In a few months, you will really have to comply with the General Data Protection Regulation (GDPR), which we call the Algemene Verordening Gegevensbescherming (AVG) in the Netherlands. The new regulations were created because the previous legislation no longer matched the current digital age. The law has been in effect since May 2016, but organizations have until May 25, 2018 to prepare for this legislation. The GDPR can be explained in brief using eight principles.
1. Legitimacy & Transparency
The person whose data is being processed is aware of this, has given permission for this and knows his or her rights.
2. Purpose limitation
Personal data may only be collected and used for legitimate purposes.
3. Data limitation
Only the data necessary to achieve the intended purpose may be collected.
4. Accuracy
Personal data must be and remain correct.
5. Retention restriction
Personal data may not be kept longer than necessary for the intended purpose.
6. Right of access, correction and deletion & data portability
Personal data must be viewable, editable, deletable and movable.
7. Security
Personal data must be protected from unauthorized access, loss or destruction.
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8. Accountability
The controller must be able to demonstrate compliance with these rules. In some cases, a data protection officer (DPO) must be appointed.
GDPR principles
What is complicated for many organizations
Most of the principles of the GDPR are easy to organize. In particular, allowing a consumer to automatically view, modify, delete or move their data is complicated. This is because personal data is often spread across a company: from CRM tools to email marketing tools and from e-commerce platforms to ERP systems, personal data is processed everywhere.
Because the different tools often communicate poorly with each other, it is difficult to show the consumer what you actually know about that person. Let alone that you can easily process it when the consumer wants to change, delete or move his data. Often you have to perform a manual action in every tool that contains personal data.
GDPR tools
A data management platform (DMP) has access to all source systems that contain personal data. In fact, a DMP continuously communicates with all these systems. When a consumer wants to request, change, delete or move his data, this is a piece of cake for a DMP. Only one signal needs to be sent to the DMP and then the platform example of whatsapp number in philippines can easily retrieve everything from or enter everything into all source systems. Because this process is fully automated, the intervention of employees is no longer necessary.
Data management platform
More benefits of a DMP
Of course, GDPR is not the only reason to use a data management platform. A DMP allows you to follow your customer throughout the entire customer journey . In addition, you can use a DMP to create a unique 360-degree customer profile for each customer. Based on these profiles, you can communicate with your customer in an even more targeted manner.
In the ultimate situation, you personalize every experience a customer has with your company: on the website, in e-mail, in advertising and possibly even offline. In this way, you are relevant to everyone at all times. In addition, you can expand your existing customer base with new customers by targeting lookalikes . A DMP enables you to serve your advertising even more targeted. This makes it more efficient and therefore cheaper.
Other solutions?
A data management platform is not the only or best solution for every organization, but I do think that many companies can use a DMP to easily compl