GDPR Compliance

The data governance opportunity from the General Data Protection Regulation and what to do about it

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The is European legislation meant to consolidate data privacy regulations across Europe. Despite being based in the EU, GDPR requirements affect companies worldwide who are doing business in the EU or monitoring the behavior of EU citizens. Companies found in non-compliance are subject to administrative fines of €20mil or 4% of worldwide revenue, whichever is greater.

In the News:

CDO Trends: GDPR Can Make Data Sharing, AI a Minefield

CMSWire: Now’s the Time for Marketers to Embrace Zero-Party Data

JD Supra: China’s GDPR is Coming: Are You Ready?

12 Key Changes to Customer Data Protection Regulations – Implications

"Personal Data” is Becoming Broader

The definition of personal data will be expanded to include genetic, economic, or social identity data.

Compliance Required for Companies Outside the EU

Any company, regardless of where it’s based, must comply with the regulation if it deals with an EU citizen’s personal data.

New Special Protections for Children’s Data

Parental consent will be required, so businesses will need to implement procedures to obtain consent.

Getting Valid Consent

Consent must be simple and clear. Silence or inactivity will not constitute consent.

Data Breach Notification Requirements

Placing a greater onus on data supply chains, all data breaches potentially harming individuals must be reported to regulators and the individual.

The Right to be Forgotten and Access Requests

Companies will have to give individuals access to data collected in a timely manner and requires that data subjects have the right to be forgotten.

Mandatory Privacy Risk Impact Assessments (PIA)

There will be conditions under which a PIA is mandatory in high-risk situations.

Privacy by Design

Privacy in a service or product must be built in from product conception and should only collect the minimum personal data possible.

Contractual Requirements

Data protection will need to be clearly documented and this could impact contract negotiations for risk and security considerations.

International Data Transfer Concerns

The regulation also applies to data processors, so there is risk in transferring data to countries outside the EU.

Data Portability

Businesses have to provide data collected to subjects electronically and in a commonly used format.

Introduction of the Data Protection Officer (DPO)

Some businesses will need to hire or appoint a DPO to oversee data security compliance.

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Customer Experience

How Real-Time Data Enables Context-Driven Experiences

Customer experience strategies often emphasize personalization. Messages get tailored. Recommendations shift. Content customizes based on segments or historical behavior. But personalization alone doesn’t guarantee relevance. Relevance depends on context. What is the customer doing right now? What just happened? What are they trying to accomplish in this moment? Without that context, even well-designed personalization can […]

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Customer Experience

Nisbets Transformed Their B2B Strategy from Anonymous to Addressable with Tealium

In the world of B2B catering equipment, the journey from a printed catalog to a high-velocity digital powerhouse is no small feat. At one of Tealium’s client events, the data team from Nisbets shared their “rock star” moment: a deep dive into their first year implementing a Customer Data Platform (CDP). With a rich 40-year […]

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Marketing Strategy

Why Customer Moments Break Channel-Centric Thinking

For years, marketing strategies organized around channels. Email teams manage campaigns. Paid media optimizes acquisition. Mobile teams run app engagement. Support handles service interactions. Each channel has its own tools, metrics, and workflows. From an org perspective, that makes sense. From a customer perspective, it doesn’t exist. Customers don’t think in channels. They move fluidly […]

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Marketing

The Marketer and the Machine Builder: Why the AI Revolution Requires a New Alliance

Walk the halls of any modern enterprise today, and you’ll sense a friction between two departments that desperately need each other. On one side sits the marketing team. They own the revenue targets, the customer experience, and the campaign lifecycles. Executive leadership is constantly pressuring them to deploy AI for hyper-personalization, churn reduction, and maximizing […]

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Why I Joined Tealium After 20 Years in Financial Services

After 20 years in banking and investments at some of the industry’s top companies like Fidelity Investments, Citigroup and First Citizens Bank, you build up a healthy skepticism of buzzwords and sales reps promising the world. I’ve spent my career in meeting rooms, at industry conferences and in board meetings hearing phrases like “360-degree view […]

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Customer Experience

Beyond the Chat Window: Why AI Agents Require Real-Time Customer Context

In the world of AI, a smart agent is only as good as the context it has. We’ve all seen the magic of Large Language Models (LLMs) answering complex questions, summarizing documents, and even writing code. But when it comes to understanding your unique customers, many AI Agents hit a wall. They suffer from what […]

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Data Governance: Reduce GDPR Risk & Improve Marketing Effectiveness

The GDPR is another reminder of how marketers, and businesses overall, need to improve their management of sensitive customer data. While market leaders have adopted a unified approach to data governance as a strategic initiative to improve marketing relevance and timeliness, the vast majority of companies are stuck managing data inside departmental or technological silos that create risk and uneven experiences. Ironically, this new regulation might be just the compelling event that will propel marketers to truly become data-driven, simultaneously allowing for data security measures and increased marketing effectiveness.

Given our unique position in the data supply chain, having Tealium as a trusted partner builds confidence in your business’ ability to appropriately and legally manage data, while significantly reducing your reliance on your digital marketing and analytics vendors to adhere to privacy standards.

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