2018 Data Privacy and GDPR Report
Uploaded by
Demand Metric2018 Data Privacy and GDPR Report
Uploaded by
Demand Metric2018
DATA PRIVACY
and
GDPR
IN PARTNERSHIP WITH
Benchmark Study Report
August 2018
DATA PRIVACY AND GDPR
Table of Contents
Introduction 3
Executive Summary 5
Marketing and Data Privacy 9
Data Privacy and Revenue-Growth 17
Data Privacy and the General Data Protection Regulation 25
The GDPR and Revenue-Growth 33
Analyst Bottom Line 40
Acknowledgements 44
Appendix: Survey Background 45
DATA PRIVACY AND GDPR
Introduction
INTRODUCTION Data Privacy and the GDPR 4
For many organizations, the effective use of personal data has become a
source of competitive advantage.
Recently, however, the court of public opinion and new legislation has
forced countless organizations to review their approach to data usage and
privacy.
Demand Metric and Demandbase partnered to research how to better
understand marketers’ approach to data privacy, how the use of
customer and prospect data will evolve, what challenges exist, and areas
of investment.
The research effort also pursued an answer to the key question: are
companies that report revenue-growth approaching data privacy differ-
ently than those that are revenue-stagnant?
These study results provide insights and data useful for comparing, plan-
ning, and improving your marketing team’s approach to data privacy.
Data Privacy and the GDPR 5
DATA PRIVACY AND GDPR
Executive Summary
EXECUTIVE SUMMARY Data Privacy and the GDPR 6
Most of this study’s participants were from B2B or mixed B2B/B2C orga- Just under half of this study’s participants came from companies with less
nizations that have experienced modest or significant revenue growth than 100 employees, and 26 percent of participants came from companies
during the past fiscal year. The respondents came from a diverse set of with 500 employees or more.
industries, with finance, banking, and insurance being represented the
most, followed closely by manufacturing and professional services.
Key Findings
86 percent of study participants report Nearly three-quarters of study
their organization values the protection participants will invest in tech-
of prospect and customer data from nology to improve their approach to
a moderate to significant extent. data privacy.
The top reason why organizations value
The top three channels used to
the protection of data is “customer
obtain consent from customers and
expectations,” followed closely by
prospects are email, online forms,
legal responsibilities and government
and website notices/banners.
legislation.
59 percent of marketing teams report Only 32 percent of study participants
they will become more dependent on are tracking metrics to measure
data moving forward. their approach to data privacy.
EXECUTIVE SUMMARY Data Privacy and the GDPR 7
The top 3 metrics that study
participants will track to measure
the success of their data privacy Over half of study participants
efforts are the number of permis- listed “Understanding the GDPR”
sions received, the number of as their top challenge.
permissions retained, and the
number of subject access requests.
20 percent of study participants are 60 percent of participants are
still unaware of the General Data changing their global approach to
Protection Regulation (GDPR). privacy in light of the GDPR.
22 percent of study participants
Only 32 percent of study partici-
are not spending any money on
pants are fully GDPR compliant.
GPPR compliance.
EXECUTIVE SUMMARY Data Privacy and the GDPR 8
The analysis of this study’s data also revealed the following relationships between companies that reported revenue-growth in the last
fiscal year and data privacy:
They are more likely to report that
They are more likely to value the ensuring the privacy of customer
protection of customer and prospect and prospect data will help them
data to a significant extent. achieve their objectives to a
significant extent.
They are more likely to report lever-
aging customer and prospect data They are much more likely to
to a significant extent in order to report they are GDPR compliant.
achieve key business objectives.
This report details the results and insights from the analysis of the study data. For more detail on the survey participants,
please refer to the Appendix.
DATA PRIVACY AND GDPR
Marketing and Data Privacy
MARKETING AND DATA PRIVACY Data Privacy and the GDPR 10
The effective use of data can act as an enabler, empowering a company
to engage with its target audience by delivering personal, timely, and
To what extent does your organization value the
relevant experiences to customers and prospects. However, with great
protection of customer and prospect data?
power comes great responsibility.
Companies that leverage data in their marketing efforts must build trust
with customers and prospects. One way to build trust is to ensure the
privacy and protection of the data that is being provided. FIGURE 1: VALUE OF PROTECTING CUSTOMER AND
PROSPECT DATA
This study first set out to understand the extent to which organizations
Only 2% of this study’s participants report they do not value the
value the protection of customer and prospect data, as shown in Figure 1.
protection of customer and prospect data.
No one doubts the value of protecting customer and prospect data: only
2% of this study’s participants report they do not value the protection of
customer and prospect data.
7%
Slight Extent
2%
No Extent
5% 64%
Significant Extent
Some Extent
22%
Moderate Extent
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