It’s safe to say that data privacy has undergone a “data rights revolution” over the last ten years.
As new data privacy regulations continue to emerge, this brewing revolution is starting to bubble over. As consumers grow more privacy-conscious, privacy becomes a more essential aspect of their experience. Consumers now view data privacy as a human right, but corporations have been slow to adapt to the ever-evolving data privacy landscape.
A 2020 KPMG study reveals the importance of data privacy and how consumers would like corporations to take significant steps towards better protection, management, and the correct use of their data. The study finds that:
- 56% of consumers say companies should prioritize giving them more control over their data
- 87% maintain that data privacy is a human right
- 91% say corporations should take the lead in establishing corporate data responsibility
Now the onus is on businesses to establish a privacy for the people approach by putting their customers first and fulfilling customer expectations regarding their data privacy.
The Missing Puzzle Piece — Data Trust and Transparency
KPMG also recognizes that the missing piece of the puzzle is data trust and transparency, as 68% of consumers don’t trust companies to sell their data ethically. The growing rate of data breaches has kept consumer trust levels low overall.
The need for increased transparency about an organization’s data practices and how consumers can exercise their rights to their data is imperative. The way organizations analyze, classify and respond to data requests have become increasingly important both for companies and consumers — and can have a long-lasting effect on brand reputation. Consumers are more inclined to buy from companies they trust with their data.
Regulations Shaping the Data Revolution
The privacy landscape is constantly going through a state of flux as new and amended regulations emerge. Over 70% of countries globally have data privacy laws in place — or are in the middle of drafting new legislation. These regulations impact how organizations collect data, how data is managed and stored, when information can be accessed and used, and how to disclose the data to consumers.
The common thread in many regulations is DSARs — or data subject access requests — which find their primary emphasis in the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). These requirements grant individuals the fundamental right to know their data, delete their data, and get visibility on both the type of data processed and how it is processed. Companies now have to play a more significant role as custodians of their customer’s personal information.
DSARs: A Revolution for Customers, A Challenge for Businesses
For the business, the process of identifying personal data poses unique challenges. Most organizations collect personal data within many locations across several systems and applications — data that needs to be found in order to adhere to DSARs.
But finding the vast amount of data is not enough. Businesses need to look across all systems and applications to identify what data is personal and, most importantly, to whom it belongs — and whether it was obtained with consent. This requires organizations to manage, process, and report on data subject rights requests, fulfill those requests, and do so at scale, as requests can range from the hundreds to thousands to millions.
Who Is Responsible for Data Rights Access?
When it comes to delivering on data privacy, it’s always been a collaborative effort between privacy, legal, compliance, marketing, and IT teams.
Today, makeshift policies and processes still rule, as it’s often not clear who owns processes and has ownership of data. But when it comes to accountability, who is responsible? Where do these data requests go?
The Rise of Marketing in Data Privacy
The significant gap points to marketing. Increasingly, marketers serve one of the most crucial roles in privacy management. Marketing technology (martech) is at the front lines, as marketers collect the most consumer data and are responsible for the daily interactions within this regulatory environment. The challenge for marketers is that, with fragmented technology stacks, it becomes increasingly difficult to coordinate, implement, and monitor compliance requirements.
But marketers essentially represent the customer. They are always about creating a delightful customer experience for positive customer interaction — and meeting those expectations. Marketing is genuinely at the frontline when it comes to data privacy. But being at the frontline without the proper support can be difficult as marketing doesn’t always have lawyers, privacy staff, or dedicated IT to help build a privacy framework. It becomes a compounding issue managing data requests without cohesion, making it difficult to track and report on these sorts of requests.
How Technology Supports the Data Rights Movement
There is a need for a centralized and efficient way to coordinate multiple data sources for regulatory requirements.
As mentioned, marketing technology consumes, stores, and initiates massive amounts of consumer data and interactions. In combination with martech, a privacy solution is necessary to support day-to-day privacy management tasks, including data collection, tagging, inventory, data flows, data sharing, performance monitoring, and fulfilling data subject requests to maintain compliance.
It is becoming increasingly crucial for brands to give consumers control of their data and transparency into how the data is used, which builds trust and better serves the needs of their audiences.
Privacy for the People — Simplified
BigID.me is designed for organizations that don’t have dedicated offices to meet data privacy regulations, but want to satisfy regulatory demands while enhancing the customer experience and building trust.
Built by BigID, a pioneer in privacy technology, BigID.me offers marketers and non-professional privacy project managers a simplified way to deliver their customers’ compliance and privacy preference choices while automating critical activities like data rights, consent, and cookie management.
BigID.me brings data trust and transparency to your customers with easy, intuitive, and proactive privacy management. Learn more about BigID.me or sign up for free and get started in minutes.