Lindsay McEwan som är chef på Tealium berättar i den här intervjun om GDPR och hur det påverkar alla företag som använder kunddata i sin verksamhet.
Over a year after GDPR came into place, what is the main impact it has had on businesses?
When GDPR was implemented last year, it created a short-term panic for companies across Europe and around the world. While many were initially worried it would disrupt relationships with customers, the long-term benefits are becoming clearer – despite the greater scrutiny companies are facing. The regulation has prompted many organisations to review and improve their data processes, and they are using
customer data more ethically with users’ needs front and centre.
GDPR has also changed the way consumers view their own data rights and they have increased awareness around how companies are using (or even misusing) their personal information. It is clear that going forward companies need to show they understand and respect the user with better control over their data, to gain and maintain consumer trust.
What current issues involving data privacy do you believe the industry needs to solve?
The biggest issue in data privacy is the building of strong data foundations that use the most accurate, compliant and ethical datasets on which to base future actions. Without this, no company will be set up to truly perfect data privacy, but many are falling behind when it comes to the basics.
A vital part of the solution is education. The groundwork for a good data policy takes time and effort to perfect, and it’s important everyone who comes into contact with consumer data understands the procedures needed to maintain privacy, not simply the CDO (Chief Data Officer). These are the people in control when it comes to collecting and utilising data, and any early mistakes will have an impact at every step in the data pipeline.
Having strong data at the core of an organisation is particularly important as uptake of emerging technologies such as Artificial Intelligence (AI) and machine learning increases. If businesses run before they can walk, with incorrect or non-compliant data forming the foundation for their actions, their data architecture will start to crack, potentially harming customer relationships, reputation, and profits.
How important is it for businesses to adopt and develop ethical procedures for handling consumer data?
Handling data should always be treated in the most ethical way possible, especially when dealing with personal customer information. Data must be collected and processed using fully compliant methods – with consent being a vital component of this.
Additionally, if the data collected and then used to inform decisions is prejudiced in any way, insights will be skewed and the results will be useless, while potentially jeopardising an organisation’s integrity. Businesses should focus on developing accurate insights by building and developing diverse inputting teams and continually training them to the highest possible standards, especially as regulations evolve.
What do you think data regulation will be like in ten years time?
In ten years, data regulation will be aligned across the globe and companies will be able to put in place efficient procedures when handling data. With regulations such as GDPR and EU’s ePrivacy Regulation, companies should already be making smart decisions when it comes to data processes, but concrete strategies are vital for organisations going forward.
For marketers, data collection is no longer the only focus – companies are looking to grow their data maturity, finding the balance between great customer experience and compliance to drive business objectives. Recent research carried out by Forrester Consulting revealed that while almost nine in 10 organisations have a Customer Data Strategy in place, only 9% find it supports their goals – a figure we expect to significantly increase in ten years’ time with more established and accurate data practices in place. We can expect that brands will be using AI and machine learning on a regular basis, to successfully implement personalised marketing, and we will see the use of data develop even more as marketers get comfortable with the way it works.
Data is the foundation for success in the digital world and it is those organisations with the data maturity to gain specific, accurate, and actionable insights from compliant consumer information who will see triumph in the next few years.