Most marketers think about customer data in terms of its potential use. Personal data fuels campaigns, tailors landing pages and drives bottom line results. How can they be effective under GDPR?
To begin, they need to think about the basis of their efforts. Does it begin with consent tied to specific use? Or was this data obtained by other means?
Secondly, do you have the capability to prove that consent, answer consumer questions about it and, if necessary, completely erase a contact if a consumer requests to be forgotten?
These factors undoubtedly lessen marketers’ freedom to use data for outreach. But it doesn’t completely bar them from sound, effective interaction and loyalty cultivation so long as they are supplied with the technology and data governance needed to succeed in a GDPR world.