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IDC PlanScape: General Data Protection Regulation Compliance for Marketers

IDC PlanScape: General Data Protection Regulation Compliance for Marketers

This IDC study provides insights into the adoption of the GDPR for all organizations to help them define a compliant information management strategy, including the data governance mechanisms and the desired technology architecture that can enable its implementation. It also provides guidance on the information strategy implementation by identifying the roles and the responsibilities of different stakeholders. The adoption of GDPR must be aligned with integrated processes, organizational aspects, and governance policies. The GDPR can drive significant operational and business benefits, but its implementation can be a complex undertaking for organizations and demands a step-by-step approach based on a shared vision between the IT department, legal department, line-of-business owners, and the organization's board-level executives. This IDC study is based on IDC continuous research on IT security and privacy trends and its implications. The research incorporates findings from dozens of interviews and conversations with IT security and data protection practitioners, regulators, and vendors across Western Europe."GDPR represents a major data management project for all marketers operating in the European Union," said Gerry Murray, research director, Marketing and Sales Technology research at IDC. "Companies that use this to reevaluate their customer data operations have the opportunity to implement a standard customer data model across the enterprise that is necessary to support the next wave of innovation in marketing driven by analytics and artificial intelligence."

IDC PlanScape Figure
Executive Summary
Why Is GDPR Compliance Important for Marketers?
What Is GDPR Compliance as It Relates to Marketers?
GDPR Principles: Defining Personal Data and a New Basis for Lawful Processing
GDPR Data Subjects' Rights: Privacy, Consent, and Data Portability
The Right to Be Forgotten and Getting Insights into Own Data and Data Portability
The Responsibility of the Processor (Service Provider)
GDPR Implementation
GDPR for Marketers
5-Point Action Plan
IT Security Governance and Management
Cost Drivers
Who Are the Key Stakeholders?
How Can My Marketing Organization Take Advantage of a GDPR Compliance Project?
Design of a GDPR Compliance Project
Roles and Responsibilities
Essential Guidance
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