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Customer Data Privacy and Compliance

Protect Personally Identifiable Information and Support Compliance Regulations

What is customer data privacy?

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 Seven Rights of the Customer

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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

Barriers to Maintaining Customer Data Privacy

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:

  • What sources you collect data from
  • What types of data you collect
  • When you collected this data

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.

Managing consent and other customer data requirements

Learn how Redpoint helps you meet consent and data governance requirements.

Supporting Customer Data Privacy with a Customer Data Platform

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.

See how Redpoint supports privacy and compliance across industries and regulations.

Want to find out what Redpoint can do for you?

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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