Protect Personally Identifiable Information and Support Compliance Regulations
First-party customer data, or personally identifiable information (PII), refers to information that can be attributed to an individual or household. Privacy refers to the customer’s say in how their information is collected, managed, and shared.
Organizations must obtain consent from customers to adhere to the requirements set forth by regulations such as GDPR and CCPA.
Maintaining data privacy builds trust with your customer, increasing retention rates and customer lifetime value.
Under GDPR, a customer has the following rights:
| The right to be informed |
Consumers must understand what data you gather and how you use it |
|---|---|
| The right of access |
Consumers may inquire what data your organization has on them |
| The right to erasure |
Customers reserve the right to forget their information or delete their PII |
| The right to restrict processing |
Customers may allow you to have their data, but refuse to let you use it |
| The right to data portability |
Consumers can request any data you have and reuse it for their own purposes and other services |
| The right to rectification |
Customers can correct any inaccurate data you may possess |
| The right to object |
Consumers have the right to opt out of marketing communications |
Organizations are challenged to demonstrate data lineage, which is the key to meeting audit and customer inquiry requirements.
Data lineage is comprised of three elements:
Gathering data from disparate databases and engagement systems hinders your ability to efficiently establish what sources and types of data you collect from customers.
Fragmented and siloed data leads to misattributing information and causes friction for customers who must exercise their right to rectification. If data is inaccurate, you risk your customer inciting their right to erase their data because of irrelevant experiences.
Overcoming the barriers to customer data privacy requires native data connectivity and advanced identity resolution capabilities.
Learn how Redpoint helps you meet consent and data governance requirements.
Data lineage is a critical capability offered a customer data platform (CDP).
Because a native CDP ingests data from any source, cleans and matches data for effective customer identity or household resolution, and produces a single customer view, or Golden Record.
Since the Golden Record persists over the entire customer journey – from anonymous to known stages – organizations can easily track and demonstrate what data was collected, when, and from which source.
CDPs share data with any system, increasing consistency across your martech stack. If a customer exercises one of their seven rights, the CDP notifies all connected databases and fulfills requests.
A CDP is your single point of control over all customer data, which automates the permission control process and enables you to maintain customer data privacy and build trust with every customer.
Book a meeting and we’ll discuss how you can optimize your customer data to enhance your organization’s marketing efforts while meeting privacy and compliance requirements.
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