Despite cultural and economic differences, new research shows consumers around the world take a similarly pragmatic approach to sharing their data. Jed Mole analyses the results of the study into how the global customer perceives data collection, how they view their data privacy and the value they place on their data use.
Since GDPR came into force and with ever-tightening rules surrounding data collection and the data user, marketers are being urged to be more ethical, less intrusive. But Ardi Kolah argues that the issue is not about marketers’ sensitivity – or the lack of it – but with our own deepening digital trust.
If marketers in the US want to continue selling into the world’s largest digital single market, they need to figure out carefully how the new General Data Protection Regulation affects their database . . . or they are in for a nasty GDPR shock, says Ardi Kolah.
If you are wondering whether your business would benefit from an app, or if the one you already have is of value, take a look at the results of a survey into how they are viewed by consumers. This informative mobile apps infographic sheds light on usage, expenditure and more.
Wonderfully convenient or a bit too close for comfort: when does personalisation and detailed data usage become just a bit too personal? And how on earth can marketers tell when their carefully crafted messages are actually creeping their targets out? It was the subject that was under discussion at a masterclass in London recently. Here’s what the experts had to say about walking the tightrope between too much and too little:
The Black Friday/Cyber Monday period is the starting pistol that signals that start of ‘the golden quarter’, when most retailers lock in their profits for the year. It’s also a time when having a good customer database – along with reaching the right consumer with the right offer at the right time – is critically lucrative for brands. However, the looming prospect of GDPR is set to make the gathering and use of customer data more complex. So what should marketers be doing now to ensure their golden quarter & GDPR plans go platinum in 2018?
Forecasters say that, come May 25 next year, 75% of EU customer data will be unusable because it does not comply with the new data protection laws. But research by W8 Data shows a more positive vibe – the ‘GDPR opportunity’ will force companies to clean their data thoroughly, in line with the new regulations. It will affect amounts of data held by companies, but quality over quantity will forge better relationships with customers.
There aren’t many marketers who don’t already know that, next May, the GDPR (General Data Protection Regulation) is changing. It has caused sleepless nights for many and will lead to fines if not adhered to correctly once the regulation has been enforced. Many offer words of wisdom on the subject of B2B GDPR and how to get it right, but here, a voice of reason rings out, so wake up and read the expertise.
Most business leaders now have an awareness of GDPR and its requirements. They’re keen to select and implement technologies to aid GDPR compliance. But important foundational capabilities should be addressed before technical controls for data protection are deployed.