How European marketers are navigating data in light of GDPR and ePrivacy Regulation

Since 2018, marketers in Europe haven’t solely needed to cope with the implementation of GDPR, however they are additionally having to organize for forthcoming modifications to ePrivacy Regulation because the EU seeks to bolster ‘trust and security in the Digital Single Market.’

A brand new report by Apteco appears to be like into how marketers are coping with these laws. How are these modifications impacting on the best way they use data? And what’s the total impression on their capability to know the shopper journey in a context the place customers are more and more anticipating omnichannel experiences?

Marketers replicate on GDPR

The report – titled Are you on board with the shopper journey? – noticed greater than 270 respondents who specialize in data perception and advertising and marketing marketing campaign software program throughout a variety of industries. The overwhelming majority (90.5%) had been from the UK, with an extra eight.eight% from Europe – so it was unsurprising that data laws are on the forefront of the minds of these surveyed.

what has been the impact of GDPR on your business

At first look, respondents cite some clear detrimental results of GDPR on their data actions.

More than 67% report that they’ve had a discount in buyer and prospect data, whereas practically 60% have seen a discount in communication quantity. With organizations discovering they’ve much less data to work with and are subsequently speaking much less, it’s simple to see how this may be taken to be a detrimental consequence of the laws.

However the report does spotlight that much less data and much less communication is just not at all times a nasty factor. Arguably, the data getting used and the communications being made by organizations after GDPR might be seen as extra streamlined, extra environment friendly, and higher focused – all virtues which are more likely to be benefiting clients and selling a greater long-term expertise.

Additionally, 70% of respondents say that GDPR has triggered their organizations to undertake extra formal data administration. Again, that is one thing of a win for respect of buyer data and doubtlessly strengthens client belief in how it’s used.

Marketers’ ideas in anticipation of ePrivacy Regulation

If something, marketers maybe have a extra detrimental view of potential ePrivacy Regulation than they’ve of GDPR.

how are marketers feeling about adoption of the EU's proposed eprivacy regulation

More than 1 / 4 of these surveyed say that ‘it’s an excessive amount of to bear so quickly after GDPR,’ and greater than 31% are not sure about how they are feeling both means.

This compares to only 6.5% who say they are ready for the modifications. In light of this, Apteco counsel that companies may have clearer pointers and extra help in advance of, and throughout, the rollout of these laws.

So the place are marketers at in their data-led communications?

The report additionally requested marketers how their understanding of the shopper journey had been progressing, throughout various methods and actions.

  • Single Customer View (SCV). Marketers are clearly favoring the Single Customer View data platform. More than 66% of respondents mentioned that they had an SCV, forward of different instruments and applied sciences equivalent to Data Management Platforms and Customer Data Platforms. 26.7% mentioned they didn’t know what sort of platform that they had in place.
  • Personalization. Progress has arguably been a bit sluggish in phrases of personalization maturity, thanks in half to GDPR. Just over 31% of marketers say they solely use minimal personalization (salutation, identify) in their actions, whereas ‘hyper personalization’ has been seen to lower barely amongst respondents. With that being mentioned, the most important development in personalization between 2017 and 2018 has been in the use of customized content material blocks inside templates – up from 29.5% to 34%.
  • Marketer Priorities. ‘Customer journey’ and ‘improving the customer experience’ stay high priorities for marketers in 2019, reinforcing the transfer for companies to grow to be customer-led.


GDPR and the proposed ePrivacy Regulation each may be seen to be having an impact on marketers based mostly in the UK and Europe.

A easy takeaway can be that with added regulation comes much less data for organizations to work with, and much less subsequent communications. But as companies transfer to grow to be customer-led, it may be argued that they are being steered in the direction of higher, streamlined, consumer-friendly follow.

In the wake of GDPR sure parts of advertising and marketing which relate to data seize appear to be doing higher than others. A transparent majority of companies boast a SCV – giving a complete, holistic understanding of the journeys their clients make. But on the flipside, personalization maturity might be seen to have taken a knock as companies adapt their data and communications methods.

A key conclusion to attract from this report pertains to the customer-led priorities in European enterprise and how that is in line with how GDPR is inflicting organizations to undertake extra formal data administration practices. This latter development will give customers extra religion in the power of firms to respect their data, in flip engendering belief, and offering a panorama which is undoubtedly higher for the shopper, in addition to being higher for companies who need to preserve customers returning to them lengthy into the longer term.

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