![Effect Of Data Encryption On Content Marketing, October 2014 [CHART]](https://www.marketingcharts.com/wp-content/uploads/2014/10/AcronymForrester-Impact-Encrypted-Data-Content-Marketing-Oct2014.png "Chart - Effect Of Data Encryption On Content Marketing")
Among US digital marketers who use keyword data to inform content and digital marketing efforts, most (59%) do so to inform paid media efforts and to understand customer intent (51%). When asked about the impact of encrypted data, almost two-thirds said it will negatively impact their understanding of customer intent, while roughly 6 in 10 see a negative impact on how they inform their paid media efforts (62%), determine content placement (61%) and identify themes to address with content (60%). Without keyword-level search data to identify searcher intent, digital marketers are most likely to turn to web analytics data (76%), paid search data (keyword performance used in paid search; 67%). Source: Acronym Media / Forrester Consulting
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