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What is Legitimate Interest, and does it affect you?



The EU General Data Protection Regulation, otherwise known as GDPR is a hot topic at the moment, with thousands of businesses across the UK currently adapting their data protocol in time for the changes coming into play in May 2018. For tech companies, users and consumers are vital for business, so you’re more than likely to be affected by GDPR.

‘But I process data for the greater good!’ we hear you cry. ‘I have to process client data, otherwise how will they know about the company?’ is another common worry.

The legitimate interest clause – which is currently going somewhat under the radar – is providing tech businesses with some security amidst the confusion.

The clause, one of the six lawful grounds for data processing in Article 6.1 of the GDPR states:

[Processing is] necessary for the purposes of legitimate interests pursued by the controller or a third party, except where such interests are overridden by the interests, rights or freedoms of the data subject

There are some examples where legitimate interest may apply – risk assessment, for direct marketing purposes, existing relationships (agency and client, for example) – but for those working in tech, certain areas are particularly pertinent:

Personalisation

Personalisation is key in many digital marketing campaigns and today, is expected by users. However, under the new GDPR rules, personalisation as we know it will be heavily controlled and marketers will need to have evidence that they have permission to target their users with marketing and comms. The legitimate interests clause within GDPR however, means companies can justify using analytics to personalise website content for each user. It is argued providing a better UX is in the user’s best interest, and therefore particular elements of personalisation may not be liable to GDPR.

Web analytics

As a company centred on technology development and innovation, web analytics are pivotal to your business success. So good news, you can happily use diagnostic analysis to track visitors, posts, user journey and social media metrics to advise future marketing campaigns without fear of a fine under GDPR. This information must be used for business intelligence. Cookie consent, however, is a different matter so make sure you’re clear on the difference.

Artificial Intelligence

Many websites use artificial intelligence to provide a quick, improved UX. Netflix provides tailored film choices, dependent on previous viewing history; Siri uses data stored in a device to answer questions, all using AI. Certain elements of AI do not fall under GDPR and many companies will not need to change their processes to facilitate this. It’s more a case of what you do with the data after this stage so be clear on what applies to you and what doesn’t.

While legitimate interest can provide some reassurance, it is important that companies understand GDPR, what it is and how to best implement processes to protect your company. If the groundwork isn’t put in before the 25th May 2018, when GDPR comes into effect, the consequences to your business could be catastrophic.


Tagged with: Data, GDPR, tech

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Understanding GDPR for tech companies




General Data Protection Regulation (GDPR) legislation around data privacy and protection was adopted in April 2016 and will be enforced from the 25th May 2018. GDPR gives consumers more control over their personal information and failure to comply can result in very large fines.


For those that work in the world of tech, there are a number of instances where the new GDPR legislation will impact your business strategy significantly:


Opt in?


The ‘soft opt in’ we all regularly experience will no longer be an option. Users will need to provide explicit consent to receive marketing material, whether it’s emails, texts or brochures in the post. You will also need to provide proof that you have consent to contact a consumer, and an auto ticked box will not suffice. By providing content that is valuable, interesting and relevant, you can decrease your ‘unsubscribe list’ and continue to execute successful campaigns.


Cookies


It is also no longer sufficient to display a ‘we use cookies’ pop up window when a user visits your site for the first time. As of May 2018, website will need to provide a route for consent, such as a tick box and email capture, ensuring they have consent to track a user’s cookies. We can see an increase in websites implementing this strategy already, ahead of the deadline, in preparation for the enforcement of GDPR.


Third parties


Third party providers play a pivotal role in digital marketing and it is paramount that you check your suppliers are GDPR compliant. If you use a software or service that breaches GDPR, you may be held accountable for not ensuring the correct processes are in place regarding data you own. We recommend asking any suppliers what steps they are taking ahead of GDPR, and if none are planned, look for a new provider.

 

CRM


Everybody has the ‘right to be forgotten’ and this no longer means writing ‘do not contact’ on your notes. ‘Right to be forgotten’ means just that. You must ensure that any systems you use mean you are able to permanently delete the data of someone who hasn’t consented, with no way to recall it.


By following a few steps, you can ensure your company meets all GDPR regulations:

 

  • Hire a data protection officer to ensure the enforcement of GDPR regulations
  • Review all current data practices and implement changes where necessary

  • Raise internal awareness so all employees understand GDPR and its importance

  • Don’t hold onto unnecessary data and be sure to cleanse all current databases

  • Ensure that data is stored in a format that is portable, and can be sent to an individual upon request

  • Audit all data and ensure consent is explicit


GDPR doesn’t have to cause a revolution within your business. Use this new legislation to streamline systems and ensure good housekeeping, and by following our top tips, you won’t need to worry.




Tagged with: Data Protection, GDPR, GDPR legislation, North West , PR, PR agencies Manchester

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Will GDPR take a bite out of your business?



The EU General Data Protection Regulation, otherwise known as GDPR is about to start making waves within companies across the UK.

 

The new law will be coming into place on 25th May 2018, in order to protect consumers’ data on the web, preventing people being signed up to mailing lists they may not want to be on. By this date, companies will be required to contact all those on their mailing lists to ensure they do still want to receive information from them. If they choose not to, or if they don’t reply at all, companies will be obliged by law to remove them from the list.

 

Food and drink companies will often send out e-newsletters to communicate to their database, sending regular information on offers, deals or company news. All these send outs will have to be in line with the GDPR guidelines, and if a company fails to do so, it could risk a €20M fine.

 

As a creative agency, we understand the importance of cutting through the noise and communicating directly with the customer. The introduction of GDPR will mean brands have to get creative between now and May to keep their databases opting in to receive the email information.

 

So how will food and drink brands stand out from the crowd come May? Putting in place a creative content strategy now is the first step for any business, and here are our three top tips to start to prepare.

 

Keep it topical

 

Food and drink, much like fashion, has trends, so it’s important to stay on top of these. Ensure your content is matching what your audience wants, and what they are searching for online. React quickly to news, for instance the egg cloud was a huge trend in 2017, but only for a matter of days – jump on the news quickly and bring the information to your customers before anyone else does! There are tools that can help with these trend predictions, so make sure they are utilised to give you a full insight into what your customers are searching for online.

 

Keep it audience specific


When it comes to email marketing, the content must be of interest to those who receive the information. If a shopper uses your company to buy a particular product, ensure they are targeted with news that is relevant for them. Vegan customers will have no interest in deals on meat, families will have little interest in meals for one and students no interest in family recipes. Ensure the message you send out resonates with the customer for maximum impact. This can be done via data capture at the payment stage, or via an incentivised survey on the website. But start now so your database can start seeing the benefit of targeted messaging well ahead of the GDPR deadline.

 

Treat your customers

 

It’s important your customers feel wanted by you, so whether its discount codes, offers or the odd complimentary drink,  get generous before May. If customers see a value in being signed up to your emails, they will stay signed up. Food and drinks companies now have nine months prove to customers that by staying connected to their business, they will benefit.

 

 

Tagged with: , Food & Drink, GDPR, Lifestyle, PR agencies Manchester