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May 2017 - IDC PlanScape - Doc # US42473617

IDC PlanScape: General Data Protection Regulation Compliance for Marketers

Authors: Pete Lindstrom, Angela Gelnaw, Duncan Brown, Silvia Piai, Adriana Allocato, Jonas Knudsen, Gerry Murray
Abstract

This IDC study provides insights into the adoption of the GDPR for all organizations to help them define a compliant information management strategy, including the data governance mechanisms and the desired technology architecture that can enable its implementation. It also provides guidance on the information strategy implementation by identifying the roles and the responsibilities of different stakeholders. The adoption of GDPR must be aligned with integrated processes, organizational aspects, and governance policies. The GDPR can drive significant operational and business benefits, but its implementation can be a complex undertaking for organizations and demands a step-by-step approach based on a shared vision between the IT department, legal department, line-of-business owners, and the organization's board-level executives. This IDC study is based on IDC continuous research on IT security and privacy trends and its implications. The research incorporates findings from dozens of interviews and conversations with IT security and data protection practitioners, regulators, and vendors across Western Europe.

"GDPR represents a major data management project for all marketers operating in the European Union," said Gerry Murray, research director, Marketing and Sales Technology research at IDC. "Companies that use this to reevaluate their customer data operations have the opportunity to implement a standard customer data model across the enterprise that is necessary to support the next wave of innovation in marketing driven by analytics and artificial intelligence."

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