Many of us in the data industry have become familiar with the term Single Customer View (SCV) over the last decade. Those that have worked on an SCV project will have seen how they can improve our data management processes, save on marketing costs or improve your customer experiences.
However, with many SCVs being focussed on just one of those outcomes, there has sometimes been an air of disappointment with the results. Some organisations have even ended up with multiple SCVs for different purposes that don’t agree when there is an urgent need to bring together data for another reason, such as a Data Subject Access Request (DSAR).
I’m an avid shopper. I know the importance of a seamless, intuitive shopping experience; from finding the product I’m after, through to checkout and any post-sale service. Once I find this, I’ll want to keep coming back for more. The opportunity here for retailers to disrupt, stand out and build loyalty is strong - and other consumers agree. 72% wish that retailers would be more innovative in how they use digital technology to improve their shopping experience. And likewise, 72% of consumers are more likely to shop with retailers that are digitally innovative – up from 60% in 2017. (The Future Shopper, Salmon 2018)
Whilst many businesses understand the challenge for more personalised and seamless experiences, they struggle to cope with the growing volumes of data available. It’s predicted that by 2025 the ‘datasphere’ will grow to 163 zettabytes – ten times the 16.1ZB of data generated in 2016. It’s no surprise that less than one in five (19%) say they are unlocking the full potential of their data to improve their relationship with customers.
This torrent of information is causing an ‘infobesity’ problem. Businesses are faced with an information overload. They have so much data, it can be overwhelming to know what to do with it all. How can they turn that data into useful information, unlocking its value and delivering better outcomes for their customers?
We recently brought you the first in a two-part series of blogs about the changes now in place to data processing rules under the new GDPR and how organisations need to review the basis and permissions that govern their processing of personal data. In this second instalment, I’ll be diving into consent in more detail and look at how the combination of sound data management practises and cutting edge technology could help your organisation towards a Permissions Strategy to support the GDPR.
As with the previous blog in this series, there is going to be some useful content for everyone involved in personal data but you may find that some of this is most applicable to you if you work in marketing where consent has been so important over the years. Whilst the other 5 lawful bases for processing data are just as important (and can be applicable to marketing too) my conversations with clients over the last couple of years have thrown up consent as the initial focus area for many.
A lot of organisations have been focussing on the GDPR and how they can implement a data governance strategy that aligns with this change in data privacy regulation. In this two-part blog, we’ll take a look at Lawful Processing with a focus on consent, legitimate interests and how good data quality and specialist technology can support your strategic approach.
In the first instalment, I’m delighted to bring you an interview with J Cromack from the Consentric team at MyLife Digital. He’s an expert on the challenges of managing permissions – from Consent to Legitimate Interests - and we’ll be discussing what Lawful Permissions for processing data mean to organisations preparing for the GDPR. We’re partnering with MyLife Digital to bring the power of their Consentric platform to our clients. With the unique focus on both usability and privacy, we believe that it’s a valuable piece of a GDPR-ready data governance strategy.