The Battle for ATTENTION: Will AI Save The Advertising Industry in a Privacy-Driven Economy?

Cracking the Code: Redefining Marketing Success with Decision Intelligence

By SCUBA Insights

We live in an increasingly digitized world. Google estimated that within any given user journey, there are 20-500 digital touchpoints.

It’s easy to accept that in such a digital-first world, businesses must regularly process an immense and unprecedented amount of digital events. Theoretically, this should mean that there’s a vast goldmine of data for marketers to leverage in advancing their business goals and turbocharging ROI. And it does.

Yet, as many marketers will echo, making sense of that data presents significant challenges. This piece will explore key challenges, such as mounting data privacy legislation, initial compliance costs, and costly infrastructure. It will then offer a compelling and future-forward solution for marketers: decision intelligence.

Let’s get started, shall we?

Data, Privacy, and Regulatory Compliance

As consumer awareness surrounding data privacy grows, so too, does legislative pressures related to safeguarding data privacy. And the cost of compliance, for example, is quite remarkable.

Take GDPR for example. To achieve initial compliance, EY and IAPP reported in 2018, the average organization spends over $1M USD. 

This is further complicated in the context of the U.S, where the absence of a national framework has left businesses and legislators to make sense of a patchwork of state and international laws. This, too, bears additional compliance costs for US companies.

The Infrastructure and Accessibility Challenge

By now, you may be wondering if there is existing infrastructure to simplify the compliance process, and cut down on costs. The answer can be rather complicated, but in short, no.


Many privacy-enhancing technologies, such as data clean rooms, are often used to facilitate secure and controlled data collaboration among organizations. These environments aim to enhance privacy by allowing data sharing without exposing raw data directly to all parties involved. In theory, it’s an effective solution.

While marketers are heavily investing in these privacy-enabling technologies, accessibility, or lack thereof, remains a challenge. What do we mean by inaccessible?

Although positioned as turn-key, these technologies aren’t designed for the average business user. They commonly require laborious data prepping, piping, and once that is complete, data scientists and/or data engineers are needed access data and formulate insights. As you might imagine, this is quite resource-intensive, and doesn't facilitate in-the-moment activation.

Decision Intelligence, SCUBA, and the Path Forward

In this context, decision intelligence offers a viable path forward for brands, and other data-driven organizations. It supports nuanced decisions across departments and between levels. It allows brands, and decision-makers, to reach conclusions with both context and speed.

Decision intelligence encourages the utilization of a platform's tools not for the sake of reporting on events, but rather for exploration and supporting daily business decisions within an organization

Enter SCUBA, a trusted collaborative decision intelligence platform, providing in-the-moment insights without compromising privacy. Global brands like Microsoft, McDonald's, Twitter, and Warner Bros. trust SCUBA to gain in-the-moment insights across billions of touch points, fueling real-time experiences and growth.  

To learn more about SCUBA, and how it can power your bottom line, speak with an expert.

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