DATA CLEANSING & GDPR
Verifying your contact data isn’t just for boosting your campaign’s ROI. It’s also an essential business practice to ensure you remain compliant with the General Data Protection Regulation (GDPR).
GDPR is well known for its principles of data protection and privacy but not widely promoted is that it also covers data accuracy. Specifically, Article 5(1) of GDPR states that the personal data your organisation holds shall be “accurate” and “kept up to date“. Furthermore that “every reasonable step must be taken to ensure that personal data that are inaccurate, having regard to the purposes for which they are processed, are erased or rectified without delay (‘accuracy’).”
An organisation cannot consistently achieve 100% accuracy with the personal data it holds, however, you must be able to demonstrate for GDPR purposes that you have at least done your best to reach 100% accuracy!