An educational series on the EU's soon-to-be-implemented General Data Protection Regulation (GDPR)
Many marketers are concerned about GDPR because of its stringent consent requirements. Others are focusing on use requirements and their ability to quickly "forget" a consumer if requested to do. These and other aspects of the regulation revolve around one key variable – do you actually know where all your consumer data goes?
Unfortunately for many marketers, the answer is often no. That's because data collection often occurs through separate, disparate systems such ESPs, marketing automation software, CRM systems and more. The picture gets blurrier when you factor in brand, department, language or regional differences that add yet another layer of separation.
The net effect of all these data siloes is an insuperable obstacle to GDPR compliance. Companies that lack a central repository of customer and prospect information should address their data storage and access challenges before worrying too much about collection best practices.
After all, if you can't locate all of it or offer specific evidence of how you are using it, it doesn't much matter how you got it in the first place. You will already be in violation and facing severe penalties.
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.