Automation and process workflow optimisation

Data Security in Marketing Automation

What are the consequences of underinvesting in data security and privacy programs? Of course, the first thing that comes to mind is regulatory fines. But the ultimate price businesses pay, in this case, is trust.

The importance of data and analytics has motivated most businesses to rely heavily on implementing top-notch technology like marketing automation and expanding their information portfolios. As the most important business asset, data keeps requiring more and more attention.

Does this mean that those capturing more data have more power? In a way, they do. But with great power comes great responsibility. And that responsibility implies understanding the type of captured data, how it can be used, and how companies can ensure the security of sensitive digital assets.

The creed of many high-tech companies is to boldly go where no company has gone before. That is very much the case with companies striving to expand their information portfolios by implementing marketing automation.

Naturally, information-savvy behavior is now the new normal. But it inevitably comes down to data protection that, among other things, helps to maintain the trust of your clients.

Let’s further explore the role of data security in marketing automation and why businesses need to leverage it to drive even more business value.

What makes data security important

The principal goals of collecting data are to understand the audience, make required product improvements, and enhance customer experience. But as data processors, companies have to follow the rules and regulations about using or reusing this data for specific marketing purposes.

Companies offering marketing automation solutions serve as data processors. Since marketers depend heavily on tracking and analytics, most brands choose to implement automation solutions that deliver critical data required for strategic marketing decisions.

Here’s why marketers should focus on implementing only compliant and secure solutions.

Build trust

It’s no secret that every customer and prospect puts trust in a business while filling out contact forms, subscribing to newsletters, or signing up for free trials. So while sharing personal information might not seem like a big deal, it actually is for every user.

Today, consumers expect businesses to keep their information safe and use it only in their best interests. As a marketer, you need to make sure that the tools and automation solutions you use comply with all the data protection principles and follow the rules accordingly.

Verify data protection capabilities

Data protection is the highest priority for most companies that offer marketing automation solutions. However, as a customer, you need to make sure that the company’s data center and network architecture are designed with data protection in mind.

In a nutshell, an organization has to meet global compliance standards. Let’s take Phonexa’s suite of marketing automation solutions as an example. The company ensures asset security through cloud services that follow such standards as Internal Organization for Standardization (ISO) and the International Electrotechnical Commission.

Furthermore, it’s crucial for businesses acting as data processors and offering marketing automation solutions to pass a SOC 2 compliance audit. This way, their clients and users can be confident about the safety of their personal information.

Importance of preventative controls

You’ve probably heard the expression, “A chain is only as strong as its weakest link.” Unfortunately, this is very much the case with system vulnerability and penetration testing.

While cloud solutions are incredibly comfortable to use, they need to have preventative security plans in place. As a result, some companies choose to cooperate with external security partners, relying on their expertise in the field. They help perform several security checks annually, reduce risks, and protect user data.

It’s worth mentioning that companies also need to engage in weekly vulnerability assessments to ensure that their systems are well-protected from possible incursions. The internal expert tech teams often conduct such measures.

Whatever the case is for the company providing you marketing automation services, you need to make sure that they can handle even the most notorious cyberattacks.

Check for CIPP certification

When it comes to marketing automation platforms, their key company staff must have a CIPP certification matching a specific region. As the most encompassing certification program for privacy and data protection, CIPP ensures meticulous training in privacy-enhancing technologies and helps company staff handle all legal requirements.

Committing to privacy

Prioritizing data security is the number one task for any company. As a marketer, executive, or business owner, you need to build relationships with clients, deliver elevated customer experiences, and ensure security.

When you choose a marketing automation solution to collect and store your data, the company has a duty to provide verifiable compliance and make it easy for you to employ the proper data security procedures. At the end of the day, it’s imperative for all parties to invest in data protection. Otherwise, how can you ensure significant returns?


Staff Writer at CPO Magazine