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How to Create Better Customer Journeys in the Face of the GDPR

How to Create Better Customer Journeys in the Face of the GDPR

by Jeroen van Zeeland | Solutions Consultant , Relay42 |

The GDPR (General Data Protection Regulation) is a set of rules reforming privacy and security regulations that takes effect on 25th May, 2018. This means major changes for how your company collects data. Penalties for breaching the GDPR can reach as high as 20 million euros, or 4% of revenue - but as a marketer, you can channel this fear and sensationalism into something more positive. The GDPR’s aim is not to cut-off data gathering at the knees, but rather, to create legal, ethical boundaries to control the amount and type of data gathered, and how it’s stored. It is an opportunity to rethink the marketer’s multifaceted infrastructure, to unify the data organisation and message orchestration.

Cross-channel marketing

Striking a balance between the limitations set by the GDPR and understanding your customers better is crucial. It means marketers have to reassess the value of what they’re doing; with something at stake.

This ‘cross-channel’ marketing is not only serving your customers with unique stories, tailored to their individual needs, but also maintaining the storyline across different media they visit. Being relevant is key.

This requires a structural rethinking of how many companies work. Currently, the focus is on singled-out silos, which leads to unfathomable complexities. Think of the large variety of digital channels and integrations without central ownership - with silos not being up-to-date considering the regulation change. Specific data exports from the main CRM to serve custom audiences, uploading data facts to external databases, managing cookie permissions and user tracking. How do you keep track of all of it?
 
The gatekeeper technology to manage GDPR

A central solution allows you to serve your customers with the so-deserved relevant, contextual, and personalised offers, and be ready for the GDPR at the same time. The Data Management Platform (DMP) functions as a gatekeeper with respect to all your integrations in the digital marketing space. Having a single place where you organise these interactions makes it easy to see what data you are currently processing, who is accessing the data, how it is stored, and what you are sharing with which party, when.

Technologies like this offer a unique balance between customer engagement and an ingrained propensity to foster privacy and security. But instead of being on the defence, trying to detect data breaches and struggling with user permissions across tens or hundreds of channels; take back control.

Now is the time to take charge: make the GDPR an opportunity to centralise security and privacy orchestration. Use the power of data management technology to turn the GDPR into a wealth of opportunities.

Register for the next Data Management Platform (DMP) course on 30th June to learn about the different types of DMP technology available and how to use GDPR to your advantage. 

The IDM has a full GDPR portfolio, with various study options which best suit your needs. The IDM offer an intensive two hour evening course covering the GDPR fundamentals and a professional online award covering all you need to know and certifying your knowledge of GDPR.

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The trainer’s background knowledge and understanding of the wider concepts of fundraising for a hospice were very useful in this specific piece of direct marketing work. As a result of this assignment we now have a clear plan of action to implement which is...

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