Interesting piece of research. Only 17.8% of those surveyed have started the process of repermissioning individuals whose personal information they hold without the appropriate compliance and nearly half don't if they will do this or haven't started.
What happens to your existing, non-compliant data? Customer data that has not been captured with a process or privacy statement that complies with the GDPR doesn’t necessarily have to be discarded – your organisation can contact those individuals again to request appropriate consent, thereby repermissioning customer data for marketing purposes. Repermissioning needs to start sooner rather than later, and we’re pleased to see nearly one in five companies have already started the process. However, remarkably, nearly half of all marketers (48%) either have no plans or do not know whether they will seek fresh permission from their customers.