May 25, 2018 | Written by: Jae W. Lee
Categorized: Articles | Marketing
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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.
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.
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Learn more about IBM’s own GDPR readiness journey and our GDPR capabilities and offerings here: https://ibm.com/gdpr