Consent-positive data advocacy panels: Why do I need one, how do I build one?
May 16, 2022
In an era when most business decisions are (and should be) driven by data, having a team dedicated to consent-positive data advocacy within your organization makes a world of sense. In fact, with the increased focus on data policies and customer data privacy brands face, not having a data advocacy panel (or council) is bad counsel indeed.
Customers today want and demand data privacy. They want control and transparency when it comes to what data is being collected and how it’s being used. But importantly, they acknowledge their willingness to share information and build relationships with brand who respect these wishes:
What does a data advocacy panel look like?
A data advocacy panel is a cross-functional, durable team responsible for the oversight, prioritization, and budgeting of and for first-party customer data security, compliance and general best practices within an organization. According to Google Cloud’s Giusy Buonfantino, “One of the biggest challenges for data initiatives can be lack of executive support across business units. A cross-functional data advocacy panel can help drive consensus, assess the most important areas for action across the business, and provide visibility into silos. It can help you bring together the best technology and talent to find solutions that bring the power of data to every employee.”
So, what exactly does a Data Advocacy Panel look like? It should comprise representatives from every business unit that has some responsibility for protecting, collecting, creating, sharing, or accessing data. A shortlist of members might include marketing, IT/security, Legal, HR, accounting, customer service, sales, and partner relations.
The goal of a data advocacy panel is twofold:
- To set the strategy and policies for how data is handled throughout the organization
- React quickly to new data developments such as a potential data breach, shifting market sentiments, new technology (e.g., AI-based customer service), or new compliance requirements.
A data advocacy panel will help decide how, when, why, and where data is used in your business:
- What kinds of data should we collect?
- How do we ask for and secure permission to collect personal data?
- Who should have access to specific data and how do they request that access?
- What data practices will we allow and not allow?
- Do we treat new data differently than old data?
Who should you include? (Don’t forget your data security officer)
It’s important to note that a data council doesn’t displace the role of a data security officer. Issues such as data compliance, data security, etc. are still the responsibility of the chief security officer. Instead, a data council is designed to help make business decisions that either impact or are impacted by data. For example, the decision to roll out a new mobile customer service app might require registration and the collection of personal information. The data council could discuss how to best collect that information, whether existing information could be used for known customers, and how long data should be stored.
Why engage a data advocacy panel early?
Engaging a data advocacy panel early in business processes can have a profound impact on the success of new service rollouts, marketing initiatives, and online experiences. Most of us have experienced the frustration of investing time in a new application or campaign only to have it shot down at the eleventh hour by a legal department decision. This kind of unilateral decision making undermines innovation. By engaging with the legal department earlier in the process as part of a data advocacy panel, stakeholders can present their business case and hopefully find a balance between protecting the company’s interests and pursuing new opportunities.
Perhaps the most compelling reason to create a data advocacy panel is your customers. Studies show that customers are increasingly concerned about how their data is stored, shared, and secured. When customers see that a brand takes their data privacy seriously, they’re more willing to share data with them and more open to engaging with them. In that sense, you can think of a data advocacy panel as your own personal “trust us” league — that also happens to put the power of data in your employees’ hands.
Dive deeper with the second blog in our three-part series: Data advocacy panel: I’ve assembled my team, now what?
Or, for even more on data advocacy panels and how to implement them, check out our joint guide with Google.
