Data Enrichment: Fast-Track to Addressing GDPR Compliance Requirements

Waynette Tubbs

When the European Union (EU) General Data Protection Regulation (GDPR) goes into effect May 25, 2018, it’s critical that your business is equipped to address the strict privacy and security requirements that this regulation entails. A robust solutions framework for GDPR will include applications for data discovery, enforcement, foundation and more.

One of the key service areas for addressing GDPR needs is data enrichment. This includes application modifications that can help businesses address the rights of the data subject, such as by consolidating customer data for a single view of the data subject across the organization. This post goes deeper into requirements and recommendations for data enrichment as they relate to data integration and data governance.

Identifying & Sharing Data

Under GDPR, individuals have the right to request that an organization provides them with access to the information held about them. As a result, organizations must be able to identify all of the personal information (PI) that they hold belonging to an individual. In some cases, individuals can also request that their data profile be passed to another organization.

Data integration and governance are essential to any data enrichment program. Regularly de-duplicating, cleansing and appending your marketing database will help you ensure the quality of your data and make it easier to share relevant personal data on request.

Deleting Data

Per GDPR’s “right to erasure” requirements, organizations must remove relevant PI from their systems upon request in certain circumstances. Organizations may also be required to remove PI from publically available channels in certain circumstances.  If data is held in multiple systems or in different formats, it can be costly and time-intensive to identify and remove this data.

In line with this requirement, it’s important to make your unsubscribe button easy to find in order to identify contacts who want to be removed from your marketing list. Keeping your unsubscribe visible isn’t only a matter of compliance; hiding this link can further aggravate already-annoyed recipients and damage your brand image. It’s also one of the best ways to keep your list clean.

Single View of Customer 

With so many avenues for customer engagement in today’s connected world, traditional data discovery techniques are only so effective. Since it can be difficult to find all relevant PI, having a single customer view could be considered a key component of GDPR compliance. This exercise can often also help you provide a better level of service and identify more up-sell and cross-sell opportunities.

Taking advantage of a platform with extensive partner integrations (or a custom API to build your own integrations) can help you break down the data silos between your different platforms and create a 360-degree view of how your customers interact with your business.

There has never been a better time to check the data quality of your customer’s personal information and look for ways to enrich this data going forward. While we can’t tell you what you need to do in your compliance efforts, we can answer general questions about what Bronto is doing and point you to resources that may help you in your quest. Visit the DMA’s library of GDPR resources or the Oracle Marketing Cloud’s GDPR center.

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