Privacy Management
Private matters
Increasingly sophisticated marketing platforms and technology are extending the capabilities at our disposal to track and target our customers. To some that feels like stalking. To others, it's just an acceptable means of cutting through information noise.
In a survey conducted by the Direct Marketing Association in the UK (prior to GDPR) 50% of respondents considered the exchange of data in return for content relevance acceptable. 25% wanted to restrict sharing their data completely and maintain their online privacy.
The key to increasing comfort with the collection and use of data is to enable controls on its collection and use, but at the same time, highlight the value that that data brings to the individual.
Privacy Impact Assessment
Understanding how your systems, and third-party tools collect, store and distribute personally identifiable data is a key requirement under GDPR. Your company processes also require the same level of scrutiny. This understanding can only be achieved through performing Privacy Impact Assessments (PIA).
Legitimate Interests Balance Test
As part of the PIA, you will need to identify a lawful basis on which you are processing the data. We have also developed a three-part "Balance Test" for use where the basis for processing is "Legitimate Interests". This will document the reasons you are using this basis and the reasons why you believe it is in the interests of both you and the Data Subject.