Automotive company Lexus has joined a new initiative that ensures customer data is validated and increases privacy compliance, MediaPost reports. Through the initiative, marketing campaigns will only use validated first-party data to ensure compliance. In Lexus' case, measurement data is purchased directly from the consumers to determine what prompted the buyer to go into the dealership. Validating the user data also helps marketers understand the most effective medium, whether it is social media, online advertising or other means. The initiative was launched by Influential, an IBM Watson–backed company that pairs social influencers with global brands, Killi, a privacy platform, and iCrossing, a data-driven digital agency.
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