The General Data Protection Regulation: Why do people say yes to marketing?
There is a dichotomy between respect for private lives and the data-driven demands of marketing. Hyper personalisation, profiling and programmatic marketing’s ability to deliver pinpoint accurate messaging, must surely drive greater return on marketing investment; but at what cost to an individuals’ right to privacy.
What if a law demanded absolute honesty, total disclosure, a revelation of the true intimacy of the data collected, a cathartic proclamation of the true depth of our knowledge, the value of this data, and the profit earned?
Never mind what if; it’s here and will be in force in less than two years.
This event is about what you can, and should be doing to profit from changes in law and attitudes precipitated by the General Data Protection Regulation. Marketers and agencies must now ask; if people were made to understood what we did in terms of tracking, segmenting, profiling, augmenting, scraping and trading in data about them, would they actively, unequivocally, continually CONSENT to it?
If you think the answer is no, you might want to place this question at the top of your to-do list; why people say yes to marketing?