How Da Vinci Handles Data: Privacy, Protection, and Performance

We’ve all heard the data privacy scandals. There’s nothing more frightening—for customers or for brands—than having personal data exposed in an uncontrolled environment. And with the onset of AI, the risk of data breaches is higher than ever. 

That’s why, in the midst of the AI buzz, it’s crucial to choose marketing AI that not only performs, but prioritizes data privacy and protection. With Da Vinci AI—a marketing solution crafted to deliver personalized content for individual customers within large-scale campaigns—you get a robust technical foundation that safeguards both brand and customer data.

Da Vinci’s Privacy and Protection

When it comes to data, there are three areas to keep top-of-mind: usage and storage, security and handling, and transfer mechanisms. We’ll break each one down and provide a quick overview of Movable Ink’s policies for all three.

Data Usage and Storage

Correct usage and storage begins with the type of data accepted. Da Vinci only uses first-party data provided by clients—never third-party sources, one of the most common causes of breaches. Additionally, Da Vinci never commingles any incoming data.

From there, the data is stored for up to two years—allowing year-over-year analytics that inform campaign planning. Associated contact lists are deleted every 30 days unless the client needs additional updates. That 30-day window isn’t a limitation; data can be deleted even sooner if the client requests it. 

Data Security and Handling

Data in and data out looks good. What about the processes client data undergoes during that 30 days?

At this stage of data handling, Da Vinci adheres to top industry standards for data security, including SOC2 compliance. That includes independent audits to ensure key requirements are being met, such as system checks, processing integrity, safeguarding sensitive information, and more.

Within those requirements, data feeds used by Da Vinci are PGP encrypted and/or gzip compressed, and any sensitive personal data is not permitted within the feeds. Any Personally Identifiable Information (PII), like email addresses, are handled by Da Vinci independently. 

Data Transfer Mechanisms 

From social media platforms to online banking, two-factor authentication is always recommended. The same goes for any data transfer within Da Vinci. Whenever data is transferred via Secure File Transfer Protocol (SFTP) or Google Cloud Storage (GCS), additional authentication is required for access. Any of these data connections can be configured and managed within Da Vinci’s web application directly.

Da Vinci’s Performance Potential

With data safe and secure, marketers return to the question that brought them here in the first place—what AI solution actually delivers results? In Da Vinci’s case, there are three key ways it drives performance:

AI and Machine Learning

Da Vinci uses a combination of deep learning, predictive, and generative AI to curate personalized content that goes beyond just a customer’s past behavior—a groundbreaking shift from relying solely on historical data. Brands can opt in to utilize generative AI, which Da Vinci uses only for subject line generation. Businesses that leverage this feature create a brand-generated style guide, and Da Vinci relies on a combination of AI and marketer input to maintain constant brand integrity.

Once the content is generated, Da Vinci continuously tests, learns, and optimizes to refine the output. Every customer signal has an impact and contributes to fine-tuning content and messaging over time. 

Technical Infrastructure

Most brands exploring AI rely on a range of marketing tools and data warehouses for everyday operations. That’s why Da Vinci supports big-data processing technologies and deep learning frameworks such as Spark, PyTorch, and more. It’s designed for ethical, transparent use—where data integrity remains a top priority, whether it’s using specific feed formats or using contact, transaction, and product data for personalized email deployments. 

Performance Insights

Once a campaign is deployed, Da Vinci provides content-level performance insights. It quantifies the effectiveness of a creative both for individual customers and for your file as a whole, tracks audience trends, and measures overall campaign performance. 

This process makes uncovering campaign metrics scalable by automatically pulling in real-time results across multiple data sources. Staying in sync with customers’ ever-changing reactions, and even predicting what they want to see next, offers unparalleled insight for future campaign planning. 

It’s these types of insights that transformed Ballard Designs’ approach to email content:

Using Da Vinci’s constant optimization, their team was able to learn from every campaign and automatically apply those insights to improve future sends. In this case, customers’ responses to a previous rug campaign—a message that tested various formats, hero images, and copy—influenced their upcoming textiles email, even though the product itself was different. By applying those insights, Ballard Designs saw a major lift in key metrics across the board: a 25X increase in revenue per send, an 11X increase in conversions, and a 2X increase in AOV.

Choose the Effective, Data-Secure AI Solution. 

With Da Vinci, marketers don’t have to choose between data integrity and results. They get the best of both worlds, unlocking higher engagement, revenue, and loyalty than ever before.

Discover Da Vinci for yourself by booking a call with us or exploring the AI-focused resources below.