GDPR: a new challenge for data management

Transforming a constraint into an opportunity is what the implementation of the regulation should bring to businesses and the economy. The GDPR offers an opportunity for all digital companies and entrepreneurs to adapt and optimize customer journeys, as well as implement new use cases.

Data Capital Tested by the Law

Brands make colossal efforts and invest invaluable energy to create intimacy and a connection with their prospects and customers. They aim to keep them in their sphere as long as possible and with as much closeness as possible. If they fail to build lasting trust, they are almost certain they won't be able to rely on loyalty or engagement. As a result, they may have lost all chance of monetizing their presence in their universe.

"Without trust, intimacy is impossible" — Henri-Frederic Amiel, June 27, 1853

Brands make colossal efforts and invest invaluable energy to create intimacy and a connection with their prospects and customers. They aim to keep them in their sphere as long as possible and with as much closeness as possible. If they fail to build lasting trust, they are almost certain they won't be able to rely on loyalty or engagement. As a result, they may have lost all chance of monetizing their presence in their universe.

Today, internet users and customers are aware of their rights and power over brands.

The multichannel relationship developed through digital has pushed companies to focus heavily on identifying and recognizing visitors, regardless of their type or nature of interaction. Customer data is a powerful tool that differentiates brands, their offerings, and the quality of their products and services. Customers have become more demanding, impatient, and often disloyal. The only way to keep them and maintain their presence in the brand's sphere is by offering personalized service, making them feel unique, delivering the best quality, and cherishing them. However, this won’t prevent them from seeking alternatives, comparing, and putting brands in competition at all times. Therefore, offering as many relevant and tailored options as possible, in line with their profile, preferences, and desires, is key. Quick reaction in case of problems is essential.

As awareness about data usage and legal obligations grows, the power dynamic increasingly favors consumers.

"Be proactive and use GDPR to implement a comprehensive, efficient, and scalable data management strategy."

For all "data controllers," it is necessary to meet 8 requirements:

• Ensure access rights: Allow each "data subject" access to their personal data and track how, when, where, and why it is used.
• Notify CNIL of a breach: Notify the CNIL within 72 hours in case of a breach.
• Ensure data portability: Allow personal data transfer from one organization to another.
• Design IT systems with "privacy by design": Ensure IT systems, applications, tools, and solutions comply with data protection from the outset.
• Obtain consent: Require explicit acceptance from individuals for the transfer of their personal data, and parental consent for children aged 13 to 16.
• Ensure the right to be forgotten: Erase personal data upon request or if continued processing is unjustified.
• Appoint a Data Protection Officer: Required when processing requires particular and systematic monitoring of individuals.
• Ensure compliance by subcontractors: Subcontractors must also comply with these requirements.

Inspire and Go Further in Data Governance

In a global data governance program, businesses must cover organizational, legal, technical, human, and strategic aspects. The GDPR then fits into a long-term, evolving, and dynamic vision. It is no longer a "Big Bang" project implemented to avoid sanctions but an integrated approach within a larger framework where data plays a strategic role in the business, seen as a key asset. Its quality, processing methods, and usage drive the company and its various departments. Don’t wait any longer! Start deploying your Data Management project today.

Don’t wait any longer! Start deploying your Data Management project today.

By Neila Benzina