When was the last time you sat down and read through 60 pages of terms and conditions before clicking that ‘Agree’ button? Do you even know what you’re agreeing with?
I suspect the real answer is, never and no.
Despite the major changes that GDPR has in store for many organisations come May 2018, the enforcement of the new law will ensure the ethical and fair use of customer data.
Simon Hay gives us 3 ways that organisations can prepare for GDPR.
Organisations must begin adapting to customers as they have the right to request what information is being held about them and provided to them in electronic form.
They should consider their existing platforms and therefore ask if they flexible enough to cope with this new demand? Organisations should see the ability to create an open data relationship with their customers as an opportunity to build trust.
A key challenge in achieving this visibility and trust is where and how organisations currently store their data and how they can access it.
From an Outra perspective, being able to set up flexible technology to deal with multiple data formats will be critical to an organisation’s success. in data portability.
Focusing on property led insights
Property data is not Personal Identifiable Information (PII). It’s when the individuals within the households become known, it becomes PII. The advantage of having property data is the fact that it is outside of GDPR.
Someone’s home is a predictive piece of information, is manageable, real, known, and not perceived. It is this absolute data that helps us describe one of the most important things in people’s lives – their homes.
Data Supply Chain
The data supply chain has managed to grow in line with the explosion in data. It has been done with unclear consent from customers as to what data is being collected, how it will be used, and how long it will be kept for.
A way in which organisations can address this would to firstly clarify how customer data is being used. Organisations are also advised that they work on the data that they have internally. This would not involve acquiring customer data from other platforms.
With less focus on marketing technology, and more focus on data tech, organisations will have the ability to make better use of the data they hold long-term.