DATA


FOCUS FEATURE


‘While deleting what feel like potential customers from your list may feel counterintuitive, in reality it means you can have a better quality of engagement with people who actually want to hear from you’


debate filling column inches and airtime around the globe. It can loosely be broken down into two areas of potential


peril – data security, of which businesses can be the victim, and data misuse, which business can play the role of chief protagonist. To deal with security first, Ollie Piddubriwnyj, Managing


GDPR is Europe’s new framework for data protection laws


Director of award-winning brand and digital agency Fifteen, told Business Network: “The subjects of hacking and data breaches have been making headlines for the past couple of years. The world is changing fast. We’re living in a business landscape that is seeing huge rates of technological innovation – such as new smart devices and cloud computing – but these often represent new ways into a company’s network. The number of opportunities for criminals to access your data or your systems is increasing every day. “That means it could be a matter of time until you get


hacked, and the consequences are serious,” he argues. “Not only do you risk a big PR nightmare, but there are


real costs in financial terms, the loss of customer data, and the task in cleaning up afterwards, not to mention the risk of sensitive customer data being in the wrong hands. The future will be worse, as the Government looks to bring “last resort” penalties to companies that do not prove they’re taking steps to prevent attacks from happening.” The “last resort” that Ollie speaks of offers a neat segue


into the second overarching issue associated with the evolution of data within the business sphere – improper and negligent use. This is embodied in four letters that have the potential to


strike fear into many a business across Britain and beyond, a development that is a matter of weeks away from coming into effect – the General Data Protection Regulations or, more commonly known, GDPR. GDPR is Europe's new framework for data protection


laws. Since 1998 we have had the Data Protection Act 1998, which was enacted following the 1995 EU Data Protection Directive, but the new GDPR will become the law countries EU-wide will have to abide by. From May 2018 all data controllers must ensure personal


data is processed lawfully, transparently and for a specific purpose and, perhaps most importantly, once that purpose is fulfilled and the data is no longer required, it should be deleted. GDPR marries up the two factors discussed here – issues


surrounding data security and that of poor process and practices; clearly the two are not mutually exclusive. It was March 2017 that GDPR was first covered


substantially in this publication – warning against potentially serious ramifications of non-compliance, including substantial fines – not to mention the serious reputational damage that could ensue from being in breach of the new laws. Yet, perhaps surprisingly, this is where the narrative – at


least as far as this piece is concerned – starts to shift. It’s telling that, in his interview for this edition of


Business Network, Jamie Bourn, Director at full-service marketing agency Purpose Media, suggests that those that may fall foul of GDPR are those already collecting, handling and using data in an incorrect way. It’s a notion backed up by the aforementioned Bretton


Jones, who emphasises the need to consider not the four letters – GDPR – but three other pertinent letters: “Remember the three Ps – Permission, Preference and Privacy. Good business practice is the key to avoiding issues.” While GDPR undoubtedly creates challenges for


business network May 2018 55


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