This time next year the world of consumer data will look very different as the full effects of new General Data Protection Regulation (GDPR) will be enforced across the UK and Europe.


No sector and no company will be beyond its remit, ignoring the changes aren’t an option and in an industry where often data is king or at least key to many a members sales endeavours, not getting this right by May 2018 could spell trouble.


The threat to business is very real and to those that have the misfortune of falling foul, it can be expected that fines up to 4% of your global turnover would not be out of the question.

I’ve had several conversations along the lines of Brexit will save us, simply put, it won’t. The point I’m making in this short blog is, you need to heed the Information Commissioners Office, the independent body set up to protect public data privacy.


You can access their very clear info graphic and more detailed slide show come pdf as well as a whole host of information on this topic via https://ico.org.uk/for-organisations/data-protection-reform/overview-of-the-gdpr. It probably sounds like quite a bit of work and to most it will require changes in protocol but there are opportunities to make this work better for you. It’s an opportunity to build trust with those who exist within your databases and consent is the key word. Companies that have already been through this process have found increased levels of engagement and ROI based on the information they have served.


Smart companies will make this work for them and you will be the ones who come out the other end with a far better understanding of your audience and the ability to send relevant content.

Disclaimer:
The views and opinions expressed in these blogs are those of the authors alone and do not necessarily reflect the official policy or position of ESSA, its members, board or staff. Our members represent a broad range of views within the event industry, and we have provided this section of the website for their opinions to be openly heard and discussed.

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