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Contacts management after the GDPR

By Launchmetrics 28 August 2018

MILAN, ITALY - On 25th of May, the Regulation EU 2016/679, also known as General Data Protection Regulation (GDPR) came into effect. This regulation which oversees the protection of natural persons with regard to the processing of personal data and on the free movement of such data.

Surely, this regulation is imperative as new business models, based on data mining and data sharing, continues to appear. The GDPR came into effect as the world we live in has gone through a digital revolution over the last decades, challenging regulators to monitor and govern data information properly.

In a nutshell, the GDPR:
Introduces more explicit rules about privacy policy and consent;
Defines limits for the automatic processing of personal data;
Lays down strict rules for data breach cases;
Establish rigorous criteria for data movement outside the EU.

First of all, we have to highlight that this regulation is not only for European companies. Indeed, all EU-based companies must respect the law in the case of processing EU citizens data, whether they are clients, partners, editors, influencers, etc. As such, it is mandatory to have your contacts database organized, well categorized and continuously updated. Here are some suggestions to help you manage this process at best.

1. Don’t import massive lists of emails
With the new regulation, each company must know what data is processed, when it's processed, and why it's processed. You shouldn't use the classic Excel sheets - which can cause many issues when updating the data - and it’s not worthwhile to import extensive lists without knowing exactly how the data have been collected. You must pay attention if you don’t want to be penalized.

2. Organize your database
To easily verify and filter the data you collect, the best way is to create a clear and defined organization system for your contacts. In particular, you can manage your contacts in 3 ways: by consent, which means that you'll have temporary contacts (those who have interacted with your content or event but have not given you permission to store their personal information) and permanent contacts (those gave you their consent); by engagement levels, which segments “active” contacts (those who actively interacts with you) and “inactive” contacts (those who haven't interacted with you for some time); or by building customizable filters so that you can easily create contact lists that fit your particular needs, including the times you need to audit your contacts database. However, it’s important that all the info you store in your contacts database abide with GDPR requirements.

3. Check your archives on a regular basis
Once you’ve defined what the exact time frame is for active contacts to become inactive, and you’ve separated active contacts from inactive ones, you must regularly clean and update your database. GDPR requires you to delete all the data of inactive contacts.

4. Allow your users to manage their data
Give your contacts the opportunity to unsubscribe from your communications and update their information. Both functionalities are necessary for all communications and additionally, you must a link to your privacy policies so that your contacts can easily view and understand how their personal info is used.

However, GDPR provides exceptions for B2B communications. While your expertise and regular audits will help with managing GDPR, the best way to face GDPR is to find tools for contacts management that are already compliant with the regulation. These tools are able to guarantee that your contacts are properly organized by the 3 different organization systems, as well as offer your contacts the chance to seamlessly modify their data and unsubscribe to your communication at ease.
   

 

 

About Launchmetrics
Launchmetrics provides Software & Data Tools to help Fashion, Luxury and Cosmetics professionals discover, activate and measure the voices that matter for their brands. Over 1,000 brands such as Christian Louboutin, Fendi, NET-A-PORTER, Topshop and more as well as partners like IMG, the Council of Fashion Designers of America, the British Fashion Council and Google, use its tools to accelerate their business and build lasting exposure. Launchmetrics’ GPS Radar platform brings together over 50,000 designers, editors, buyers and influencers worldwide in a perpetually evolving digital community.

MILAN, ITALY - On 25th of May, the Regulation EU 2016/679, also known as General Data Protection Regulation (GDPR) came into effect. This regulation which oversees the protection of natural persons with regard to the processing of personal data and on the free movement of such data.

Surely, this regulation is imperative as new business models, based on data mining and data sharing, continues to appear. The GDPR came into effect as the world we live in has gone through a digital revolution over the last decades, challenging regulators to monitor and govern data information properly.

In a nutshell, the GDPR:
Introduces more explicit rules about privacy policy and consent;
Defines limits for the automatic processing of personal data;
Lays down strict rules for data breach cases;
Establish rigorous criteria for data movement outside the EU.

First of all, we have to highlight that this regulation is not only for European companies. Indeed, all EU-based companies must respect the law in the case of processing EU citizens data, whether they are clients, partners, editors, influencers, etc. As such, it is mandatory to have your contacts database organized, well categorized and continuously updated. Here are some suggestions to help you manage this process at best.

1. Don’t import massive lists of emails
With the new regulation, each company must know what data is processed, when it's processed, and why it's processed. You shouldn't use the classic Excel sheets - which can cause many issues when updating the data - and it’s not worthwhile to import extensive lists without knowing exactly how the data have been collected. You must pay attention if you don’t want to be penalized.

2. Organize your database
To easily verify and filter the data you collect, the best way is to create a clear and defined organization system for your contacts. In particular, you can manage your contacts in 3 ways: by consent, which means that you'll have temporary contacts (those who have interacted with your content or event but have not given you permission to store their personal information) and permanent contacts (those gave you their consent); by engagement levels, which segments “active” contacts (those who actively interacts with you) and “inactive” contacts (those who haven't interacted with you for some time); or by building customizable filters so that you can easily create contact lists that fit your particular needs, including the times you need to audit your contacts database. However, it’s important that all the info you store in your contacts database abide with GDPR requirements.

3. Check your archives on a regular basis
Once you’ve defined what the exact time frame is for active contacts to become inactive, and you’ve separated active contacts from inactive ones, you must regularly clean and update your database. GDPR requires you to delete all the data of inactive contacts.

4. Allow your users to manage their data
Give your contacts the opportunity to unsubscribe from your communications and update their information. Both functionalities are necessary for all communications and additionally, you must a link to your privacy policies so that your contacts can easily view and understand how their personal info is used.

However, GDPR provides exceptions for B2B communications. While your expertise and regular audits will help with managing GDPR, the best way to face GDPR is to find tools for contacts management that are already compliant with the regulation. These tools are able to guarantee that your contacts are properly organized by the 3 different organization systems, as well as offer your contacts the chance to seamlessly modify their data and unsubscribe to your communication at ease.
   

 

 

About Launchmetrics
Launchmetrics provides Software & Data Tools to help Fashion, Luxury and Cosmetics professionals discover, activate and measure the voices that matter for their brands. Over 1,000 brands such as Christian Louboutin, Fendi, NET-A-PORTER, Topshop and more as well as partners like IMG, the Council of Fashion Designers of America, the British Fashion Council and Google, use its tools to accelerate their business and build lasting exposure. Launchmetrics’ GPS Radar platform brings together over 50,000 designers, editors, buyers and influencers worldwide in a perpetually evolving digital community.

 

Photo courtsey of Launchmetrics

 

Photo courtsey of Launchmetrics

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