Who is the Target Audience
Although the following points apply to all privacy policies, we’ll use ClickFunnels as an example. The example site is an eCommerce store selling vitamins and supplements.
The target audience for this particular product is anyone who visits a site with an interest in buying vitamins and supplements online. They may be existing customers of the product brand, individuals looking to achieve health benefits from taking vitamins and supplements, or else people who have stumbled upon the website by accident.
In short, you need to answer three questions:
- Who is collecting the data?
- Why are they collecting the data?
- What are they going to do with the data?
Let’s examine each element in turn.
Who is Collecting the Data?
In the case of our example, the data is being collected by a third party called Conversion Optimics. Conversion Optimics is a vendor that specializes in creating personalized inbound marketing campaigns for clients. They create personalized landing pages, collect session data, and use automated email campaigns to connect with site visitors.
In general, when a business partners with a marketing agency or vendor to create a customized marketing program for the site, the business owner must give explicit consent for the agency or vendor to collect and store their data. This is usually in the form of a written contract or a service agreement.
Why are they Collecting the Data?
It’s important to understand the purpose of the data before we move on to the next element. In the case of our example, the data is being collected to create a more personalized and tailored inbound marketing program for the site. This information will be used to send relevant and targeted content to the user as they move around the site.
One of the benefits of inbound marketing is that it brings highly relevant and personalized content to the user, all while avoiding the cluttered user experience that can come from massive email lists and endless banner ads.
What are they Going to Do with the Data?
The answer to this question will vary from case to case. Some businesses may want to archive the data for a later use. Others may want to use the data to improve their services or offer customers special discounts. A third option is to sell the data to a third party or use the data for proprietary research.
In our example, Conversion Optimics is going to use the data to create more personalized inbound marketing campaigns for the site’s customers. This will involve using email automation tools to send targeted messages to the user.
From the outset, it is important to point out that not all data collection is bad. If you choose to partner with a vendor to collect and analyze data, there are numerous ways that this can be beneficial. One potential upside is gaining more traction with existing customers. If the data shows that certain marketing strategies are generating positive results, then you should definitely consider continuing with the same approach.
Compliance is another important element to consider as a business owner or marketer. To reiterate, when a business partners with a marketing agency or vendor to create a customized marketing program for the site, they must give explicit consent for the agency or vendor to collect and store their data. This is usually in the form of a written contract or a service agreement.
If you’re interested in creating a custom marketing program for your site and want some assistance, then give us a call today at 844-484-6388.