New whitepaper gives lowdown on your GDPR suppression obligations and opportunities

We’ve just published a new whitepaper in conjunction with DataIQ to help steer your GDPR preparations, including a detailed suppression strategy checklist.

We are delighted to offer you a free-of-charge, independently written whitepaper that gives you the lowdown on the role of data suppression in GDPR compliance, including a detailed suppression strategy checklist to get your preparations on the right track.

The GDPR will be enforced from May 2018 with data accuracy as one of its core principles. It requires that organisations keep customers’ personal information up-to-date and that any inaccuracies be corrected or deleted as quickly as possible. Suppressing the records of deceased customers and updating those of home-movers are inherent obligations, and failure to do so could incur a fine of 2% of global turnover.

Our CEO, Simon McLaven, comments: “Many marketers are occupied with the high-profile elements of the GDPR such as consent and privacy, but they should not overlook the fundamentals of data accuracy. Poor quality databases have long been the bane of marketing but now they could put you on the wrong side of the law.

“Under the GDPR, all types of marketers – including digital and B2B – need to screen their data using suppression files. In our experience, many companies think that they have suppression covered but usually they lack insight into its performance and may well find that their strategy isn’t actually GDPR-compliant.”

Our new whitepaper examines the Regulation in detail and illustrates how you can use suppression files to adhere to the GDPR but also to deliver tangible commercial payback, for instance by improving your campaign performance, reducing costs, boosting customer engagement and protecting brand reputation.

The whitepaper is free to download here.

 

 

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