Accountability must inform a new marketing mindset under GDPR

Accountability must inform a new marketing mindset under GDPR
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Tim Hunt, Marketing Leader & Strategic Adviser on GDPR got proceedings underway in the Roadmap for Marketers theatre at GDPR Summit London, by pointing out that GDPR is much like a dirty pig. “We know it’s there, it’s big and needs to be cleaned, but we don’t know where to start!” From there to the potentially muckier question of just how hygienic our databases are; how many GDPR-offending nasties lurk therein? For that matter, how much of our current data was gathered in a way that complied to the old regulations, let alone the new? Far from being something to be scared of, GDPR should be recognised for the evolutionary progression that it is, a bump we have to get over. At the core of our response as marketers must be a determination to win back the trust of the customer. Privacy by design needs to be built in as an integral value of offerings and services. It’s a rapidly mushrooming issue when you consider that 90% of the worlds’ data was created in the last two years, and 97% of companies do not have their data ready for the laser scrutiny of GDPR. Is there urgency? Of course there is – worst case scenarios of a data breach post-May 25th could result in crippling fines, but let’s get some focus: In 2016/17 there were 17,300 reported data breaches in the UK. How many resulted in fines? 16. Instead, Tim Hunt outlined some far more pressing reasons to pay […]

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