Marketing

It’s post-May 25th and GDPR is officially in effect. Now what?

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With the General Data Protection Regulation (GDPR) becoming law, marketers must be progressing on the GDPR journey. From email campaigns to digital websites including mobile and social channels, GDPR impacts the way marketers are able to capture and manage personal data. In essence, marketers must rethink how they observe and address the market and what strategies will allow them to continue to execute compelling, personalized marketing and gather action-oriented insights to drive their business forward. As we embark on this journey, marketers need to remember that this will be the start and not the end as specific areas of GDPR are clarified and amended.

If you haven’t yet, here’s how to get started on your GDPR journey.

1. AUDIT YOUR CUSTOMER DATA

Review what types of personal data your organization has and is collecting and how it impacts your marketing efforts.

2. UNDERSTAND AND TRACK CUSTOMER MARKETING CONSENT

Assess how your organization is planning to handle explicit consent from individuals and those who need to actively opt-in. Develop a customer consent management process.

3. REVIEW WHO HAS ACCESS TO PERSONAL DATA

Make a complete list of internal users and third-party vendors as well as their responsibilities. Identify users who should not have access to your customers’ personal data and restrict their user permissions to protect your customers.

4. REVIEW YOUR ORGANIZATION’S PRIVACY POLICY

Connect with your company’s legal team and understand the specific privacy policy requirements to ensure that you are GDPR compliant. Ensure that your privacy policy is published across your public digital assets, especially on websites and where registration forms are located.

5. DEFINE A PROCESS FOR HANDLING REQUESTS

Understand how your organization plans to handle the “right to erasure” requests and what personal data will be used to identify user sessions for deletion. Define a clear process with all internal stakeholders who are involved in managing personal data.

Watson Marketing is here to support you on your GDPR journey, enabling marketing solutions powered by AI. Uncover actionable insights and deliver personalized experiences that customers want and value with confidence that you are complying with applicable regulations and not at risk of the severe penalties associated with breaches.

To learn more about how Watson Marketing can help on your GDPR journey, please visit www.ibm.com/gdpr4marketers and download the checklist flyer here.

 

Disclaimer

Information regarding potential future products is intended to outline our general product direction and it should not be relied on in making a purchasing decision. The information mentioned regarding potential future products is not a commitment, promise, or legal obligation to deliver any material, code or functionality. Information about potential future products may not be incorporated into any contract.

The development, release, and timing of any future features or functionality described for our products represents IBM’s current intent, is subject to change or withdrawal, represents goals and objectives and remains at our sole discretion.

Nothing contained in these materials is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM products.

Learn more about IBM’s own GDPR readiness journey and our GDPR capabilities and offerings here: https://ibm.com/gdpr

Global Product Marketing, Watson Marketing

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