Third-party data has suffered from bad press, especially with well-publicised cases in the charity sector. There are very real concerns about accuracy and the potential risk it poses to brand reputation. However third-party data is a proven asset to marketing strategies, providing among other strengths, invaluable audience profiles and consumer segments which can significantly enhance campaign performance. How can you ensure third-party data is fit for your use and won’t get you into trouble?
The information provided and the opinions expressed in this document represent the views of the Data Protection Network. They do not constitute legal advice and cannot be construed as offering comprehensive guidance on the EU General Data Protection Regulation (GDPR) or other statutory measures referred to.