#marketing #bestpractice ➜ "Make it easy to do business with." The problem is simple and all too common: According to research from the Baymard Institute, 24% of people abandoned their shopping carts because the #ecommerce site wanted them to create an account (the #2 reason after extra costs.) Take this example. A friend contacted me after being frustrated by a negative experience on the Cineplex website: he had to register and provide personal information (name, email, phone) when he only wanted to make a single tickets purchase to a specific movie. He was wondering if such practice was legal. IANAL, but IMHO it is not illegal, although I would say not in line with #dataethics. In the end, he decided to buy at the door, without providing any personal information... Think of it. Faced with the impeding #cookielessfuture, companies are being told "you need to collect your own #firstpartydata". Some call it #zeropartydata but I object to this definition. True zero-party data is one where the consumer keeps complete and total control over it, as Caden is working on, for example. Remember the concepts of #privacybydesign and #privacybydefault: a) data minimization: only the cardholder's name, card number, expiration date and security code are required (i.e., no email address, phone, address, date of birth, gender, links to social networks as Cineplex is asking in its profile...) ; b) limited purpose: used strictly for the current transaction; c) expiration: discarded immediately after the transaction. Now, if the customer wants to receive their ticket via email or SMS, they will, of course, have to provide that information. But again, this should be consistent with the #dataprivacy best practices mentioned above. And... don't forget the "Manage your account" page asks for geolocation and Vault JS revealed it uses no less than a dozen different #martech trackers, including: Adobe Analytics, Facebook, Google, Pinterest, TikTok, Snapchat, Tapad, Twitter, Brightcove, Demdex, Quantserve, Ad Nexus, etc. Each and every one of those is susceptible of enriching what they know about you, use it as they please, make money with it... So far, in Canada, there is no requirement for consent and no annoying popups like you see under the #GDPR and #ePrivacy... so the party goes on! #NoConsentNoTracking