An educational series on the EU's soon-to- be-implemented General Data Protection Regulation (GDPR)
Most marketers think about customer data in terms of its potential use. Personal data fuels campaigns, tailors landing pages and drives bottom line results. How can they be effective under GDPR?
To begin, they need to think about the basis of their efforts. Does it begin with consent tied to specific use? Or was this data obtained by other means?
Secondly, do you have the capability to prove that consent, answer consumer questions about it and, if necessary, completely erase a contact if a consumer requests to be forgotten?
These factors undoubtedly lessen marketers' freedom to use data for outreach. But it doesn't completely bar them from sound, effective interaction and loyalty cultivation so long as they are supplied with the technology and data governance needed to succeed in a GDPR world.
For more informative videos about GDPR, click here, or to view a full webinar on GDPR and consent capture best practices, click here.
About the Author:
Eric V. Holtzclaw is Chief Strategist of PossibleNOW. He's a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. His book with Wiley Publishing on consumer behavior - Laddering: Unlocking the Potential of Consumer Behavior - hit bookstores in the summer of 2013. Eric helps strategically guide companies with the implementation of enterprise-wide preference management solutions.