The new GDPR legislation is intended to protect consumer data and drive more meaningful, authentic marketing experiences for online shoppers. With the GDPR deadline now behind us, U.S. brands are now under the gun, new research from data-driven tech firm Rakuten Marketing explains—and those uninformed and/or unprepared face real business risk.
The firm’s new study, Managing Data Breaches: Understanding and Responding to Data Breaches Under GDPR, guides brands and marketers on how to tackle the growing challenge of consumer data breaches. It offers valuable insight into what a consumer data breach is under the GDPR proper protocol, and how to identify, mitigate and manage data leakage within organizations.
According to the study, brands, publishers and advertisers absolutely have control over data leakage by understanding what the GDPR deems as a consumer data breach, and then enforcing acceptable use policies and applying appropriate controls through sound security protocol. The report defines a breach under GDPR, procedures to follow if a breach occurs, and the key roles marketers play in appropriately managing potential data breaches.
“Consumer trust is an asset that can be lost in a second and taking proactive measures to prevent consumer data breaches is a matter of simple and sound business and marketing practice,” said Danny Kourianos, SVP of marketing at Rakuten, in a news release. “The GDPR has put a spotlight on consumer data protection and the industry has an obligation to be 100 percent informed and prepared. This whitepaper serves as a guide to inform and guide key industry constituents, including brands, advertisers and publishers, on the ABCs of preventing any form of breach on consumer data.”