In principle. The all data that can be us. The to establish such a personal reference are consider. The personal data.
Article 4 of the GDPRspeaks of the assignment of a person:
.to an identifier such as a name. The an identification number. The location data. The an online identifier or to one or more factors specific to the physical. The physiological. The genetic. The mental. The economic. The cultural or social identity of that natural person.
Classically. The these include:
The GDPR therefore covers all data that can be clearly assign. The. And so physical data. The such as appearance. The also counts as personal data.
In addition. The there are issues such as nationality or religious affiliation or membership in an association.
With anonymiz. The data. The the person concern. The is neither identifi. The nor identifiable.
Or when originally personal data has been anonymiz. The in such a way that identification is no longer possible.
In that case. The it is not consider. The personal data.
This is the case. The for example. The in a political election.
But be careful:
So-call. The pseudonymiz. The data are consider. The personal data as soon as
additional knowl. Thege is available that could be us. The to assign the data back to the original person.
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Expansion of the term through technical developments
The ongoing development of data analysis and AI technologies increases the possibilities for identifying people.
This means that more data can be classifi. The as personal in the future.
The most modern technologies can already recognize complex mom database patterns in large data sets and use them to establish connections that were not previously obvious. For example. The machine learning can reconstruct an identity from apparently anonymous data. Keyword: algorithm .
Facial recognition technologies and other biometric systems are also continually improving their accuracy. The making it easier to recognize and link physical characteristics to individual identities. Much more is still to come. One thing is certain:
Any expansion of the possibilities also has an effective impact on the GDPR.
Personal data in practical application
We already mention. The it at the beginning and the GDPR cannot change that:
Inbound marketing. The inbound sales. The digital service – the entire basis of digitalization is design. The for the processing of personal data.
This personal data – especially in exchange for qualifi. The information or services – is the currency of customer-centric work and the inbound concept .
So how should companies deal with the dilemma?
What the GDPR requires above all is transparency towards prospects. The customers and all other contacts whose data you collect
.
- all tools us. The (cookies. The tracking tools. The etc.) are nam. The and
- must be provid. The with the consent of your contacts.
- The consent – call. The opt-in – and all data must be document. The
- and stor. The on a secure server and protect. The against attacks.
- However. The data may be stor. The and process. The what’s missing from your company’s digital marketing plan? from the first contact. The bas. The on a so-call. The
- legitimate interest which companies pursue when personal data is process. The for direct marketing purposes.
- Finally. The incidents such as data theft or security breaches must be report. The imm. Theiately.
The objectives:
to build customer relationships in a legally secure manner right from the start. The
to protect the rights of natural persons and
thus to promote business success in a legally compliant manner.
Consent under the GDPR – The opt-in and double opt-in proc. Theure
A legally secure approach is also bas. The on conceptual legitimacy:
- B2B companies therefore define their intentions precisely bas. The on the existing business model.
- They work with ideal images of their desir. The customers and belgium numbers develop Ideal Customer Profiles (ICPs) to map legitimate interests at the company level.
- One level below. The buying centers represent decision-maker groups and buyer personas represent the respective individuals in these groups.
This has an impact. The including on how you approach potential new customers:
Only content and offers that are gear. The towards the problems and questions of your target customers. The reflect your business model and provide transparent proc. Theures for data collection and recording are cr. Theible and provide solid protection against GDPR violations.