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Data has become very valuable in today’s digital business world. Most businesses thrive on the data they generate or collect from consumers. With an overwhelming dependence on all kinds of digital consumer data, consumers are increasingly concerned about their privacy and security. It was when their concerns reached a crescendo that governments around the world decided to incorporate laws, policies and regulations that protected the privacy of their data.

The GDPR (General Data Protection Regulation) is one of those regulations introduced by the European Union and aimed at protecting the privacy and personal data of their citizens. It provides guidelines and policies that companies must follow to protect the privacy and personal data of their European customers. Failure to comply will result in heavy fines and penalties.

CDP, customer data and GDPR

GDPR Compliance |  CDP

The Customer Data Platform (CDP) is an innovative new martech tool that helps marketers effectively manage their customer data. It does this by aggregating and unifying data from various silos and sources to present a single view for each individual user or customer. Using this view, marketers can easily discern valuable information about each customer and use it to create personalized campaigns that can help increase digital engagement and conversions.

The concern of marketers in a CDP is how it complies with privacy laws such as GDPR.

A CDP helps support specific GDPR requirements. They are explained as follows:

1. Identification of data sources

In accordance with GDPR requirements, all customer data caches must be identified and mapped. A CDP works primarily by identifying the type of data and their data sources that need to be aggregated and unified.

2. Accuracy of data

CDPs have the ability to create a single unified view of each customer that presents an accurate version of their data. This data may be returned to sources that may contain errors. It ensures the downstream propagation of data subjects’ access requests, which is part of the data governance requirements of the GDPR.

3. Data confidentiality

GDPR requirements state that systems should be designed with privacy in mind. A CDP adheres to it by centralizing access to the customer’s personal data. It denies systems direct access to other people’s data and only allows them to share it. A CDP can be designed to process data in such a way that its authorized use and tracking is only managed in the CDP.

4. Data authority

Marketers can use a CDP to track authority over how customer data is collected and used. They can assess details like consents, contracts, legal opinions, authority expiration dates, etc. As the information is easily gathered and available, it can be used to answer questions about how the data is used. CDPs can also be used to simplify consent compliance for downstream systems that receive GDPR-compliant data only.

How Lemnisk CDP complies with GDPR

GDPR Compliance |  Lemnisk CDP

Lemnisk CDP provides an easy to use interface and APIs for deleting and deleting user data. This is a key requirement for complying with privacy regulations such as GDPR. Under the GDPR, the following rights are available to data subjects (end users) with regard to their data stored and managed by data controllers (customers) and processors (Lemnisk):

  1. Right to erasure

  2. Right to modify / rectify

  3. Permission to access

  4. Right to delete data (opt-out)

  5. Activate (cancel deletion)

Use case

a) A user can request to delete all other data collection on the customer’s website. Lemnisk CDP has the ability to receive such deletion requests and process such requests within a stipulated time frame and provide the status of the request to the customer.

b) A user can request to delete all the data concerning this user which is stored on the Lemnisk platform. It can receive such deletion requests and process such requests within 24 hours and provide the status of the request to the client.

Repress

1. Delete new data without deleting existing customer data

The data here includes profile data as well as event data. Once a delete request is received for a user, the same can be applied to all sources. This means that no data (event) concerning this user is received (processed) on Lemnisk servers through different sources.

2. Delete the new data and delete the existing data.

All user data is deleted from Lemnisk’s managed servers, including profile, events, etc. Once the profile is deleted, the platform remembers the ID and prevents any data of this user through the sources from being stored on Lemnisk’s servers.

Wipe off

Delete existing data without deleting new data

All user data is deleted from Lemnisk’s managed servers, including profile, events and backup data. The Lemnisk platform is capable of receiving deletion requests from the client through the Lemnisk GDPR API endpoint.

User interface to raise and track GDPR requests

Lemnisk CDP may receive deletion requests from the client through the Lemnisk user interface or through the Lemnisk GDPR data deletion API. A request for deletion is processed within 24 hours. And when completed, the completion status along with a timestamp are displayed on the user interface.

In conclusion

The single unified user view of a CDP can solve various challenges posed by privacy regulations such as GDPR. Therefore, business marketers can certainly proceed with the implementation of a CDP in their organizations. If they are still concerned, they can ask CDP providers to present their compliance with GDPR and other privacy regulations. This will help them assess each supplier and choose the one that meets their business goals and objectives.

By Bijoy KB | Senior Associate Marketing at Lemnisk

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