General Data Protection Regulation (GDPR): What Companies Need to Know Now - eMarketer
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General Data Protection Regulation (GDPR): What Companies Need to Know Now

eMarketer Report

By: eMarketer

Published: February 20, 2018

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

In May 2018, all multinational marketers will have to comply with the EU’s General Data Protection Regulation (GDPR), which governs consumer data collection, storage and usage practices. But many of them remain unsure about what they need to do.

  • The legislation, which is designed to give consumers in the EU more control over their personal data, lays out requirements for data collection, storage and use, and will impose potentially devastating fines on companies with poor data-handling practices or that experience data breaches in which they are found at fault. Regulations may be limited to the personal data of consumers residing in the EU, but they apply to any company handling, transmitting or storing that data, whether it has a physical location in the EU or not.
  • Today, the majority of companies feel unprepared for GDPR and all that it requires. Some are working on what could be called table stakes: reworking privacy policies and implementing consent practices. Just as many have moved on, perhaps to struggle with “privacy by design” principles and properly modify their data collection and purging practices for the road ahead.
  • In the short term, marketing databases are likely to lose some of their value, as consumers opt out. It’s also likely that third-party data will lose some of its richness, though what remains is also likely to be cleaner and more reliable.

"Direct Marketing Association UK (DMA UK) found obtaining consumer consent was the primary concern for 28% of UK marketers polled about GDPR in October 2017."

Table of Contents

GDPR: A Quick Rundown

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Where Companies Stand on GDPR Compliance

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8 charts are included in the full report:

General Data Protection Regulation (GDPR): What Companies Need to Know Now

UK Marketers' Primary Concern About the General Data Protection Regulation (GDPR), Oct 2017 (% of respondents)

GDPR: A Quick Rundown

Information for Which Stricter Regulation Is Required According to UK Internet Users, Sep 2017 (% of respondents)

What the Law Requires

Level of Understanding of the General Data Protection Regulation (GDPR) According to Business Decision-Makers Worldwide, May 2017 (% of respondents)

Where Companies Stand on GDPR Compliance

Primary Barrier to GDPR Compliance According to Business Professionals in the EU and US, Oct 2017 (% of respondents)

Challenges of Preparing for General Data Protection Regulation (GDPR) According to Business Professionals Worldwide, Spring 2017 (% of respondents)

Top Priority for Implementing the General Data Protection Regulation (GDPR) According to UK Marketers, Oct 2017 (% of respondents)

Leading Concerns About Getting Their Business Ready for General Data Protection Regulation (GDPR) According to Business Decision-Makers Worldwide, March 2017 (% of respondents)

What the GDPR Will Bring in the Months Ahead

Internet Users in Europe* Who Would Conduct Select Privacy/Security-Related Actions, Sep 2017 (% of respondents)