Up to 75% of customer data on marketing databases will become useless in the UK on 25 May 2018, according to a study.
To use existing data, brands will need a fully documented permission trail, including the data and source of the consent, that is a big change.
As a result, brands are now running campaigns to “re-permission” data consent, with one in three marketing campaigns now focused on securing compliant consents. Traditional campaigns around customer acquisition, customer retention and brand-building have been placed on the back burner until everybody catches up and gets ready for Data Day.
Only 25% of existing customer data meets GDPR requirements.
I could spend the afternoon writing a longer article but if you are starting to get twitchy as May 25th gets closer, this is worth a read it’s from the BBC they have a bit more time than me.