The data protection landscape is about to be transformed with the General Data Protection Regulation (“GDPR”) coming into force on 25 May 2018 and UK Information Commissioner, Elizabeth Denham, emphasising that Brexit "should not distract us from the important task of compliance".
With just over 6 months left to prepare for the biggest shake-up of data protection law for many years, Jim Conning (Managing Director of Royal Mail Data Services) believes the GDPR represents an opportunity for marketers "to improve the quality of their customer data once and for all" and that "agencies and brands should see the GDPR as a catalyst to shape more nuanced approaches to customer data that can mitigate the effects of churn and ultimately drive more positive customer experiences."
Whether the deadline is an opportunity or a headache, compliance is not optional and we are currently working with many brands and agencies on the organisational changes needed as they prepare for May 2018.
If you haven't started on your preparatory work yet...our video on 11 ways to prepare for the GDPR is a useful place to start.
When the General Data Protection Regulation (GDPR) is enforced on 25 May 2018, it will represent the biggest shake-up of customer data in over a decade. Yet while many organisations might regard the scramble to clean up their data ahead of the compliance deadline as a headache they could do without, I believe marketers and data professionals alike should view this deadline as an opportunity to improve the quality of their customer data once and for all. In an era of increasing personalisation, with consumers now expecting a level of service that first and foremost recognises them as individuals, it is surprising how many brands and agencies are still failing to adequately monitor and validate the accuracy of their most important resource – the information they hold on their customers.
https://www.campaignlive.co.uk/article/why-gdpr-usher-new-era-marketing-excellence/1448316
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