marketing Organization

Lucas Long, Michael Loban, Alex Yastrebenetsky, and Kent Oldham

As marketing, analytics, legal, and IT professionals at enterprise organizations know, the new privacy-centric reality is here. Consumer expectations and government regulations for the collection and management of user data have shifted dramatically, forcing companies to adapt their data collection and governance strategies.

In the second book of the bestselling Crawl, Walk, Run series, privacy-centric digital marketing leaders Lucas LongMichael LobanAlex Yastrebenetsky, and Kent Oldham present a sustainable framework for respecting consumer privacy while pushing your company to new heights. Because it’s not enough to be legally compliant, you’ll learn how to renovate your data approach with a formula for creating stronger customer relationships. Crawl, Walk, Run is a must-read for anyone ready to build a durable, long-term marketing data strategy and prepare for the privacy-centered present and future.

Press & Praise

Kevin Hartman, Chief Analytics Evangelist at Google

Consumer expectations of privacy and government regulations are reshaping the way advertisers approach their day-to-day work. The InfoTrust team provides insight into the new marketing reality and actionable steps readers can take to be more successful today.

Jon Euerle, at General Mills at Measurement Product Manager, Enterprise Digital Capabilities

The fear of the unknown can be paralyzing for a business and their partners, but as the InfoTrust team illustrates, the unknown can be an opportunity (and advantage) for those who mindfully plan ahead.

Caroline Basyn, Strategy & Transformation Europe at PepsiCo

Long, Loban, Oldham, and Yastrebenetsky combine their diverse professional experiences to help enterprise organizations understand where to start when it comes to privacy, as well as a roadmap for maturing their own expertise in the space. A must-read for all marketers going forward to understand the dos and don'ts of personal data collection.

Lucas Long is the Director of Privacy Strategy at InfoTrust, working at the intersection of digital strategy, privacy regulations, and technical data collection architecture. His work has been featured by the Digital Analytics Association and in the Journal of Applied Marketing Analytics.

Michael Loban is the Chief Marketing Officer at InfoTrust. He’s an adjunct instructor at the University of Cincinnati and Xavier University, and is also a presenter and author, with work published in Forbes, AdWeek, and CIO Magazine.

Alex Yastrebenetsky is CEO and Co-Founder of InfoTrust. Under his leadership, InfoTrust has multiple appearances on the Fortune 50 Best Small & Medium Workplaces list and has become a trusted advisor to more than forty-five Fortune 500 companies. Alex was a 2020 EY Entrepreneur of the Year finalist and is coauthor of the Crawl, Walk, Run series.

Kent Oldham is COO of InfoTrust. Prior to joining InfoTrust, Kent spent thirty years at Procter & Gamble, leading privacy and security work across over a thousand sites at the enterprise consumer packaged goods company.

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