I recently shared my perspective on privacy-first digital marketing with Senior Executive:
Rachel Perkins, Founder and Chief Strategist at Venturesome Strategies, takes a pragmatic view of tightening regulations.
“The best adaptation isn’t to work around these rules but to embrace new strategies that balance measurable performance with transparency and client trust,” she says.
Perkins recommends starting with data that’s been willingly provided and that your company or your clients actually own.
“Leaning into consent-based data collected directly from your own channels—such as email sign-ups—is reliable, transparent and regulation-compliant,” she says.
Perkins also reframes what success looks like in client conversations, shifting discussions away from platform-specific metrics and toward outcomes that leadership teams already value.
“It’s important to emphasize holistic, business-level impact—not just clicks or leads,” she says.
