With the approach of GDPR Day (May 25, 2018), the experience of at least one compliant marketing company illuminates two important but hidden factors – one that could promote compliance and that could hinder it.
The hidden factor that could lead to compliance with the General Data Protection Regulation: liability.
Yes Lifecycle Marketing is a cross-channel marketing services company based in Portland, Oregon that helps business customers with customer preference centers (where newsletters can be selected), email, SMS, push notifications and Facebook.
SVP Marc Shull said his company was working on compliance by launching new processes, consulting external experts, revising "every screen", instituting new data governance policies, coding new features or delete personal data and other efforts.
In other words, Shull said, "Yes Lifecycle" makes a good faith effort to comply. About 10 to 15% of the company's business comes from the European Union, he added, and his company interprets the regulation as applying to any European citizen, wherever it is. it is, or to any resident of the EU, European citizen or not. This covers just about every market.
Yes, there are about 200 corporate clients, some of which are Fortune 500. But each of these companies also has dozens or even hundreds of other service providers.
[Read the full article on MarTech Today.]
About the author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior writer for VentureBeat, and he has written on these topics and other technologies for publications such as CMSWire and NewsFactor. He founded and directed the website / unit at PBS Thirteen / WNET; worked as a senior online producer / screenwriter for Viacom; created a successful interactive game, PLAY IT BY EAR: the first CD game; founded and directed an independent cinema showcase, CENTER SCREEN, based at Harvard and M.I.T .; and served more than five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn, and on Twitter at xBarryLevine.