An educational series on the EU's soon-to-be-implemented General Data Protection Regulation (GDPR)
GDPR compliance means that companies can no longer collect consumer data and figure out what they intent to do with it later. Many companies, recognizing the inherent value in personal data, have long operated under the assumption that more is better as it affords them greater flexibility in campaign creation and personalization.
While this is already inadvisable, GDPR will make this approach downright foolish for companies communicating with EU citizens. Once implemented, GDPR will present companies with two challenges:
You must plan and declare your data usage intentions in advance, and
Your systems must be able to remove the data when you are done with it.
Taken together, these challenges will require companies to adopt a "privacy by design" approach to customer and prospect communications. That means a foundational recognition of the contact's right to privacy, a clear goal for all data collection and an efficient means for locating and destroying all data that directory or indirectly relates to a contact should the need arise.
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.