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Data Privacy: What the Consumer Really Thinks


Get the full DMA report, sponsored by Acxiom
Marketers want lasting customer relationships that are based on trust, results and trust, and they know that handling data responsibly while respecting privacy is critical. If we can make this point clear to consumers – our past and future customers – then our data-driven future will be bright.

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This new DMA report, sponsored by Acxiom, quantifies American sensibilities around data privacy, the data economy, and the sharing of personal data. Data Privacy: What the Consumer Really Thinks is based on a November 2017 survey conducted by Foresight Factory, composed of more than 2,000 U.S.-based respondents over the age of 18. Beyond the bluster and scare tactics around digital privacy, consumers share their real feelings on how they view the modern data exchange.

Hear from executive at DMA and Acxiom about this new research, and how your company can strengthen its customer relationships built on truth, results, and trust.



Sheila Colclasure

Chief Privacy Officer and Global Executive for Privacy and Public Policy
Acxiom and LiveRamp

Sheila Colclasure is Chief Privacy Officer and Global Executive for Privacy and Public Policy for Acxiom and LiveRamp. Sheila directs information use policies, compliance, consumer affairs, government affairs and related public relations for Acxiom’s operations globally, and has developed and implemented policy and practice for Acxiom’s Privacy and Public Policy Program since 1998. Sheila participates in numerous domestic and international efforts to help develop effective public policy, establish industry best practices and achieve maximum harmonization of information policy across the world. With extensive knowledge of laws governing the collection and use of information worldwide, she is sought out by policy makers, regulators and government agencies for her views on ethical data use.


Neil O’Keefe

Senior Vice President, DMA Division
ANA | Association of National Advertisers

Neil O’Keefe is the Data & Marketing Association’s SVP of Marketing & Content. In this role, O’Keefe is responsible for Business Insights, Marketing, Digital Strategy, and Education. As a senior executive on the DMA Leadership Team, O’Keefe leads the association’s strategy of modernizing the CRM and digital infrastructure. O’Keefe is also responsible for the reinvigoration of DMA’s communities and DMA’s Marketing Education Program, which delivers certifications in multiple marketing concentrations to a global audience. He also serves as Co-Executive of DMA’s Data-Driven Marketing Institute with colleague Chris Oswald, who is DMA’s Vice President of Advocacy.

What You'll Learn

  • checkmark What percentage of Americans define themselves as “data pragmatists,” those individuals more comfortable with the data exchange and the benefits they receive from the data economy
  • checkmark How consumers feel about data sharing and its contribution to society, including data use, exchange, and security
  • checkmark How trust and transparency remain essential elements to developing a sustainable data economy
  • checkmark Whether the data landscape in the U.S. is more advanced than those of other nations around the world

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