GDPR compliance means that companies can no longer collect consumer data and figure out what they intent to do with it later. Many companies, recognizing the inherent value in personal data, have long operated under the assumption that more is better as it affords them greater flexibility in campaign creation and personalization.
While this is already inadvisable, GDPR will make this approach downright foolish for companies communicating with EU citizens. Once implemented, GDPR will present companies with two challenges:
Taken together, these challenges will require companies to adopt a “privacy by design” approach to customer and prospect communications. That means a foundational recognition of the contact’s right to privacy, a clear goal for all data collection and an efficient means for locating and destroying all data that directory or indirectly relates to a contact should the need arise.