GDPR enforcement may be driven by fears of liability

As GDPR Day (May 25, 2018) approaches, the experience of at least one complying marketing firm illuminates two major but hidden factors — one that could drive compliance and one that could hinder it.

The hidden factor that could drive compliance with the General Data Protection Regulation: liability.

Yes Lifecycle Marketing is a Portland, Oregon-based cross-channel marketing services firm, helping client companies with website customer preference centers (where email newsletters might be selected), email, SMS, push notifications and Facebook.

SVP Marc Shull told me that his company has been working toward compliance by initiating new processes, consulting with outside experts, reviewing “every single screen” it offers, instituting new data governance policies, coding new capabilities to readily accommodate requests to change or delete personal data and other efforts.

In other words, Shull said, Yes Lifecycle is making a good faith effort to comply. About 10 to 15 percent of the company’s business comes from the European Union, he said, plus his company interprets the regulation as applying to any EU citizen wherever they are, or to any resident of the EU, whether an EU citizen or not. That pretty much covers all markets.

Yes has about 200 client companies, some of which are in the Fortune 500. But each of those companies also has dozens if not hundreds of other service providers.

[Read the full article on MarTech Today.]

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About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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Author: Barry Levine

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