Execs ID privacy, communication as 2022 priorities

Jan 13, 2022 | 12:01 am

More brands are looking at the phrase ‘digital first’ as being key to their overarching strategy moving forward. Part of that is a renewed focus on protecting users’ privacy and prioritizing safe communications between the brand and the user. Beginning in ’21 many executives invested in customer data platforms to help them firm up strategy and about three-quarters (70%) seeing a positive ROI from that investment within six months. Most (96%) reported a full return of that initial investment within the year.

“CDPs are becoming a must-have due to massive shifts in online behavior and the increase in privacy regulations we saw last year.  The types and sources of customer data are only growing and we see CDP adoption rapidly scaling to ensure data is collected, optimized and activated in a secure manner,” said Tealium’s Chief Marketing Officer, Heidi Bullock. “We were excited to see the research also affirms that CDPs regularly drive meaningful ROI within a year of implementation.”

Other interesting findings from Tealium’s report include:

  • 87% of marketers say they’ll up their tech investment in 2022
  • Financial Services, Retail, Tech, and Healthcare are the areas where most executives think tech will have the biggest impact
  • At least half say they increased spending in ’21 have the severe cutbacks of 2020

More data from Tealium’s report can be accessed here.


Kristina Knight is a freelance writer based in Ohio, United States. She began her career in radio and television broadcasting, focusing her energies on health and business reporting. After six years in the industry, Kristina branched out on her own. Since 2001, her articles have appeared in Family Delegate, Credit Union Business, FaithandValues.com and with Threshold Media.