The ongoing development of data analytics and AI through technical developments technologies is increasing the possibilities for identifying individuals.
This means that more data can be classified as personal in the future.
Cutting-edge technologies can already detect complex patterns in large data sets and use them to establish connections that were previously unobvious. For example, machine learning can reconstruct an identity from seemingly anonymous data. Keyword: algorithm .
Facial recognition technologies and other biometric systems are also continually lebanon phone number library improving their accuracy, making it easier to recognize and link physical characteristics to individual identities. Much more is yet to come. One thing is certain:
Any expansion of options also has an effective impact on the GDPR.
Personal data in practical application
We already mentioned it at the beginning and the GDPR cannot change that:
Inbound marketing, inbound sales, digital service – the entire foundation of this platform therefore focuses less on questions such as through technical developments digitalization is designed around the processing of personal data.
This personal data – especially in exchange for qualified information or services – is the currency of customer-centric work and the inbound concept .
So how should companies deal with the dilemma?
What the GDPR requires above all is transparency towards prospects, customers and all other contacts whose data you collect
.
- all tools used (cookies, tracking tools, etc.) are named and
- must be provided with the consent of your contacts.
- The consent – called opt-in – and all data must be documented
- and stored on a secure server and protected against attacks.
- However, data may be stored and processed from the first contact, based on a so-called
- legitimate interest which companies pursue when personal data is processed for direct marketing purposes.
- Finally, incidents such as data theft or security breaches must be reported immediately.
The objectives:
to build legally compliant customer relationships from the outset,
to protect the rights of natural persons and
thus to drive business success in a legally compliant manner.
Consent under the GDPR – The opt-in and double opt-in procedure
A legally sound approach is also based on conceptual legitimacy:
- B2B companies therefore define their intentions precisely through thailand lists technical developments based on their existing business model.
- They work with ideal images of their desired customers and develop Ideal Customer Profiles (ICPs) to map legitimate interests at the company level.
- One level below, buying centers represent decision-maker groups and buyer personas represent the respective individuals in these groups.
This has an impact, including on how you approach potential new customers:
Only content and offers that are geared to the problems and questions of your target customers, reflect your business model, and provide transparent procedures for data collection and recording are credible and provide solid protection against GDPR violations.