Marketing technology (Martech) is a rapidly emerging space transforming how businesses market and advertise products. It consists of tools and software used in digital marketing, including analytics and tracking services, customer engagement platforms, and lead-scoring tools. With the proliferation of digital media, data-driven insights, and automation capabilities, marketers can reach new heights in customer engagement and loyalty.
Despite the numerous benefits martech advancements offer, security risks are an inevitable part of the equation. The reason being that every martech tool relies heavily on data, which must be safeguarded at all times to ensure the integrity of the business and the protection of customer information.
This guide will provide an overview of martech stack security, including best practices for mitigating security risks. Read on.
What Is Martech Security?
Martech security is protecting data and systems used in marketing technology. This includes databases, software applications, analytics tools, and customer engagement platforms. The goal of martech security is to ensure that all marketing data transmitted over digital networks is secure and confidential.
The security practice can be in-house or managed by a third-party service provider. However, it’s common for businesses to opt for managed services as they provide cost-effective, comprehensive security coverage and assurance. For example, businesses in New York can get IT consulting in New York for cybersecurity and cloud infrastructure that ensures martech stack safety.
Best Practices for Martech Stack Security
Protecting martech data is essential for businesses to maintain trust with their customers. Here are some best practices when it comes to martech stack security:
Partner With Security Experts
Cybersecurity is a very complex subject and requires expert knowledge. That said, partnering with a third-party cybersecurity team may help ensure the martech stack is safe from security threats, such as data breaches, ransomware attacks, and phishing scams. For example, you can hire the best IT services in NYC to cover cybersecurity audits, vulnerability scans, security architecture design, and user access controls.
The main advantage of using an external security team is that they provide regular updates to stay abreast of the latest threats and countermeasures. Moreover, they can automate audit trails, log reviews, and compliance management processes, providing more comprehensive coverage.
Set Clear Access Controls
Access controls should be set up to ensure that only authorized individuals have access to data stored in the martech stack. This is especially important for businesses that use multiple cloud services to manage their martech stack.
You can establish different user permissions for various departments and levels within your organization and use controls that grant access based on the user’s job function. For instance, marketing managers can have read/write access, while junior employees can have read-only access.
Use Multi-Factor Authentication
Multi-factor authentication (MFA) requires users to provide two or more pieces of evidence before being granted access. Usually, after inputting your password, you can use biometric authentication, such as a fingerprint or facial recognition, or security questions and codes.
MFA can provide an extra layer of protection that ensures only authorized personnel can access the martech stack. Even when passwords are compromised, the intruder won’t gain entry without the additional authentication, protecting your data.
Ensure Vendors Put Security First
Another way to protect your business against data breaches is by ensuring the vendors you work with prioritize cybersecurity. This means checking if the third-party services comply with industry regulations and follow best practices for data protection.
As most martech solutions are provided on a software as a service (SaaS) basis, it’s best to audit the security measures used by the vendors to ensure no data breaches occur.
Consolidate Data On the Customer Data Platform (CDP)
A customer data platform (CDP) consolidates all customer data into a single repository. It makes managing and accessing information and tracking customer behavior easier across different channels. It also enables businesses to accurately process, store, analyze, and use customer data efficiently.
CDPs are designed to be secure and compliant with industry regulations. They also provide features such as encryption, data masking, anomaly detection, and access control to ensure the highest level of security for customer data stored in the system.
Regularly Confirm Martech Stack Compliance
It’s essential to regularly check whether the martech stack complies with industry regulations and standards, such as the General Data Protection Regulation (GDPR). It requires assessing all processes and activities related to data protection within the organization. For example, a cybersecurity audit or an enterprise risk assessment can help identify potential security weaknesses.
This step also involves evaluating any changes in privacy laws that may affect how the martech stack operates and ensuring proper security measures are implemented to protect customer data.
Martech stack security is essential for any business that uses digital marketing solutions and campaigns. By following the steps outlined in this guide, you can help secure your martech stack, protect your customer data from unauthorized access, and ensure compliance with industry regulations.