EU Big Data Protection â Is it really the EU versus the marketer when it comes to Big Data Protection?

We’ve produced a guide to give you a flavour of what the future might bring, getting you to think about what compliance with the GDPR might look like. But, if you think these regulations are going to provide you with the most significant challenge with Big Data, think again. The greatest risk, is not the compliance as such, it’s ignoring the change in attitude sweeping through the audiences who are your customers.

The new regulations underpin the attitude to privacy in the new connected society and not complying with them could bring greater financial impact than the fines that could be levied.

As marketers, revenue is the key driver to virtually everything we do. We don’t get up in the morning saying to ourselves “I want to make lots of customers happy today”, someone else gets paid for that. We don’t make the products and we don’t deliver the service. The focus is one of budgets and targets, driving the revenue that feeds the business and is the key to any success.

This focus on revenue means that, anything apparently getting in the way of this objective is seen as a barrier to success and an obstacle to be tackled. It would be tempting to take this view and approach the new regulations with an attitude of grudging compliance, instead of embracing the opportunity and accepting that things must change.

Technology doesn’t lead the way in the development of this change culture - it’s led by how the technology is used. New information society technology is being developed at an incredibly fast rate and the adoption of the technology is dependent on society’s use for it. If it doesn’t have value, it won’t get used. Services, technology, information and communication are now consumables which are easily discarded once they no longer hold value for the individual.

The consumer is beginning to realise that they are in control and that control is being strengthened by technology designed to empower choice…

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