Companies Plan to Skirt GDPR Consent Requirements: AvePoint Survey

As the GDPR effective date looms ever closer, we see companies taking a more nuanced view of compliance. One thing they’ve noticed is that consent isn’t the only justification that GDPR allows for using personal data – there’s also “legitimate interest”, which doesn’t need consumer agreement. Data protection vendor AvePoint and privacy researchers Centre for Information Policy Leadership found that 45% of companies now intend to rely on legitimate interest, up from 31% the year before. Still, 62% expect they’ll need to re-obtain consent. Only 17% have a complete personal data inventory. It’s a good overview of GDPR issues and trends.

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Adobe Launches Unified, Persistent Customer View

March 28, 2018

Adobe yesterday announced a unified customer profile that includes data from outside the Adobe Cloud products. Data is mapped using Experience Data Models (an open source data language created by Adobe) and available in real time to any system that speaks that language. This related blog post from Adobe says the unified data is loaded into a persistent Adobe Cloud Platform database on Microsoft Azure and that identities are matched across systems. It supports GDPR requirements too. Impressive and very much in line with the CDP approach.

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Honesty about Targeting Improves Results: Harvard Business Review Paper

March 26, 2018

Hopefully you don’t need convincing that marketers should be honest about how they use customer data. But if you do need a little push, here’s a Harvard Business Review study that found recommendations including an explanation of the data used (“based on your clicks on our site” or “based on what you’ve shared with us”) had higher click and spending rates than recommendations that didn’t describe their basis. Bonus: the paper includes some sound advice for using personal data wisely.

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