Here are some mind-boggling statistics to consider:
- 90 percent of the data in the world today was created in the last two years alone.
- We create 2.5 quintillion bytes of data a day.
That’s hard to wrap your head around! With such a proliferation of data in the world, it’s no wonder that a normal (and sometimes large) part of a modern marketer’s job involves understanding and working with consumer data. Data affects so much of what matters to marketers today, from deliverability to read rates to avoiding unsubscribes. And data powers our efforts at personalization, enabling us to do much more than just add a first name to an email. For example:
- We utilize consumer data to provide our most loyal customers with relevant product recommendations
- We use customers’ recorded behavior to make decisions on their preferred communication channels and times
Data fuels our campaigns and allows marketers to maintain momentum, while driving ROI. But as you increasingly use consumer data for insightful action and to execute effective campaigns, it’s ever more critical that you stay attuned to the responsibility of protecting data and ensuring consumers’ data privacy. Marketers need to be aware and on top of best practices for managing consumer data and keeping it secure and private. This includes being prepared for, and complying with, regulatory initiatives including:
- GDPR (General Data Protection Regulation): Enacted in 2018, this is a regulation in EU law on data protection and privacy for all individual citizens of the European Union and the European Economic Area. It also addresses the export of personal data outside the EU and EEA areas. GDPR is designed to harmonize data privacy laws across Europe and protect and empower all EU citizens. It is reshaping the way organizations approach data privacy. (To learn how Selligent Marketing Cloud enables GDPR compliance and how data privacy is ingrained in our history, culture, and products, click here.)
- CCPA (California Consumer Privacy Act): Several bills have been proposed at the state level in the U.S., with the most extensive and soon-to-be-enforced law, CCPA, recognizing and enumerating certain privacy rights and protections for California residents.
With more and more states considering privacy legislation and momentum building for a federal standard, how does a marketer set a foundation for – and actually implement – good data protection? Here are three key tips to help you prepare for new data privacy laws, while allowing you to still maintain your digital marketing momentum:
- Conduct regular internal data reviews: It’s important to always be aware of exactly what personal information is being collected, and to make sure that your company policies are regularly updated and in compliance with requirements.
- Have a deep understanding of the data you are collecting. More than just knowing what information is being collected, it’s vital to understand how it’s being used – and if and how it’s being shared.
- Take advantage of marketing technology. Use the right tools to utilize your data in a way that will empower your marketing campaigns, while enabling data protection and privacy compliance. Make sure your tech platform is able to perform reviews and provide an understanding of your data. Selligent Marketing Cloud’s Universal Consumer Profile and its key CDP capabilities, for example, create a powerful synergy that can synthesize consumer data for precise targeting, with the highest standards for data privacy and security.
This is just a starting point when it comes to best practices for data privacy and protection. There’s a lot more to understand about consumer data – and much more you can do to ensure you are carefully managing it and protecting your customers. It’s not an area to take lightly, which is why we’re pleased to offer this free webinar recording on email preparedness and the regulations marketers must contend with to maintain consumer engagement. We’ll provide an overview and discussion of the items that affect email communications, to help ensure your messages make it into your customers’ inboxes.
Email & The Data Privacy Apocalypse
Understanding data privacy and the surrounding regulations is critical – and complex. But don’t worry. You don’t need to be a lawyer for it all to make sense. In this on-demand webinar our Selligent experts offer an overview of the regulations that most affect marketers now, including GDPR, and CCPA.