According to the new Forrester report, modern marketing tactics like cross-device stitching and location-based mobile advertising create new privacy risks, forcing businesses to be more conscientious of customer privacy and security constraints. “Privacy is still an afterthought in most marketing organizations. In large part, that’s because marketers don’t understand their new responsibilities and don’t know where to turn for help. Internal resources — like legal or security and risk teams — are still often stuck in compliance and risk-mitigation mode because they don’t understand the business drivers behind new marketing tactics,” as outlined by the report authors.
The Forrester report states marketers need guidance to make sense of their new privacy responsibilities and outlines six service offerings, to help marketers create processes and best practices. Collibra is referenced as a firm that can help with governance and policy management.
“Most organizations understand, at least in theory, the importance, scope and stake involved in assuming full responsibility for the protection of their customers’ personal data. However, many still struggle with where to start to meet this privacy imperative,” said Felix Van de Maele, Collibra co-founder and Chief Executive Officer. “The Collibra platform provides a solution for managing and defining enterprise-wide policies, business rules, and data assets to provide the necessary level of data protection and quality to help organizations become GDPR compliant and support broader data privacy initiatives.”
As stated in the report, “Effective management of data governance policies reduces the likelihood of breaches and noncompliant treatment of data. The GDPR will require marketers to ensure proper treatment of European citizen data internally and by any agency or technology partners acting on their European customers’ data. Working with their enterprise architecture colleagues, marketers should map customer data flows to ensure that compliant practices are codified into marketing policies.”
The capabilities outlined by Forrester, and more, are available as part of the Collibra Data Governance Center 5.3. Forrester previously named Collibra a leader in The Forrester Wave™: Data Governance Stewardship And Discovery Providers, Q2 2017.
*The Capabilities Marketers Need To Build A Strategic Privacy Function (by Fatemeh Khatibloo and Alexander Spiliotes) was published on February 5, 2018.
As the leader in data governance and catalog software, Collibra helps organizations across the world gain competitive advantage by maximizing the value of their data across the enterprise. Collibra is the only solution purpose-built to address the gamut of data stewardship, governance, and management needs of the most complex, data-intensive industries. Our flexible and configurable cloud-based or on-premises solution puts people and processes first – automating data governance and management to quickly and securely deliver trusted data to the business users who need it. Learn more at www.collibra.com.