#GDPR: What it Means for #GoogleAnalytics & #OnlineMarketing
The General Data Privacy Regulation (#GDPR) went into effect on 25 May 2018 and online marketers have been scrambling to ensure that their clients’ websites and #GoogleAnalytics efforts are in compliance with these the new standards. Since Google provides a large number of services to marketers, these the #GDPR changes have also brought about a change in the manner in which the Internet giant conducts business.
However, there is a lot of confusion and lack of clarity within the online digital community about exactly what’s the GDPR is and will be required to do in order to follow all the rules.
GDPR-What Is It?
GDPR is essentially an extremely broad reform that has given citizens that reside in #EEA (European Economic) and Switzerland regions, a greater amount of control over the manner in which their personal data is collected and used in the online space. There are a lot of new rules that have been introduced, and some of the most significant changes include:
- Organizations and companies are required to clearly state what information they are collecting, the manner in which it’s being collected, what it will be used for and whether it will be shared with anyone.
- They are permitted to collect information only which is directly relevant for the intended use.
- If the company that collects information decides at a later point to use it for some other purpose, they are required to gain permission from every individual again.
- These new changes that also spell out the manner in which information needs to be provided to consumers. It is no longer permissible for this information to be hidden within lengthy privacy policies that are choc-a-bloc with legal jargon.
- Consumers have the right to see the information that companies are collecting about them. If the information is incorrect, they can request that it be corrected.
- Consumers can also revoke permission for all their information to be saved, in case they choose to switch to another service. The existing company is obligated to export the data to the new service provider.
- Once a person’s information has been assimilated, but there are certain requirements in how the information can be stored and protected by. In case of any data breach, consumers are required to be notified within a matter of 72 hours.
Changes to #GoogleAnalytics
These are just a few of the important changes that have been brought in by the GDPR. Online marketers that use Google Analytics, now have to make changes in their clients account to ensure that it is set up to meet all the new GDPR requirements.
Google has rolled out new features that allow marketers the functionality to delete information of an individual user as requested.
New data retention settings have been introduced, that gives marketers control over the duration for which the data is stored.
The best way for marketers to ensure that the analytics processes they’re using are in compliance with GDPR is to start with ensuring the data they are collecting from consumers is relevant to the intended online marketing purpose.
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