64% of marketers believe it’s their role to collect – but not analyze – data

April 26, 2017 -- LONDON, UK and BOSTON, MA -- Nearly two-thirds (64%) of UK and US marketers believe it’s their role to collect customer data, but not actually to have responsibility for analyzing it on a daily basis. This is according to the latest report by international marketing automation brand BlueVenn, Data Deadlock.

The findings suggest a clash between the need for data analysis to be performed on increasingly enormous amounts of marketing data, and the more creative aspects of marketers’ roles.

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GDPR: Seven questions about data subject rights

While the General Data Protection Regulation will bring many changes, more consistent, comprehensive protection of personal data rights is key to these reforms. Under existing laws, ‘data subjects’ (your customers) have:

  • The right to object to processing for direct marketing
  • Right to be forgotten (e.g. Google’s online search results)
  • The right to make Subject Access Requests (SARs)

However, under GDPR legislation, customers will be able to still be object to processing for direct marketing, but also adds:

  • A right to object to automated processing (profiling) for legitimate interests
  • The right to be forgotten becomes ‘the right to erasure’, which enables data customers to request personal data to be erased ‘without undue delay’
  • Subject Access Requests must now be free of charge

To better understand their responsibilities, here are seven questions marketers should ask about GDPR, data subject rights and SARs:

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Six issues to address before you build a Single Customer View

The ambition to build an enterprise Single Customer View (SCV) database is typically instigated by the marketing team. However creating a unified, aggregated and cleansed record of every customer from your many data sources will require the input from many other departments, too.

As you can imagine, each of these departments are likely to have their own objectives with what they hope an SCV will achieve, meaning several things need to be considered before a project is undertaken.

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GDPR: Seven questions about marketing consent

Late in March 2017, the ICO reported that it had fined automaker Honda and airline Flybe a combined total of £83,000 ($104,000) for breaching data protection laws, for sending marketing emails to people without the appropriate consent.

These emails, although asking customers to update personal data and marketing preferences, fell afoul of rules as they were considered marketing communications sent to people who had opted out of such messages.

While this was an infringement of the existing Privacy and Electronic Communications Regulations (PECR), it can be seen as a taste of what’s to come under the forthcoming – and stricter – General Data Protection Regulation (GDPR) in May 2018.

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The need for a B2B Single Customer View

The Single Customer View (SCV) is a process that has the ability to transform customer data, from many sources, into a structured, clean database, with a single, enhanced record for each individual customer. The process helps ensure that marketing spend less time manipulating and cleansing data and more time focusing on analytics, insight and campaigns.

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