Many marketers are concerned about GDPR because of its stringent consent requirements. Others are focusing on use requirements and their ability to quickly “forget” a consumer if requested to do. These and other aspects of the regulation revolve around one key variable – do you actually know where all your consumer data goes?
Unfortunately for many marketers, the answer is often no. That’s because data collection often occurs through separate, disparate systems such ESPs, marketing automation software, CRM systems and more. The picture gets blurrier when you factor in brand, department, language or regional differences that add yet another layer of separation.
The net effect of all these data siloes is an insuperable obstacle to GDPR compliance. Companies that lack a central repository of customer and prospect information should address their data storage and access challenges before worrying too much about collection best practices.
After all, if you can’t locate all of it or offer specific evidence of how you are using it, it doesn’t much matter how you got it in the first place. You will already be in violation and facing severe penalties.