A clear compliance process that uses strategic tools and consistently empowered decision-makers will ensure brands can continue to navigate compliance, past cookies and beyond.
With new and conflicting global legislation, it seems no one can agree on the appropriate methods for data collection and the extent of data protection. As a result, global privacy laws are constantly changing and data compliance is more complicated than ever.
The most valuable resource for brands and marketers globally is acknowledged to be data. While the morality of collecting user data (i.e., third-party cookies) is universally changing, a company’s data compliance does not end with cookie consent.
Users may have more control over their data due to laws like the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR) in Europe, but brands must be ready to act quickly on data subject access requests (DSAR).
Planning for the evolving complexities of data compliance can seem daunting given the constantly changing compliance expectations and regulations.
The following three solutions help brands create a logical and flexible framework by cutting through the compliance clutter.
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Make compliance simple and clear
Given the complexity and technicality of compliance, it is not surprising that many businesses over-engineer their internal procedures and communication channels. Compliance affects more than just technical teams, though.
Before a DSAR enters the compliance team’s queue, it may come into contact with the sales, marketing, information technology, and many other departments. Furthermore, the size of internal teams working on solutions is frequently vastly outweighed by the potential scope of DSAR requests.
Regardless of technical proficiency, defining and agreeing on the compliance process promotes shared understanding across all departments. Establishing a clear vision and definition for your MarTech stack is essential. Make sure all the data pathways are clear by identifying the system endpoint connections and how internal technology interacts with external systems.
Also Read: Developing a MarTech Stack to Deliver a Holistic Customer Experience
It can be tempting to build out multiple data ingestion connections to satisfy different requirements when monitoring and controlling the DSAR request audit trail. Different technical requirements apply to system connections such as APIs or native connectors as well as third-party connections for activation channels. Brands can make sure everyone stays on the same page by taking the time to establish a one-way connection and communicate this process across departments.
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Use the appropriate toolset
It’s time to concentrate on using systems that are obviously in scope and to establish one for handling the majority of requests once a clear and straightforward compliance process has been established. Marketers are frantically revising their strategies to account for the loss of data as Google’s 2024 deadline for the deprecation of third-party cookie support draws near.
A third-party provider is frequently the best option for streamlining data requests because the system to handle dataset-specific requests should be tailored to the brand’s requirements. Utilizing tools, a strategic technical partner can create compliance workflows.
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Empower the decision-makers
Marketers need to be aware of the extra time and research required to integrate compliance into current workflows. When the decision-making hierarchy is unclear, bottlenecks may develop.
The best way to guarantee that the enterprise level decision-making process for various data requests is understood and facilitated is by forming a data governance team. These risk-averse teams frequently include cross-functional members from the legal, compliance, and IT departments.
Also Read: Strategies to ensure MarTech stack success
Data governance teams serve as the enterprise’s connectors, ensuring that the company stays in compliance with new data privacy laws. These teams educate users of all skill levels on the value of compliance as well as the time and effort needed to develop, construct, and put into practice technical solutions like DSARs.
Future of compliance
By introducing a different data transfer method, the EU-US Privacy Shield attempted to reach a compromise, but the agreement won’t be formally ratified by the EU until the end of the year. In light of this, CNIL rejects the standing agreement as a valid legal framework for directing American cloud services that handle data from Europeans.
Brands all over the world are in a difficult position as they try to decide on their marketing and compliance strategies for the upcoming year due to this legislative stalemate. This privacy legislation has bipartisan support and would have a significant federal impact on American consumer privacy, which has up until now been the province of the states. However, there is still a long way to go.
Many are worried about what this means for businesses that have just recently completed CCPA and CPRA compliance programs because new legislation may completely alter their privacy frameworks.
Data privacy is a significant issue. The growing level of interest will soon lead to widespread action that will affect businesses across all markets and levels in terms of compliance operations. Brands will be able to navigate compliance after cookies, as the result of a clear compliance process that makes use of strategic tools and consistently empowered decision-makers.
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