1、MARKETING AND DATA SECURITY:The Unlikely Brand Building PartnershipCan Marketing and Security Safeguard Brand Trust Amid the Data Storm?MARKETING AND DATA SECURITY:THE UNLIKELY BRAND BUILDING PARTNERSHIP2 2024 CMO Council.All rights reserved.TABLE OF CONTENTSIntroductionHow Marketing Sees ThreatsIni

2、tiatives,Campaigns,MarTechCapabilities:Brand,Data,CX,EXMarketing-Security Relationship Strength by IndustryOvercoming ObstaclesKPMG Expert CommentaryPSEG Long Island:John Kupcinski Teradata:Aditi UppalThe Doctors Company:Jesmine La RussaVeteran Product Marketing Leader:Harsh SinghTrustwave:Jodie Hoa

3、re(formerly)35681112141718192021SECTION 2:SECTION 1:SOUND OFFCOLLABORATION&ALIGNMENTMARKETING AND DATA SECURITY:THE UNLIKELY BRAND BUILDING PARTNERSHIP3 2024 CMO Council.All rights reserved.Marketers are looking to acquire more customer data from more sources with the sunsetting of cookies.Data-hung

4、ry artificial intelligence(AI)technology,such as ChatGPT,leverages data in whole new ways.Personalized messaging and targeted campaigns mean more information flowing through the data supply chain.Breaches and incidents are likely,if not imminent in some cases,and will take a sledgehammer to brand tr

5、ust.The unexpected line of defense:the Chief Marketing Officer(CMO)-Chief Information Security Officer(CISO)partnership.Is your partnership strong enough to keep your brand safe during the coming data storm?In this study,conducted by the CMO Council and KPMG,we found that a third of marketing-securi

6、ty partnerships are not collaborating effectively to acquire,maintain,and secure customer data for competitive advantage.The jury is out on the other two-thirds.The good news is that the vast majority of marketing leaders understand the importance of the marketing-security partnership to preserve br