How Can Marketers Navigate US Data Rights?

Data Privacy

Now that the California Consumer Privacy Act (CCPA) is in full effect — and the stricter California Privacy Rights Act (CPRA) follows hot on its heels — more and more US states are getting with the times by either putting privacy laws on the books or introducing new legislation for consideration in the near future.

Individuals’ Rights Over Their Own Data

Like the European Union’s General Data Protection Regulation (GDPR), these US laws place a huge emphasis on individual data rights, which are exactly what they sound like: Individual persons’ rights over their own data — and the way a company collects, processes, retains, secures, shares, and manages it.

These rights include things like an individual’s right to know how a company is handling their data, the right to access that data a company has on them, the right to delete the data, correct the data, and so on and so forth.

Companies Must Comply … And That Means You

Guess what? Companies everywhere, of all sizes, in all industries, operating basically anywhere in the United States, are required to not only comply with these privacy regulations (likely several of them) — but also prove that compliance when regulating authorities come-a-knocking.

This requires that organizations implement and operationalize new capabilities that allow them to quickly and efficiently identify personal, sensitive, and regulated data across their entire data landscape — and automatically classify that data by both type and individual.

But when it comes to accountability, who’s responsible for the data? Where do data rights requests go?

Responsibilities for fulfilling data rights requests vary depending on the structure and size of a company — but have mostly fallen on marketing departments. And rightfully, marketers are at the forefront of the customer experience and collect the most customer data. But marketing departments can’t readily rely on lawyers, privacy staff, or dedicated IT to help build a privacy framework to automate and scale a data-driven privacy program.

Marketers have been making several adjustments to comply with these growing regulations by:

  1. Assuring web forms provide consent with opt-in checkboxes
  2. Capturing cookie consent preferences during website visits
  3. Providing transparent access to privacy statements and disclosures
  4. Developing a dedicated landing page that allows customers, employees, and consumers to submit a request to access, adjust or delete their information.

But with intuitive, flexible solutions, marketers can benefit from building trust and display a strong commitment to data privacy.

Automation and a Deep Discovery Foundation Change the Game

Managing individual data requests without automation is not only a costly, time-consuming, and resource-heavy undertaking — but for many organizations, it’s downright impossible. In addition, without visibility into all your data, everywhere, you might as well be trying to bail water off the Titanic with a thimble. delivers purpose-built, privacy-centric data discovery automation to help companies inventory their sensitive, personal, and regulated data by type and person to fulfill privacy-driven personal data rights.

Data rights automation capabilities empower companies to fulfill access and deletion requests at scale — and achieve, maintain, and prove ongoing compliance with US privacy regulations and GDPR. With, companies can leverage:

  • enhanced data access rights management capabilities for analysts, operators, and marketers
  • bulk processing capabilities for high volume requests
  • deep customization and summarization templates for tailored responses
  • enriched workflows for deletion, correction, and portability
  • consent tracking and orchestration
  • automation for validating deleted data
  • SDK integration with web and mobile data access request portals

Privacy Isn’t Going Anywhere

The CCPA and its US sister laws make fulfilling individual data rights a priority for all US organizations — not just those doing business in California or handling the data of California residents.

With all this state-level privacy activity, the US federal government is taking notice and feeling the pressure to introduce country-wide privacy legislation that unifies state-specific data rights.

The takeaway? Privacy matters — a little more every day. For US organizations, this is nowhere more critical than in the need to locate and fulfill individual data rights.’s data rights automation gives companies the ability to deliver their customers greater data transparency, accountability, compliance, and customer trust.

Learn more — and get started for free — at