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How to Clean Up Your Marketing Stack, Pre-GDPR
In its most simple form, marketing is the promotion of a product. While this has never fundamentally changed, the way in which the promotion process takes place adapts and evolves constantly. A large part of this is utilising platforms, tag-management systems, and data-management software to help plan and execute a meticulous strategy. When combined, these come together to form a marketing stack. With GDPR edging closer to its compliance enforcement date of 25 May, it is important for marketers to look not only internally at their own procedures and handling of personal data, but to also critically analyse their marketing technology stack with GDPR in mind, writes Ian Woolley (pictured below), chief revenue officer, Ensighten. According to Gartner, 2017 was the year CMOs were set to overtake CIOs in terms of technology spend, indicating that the marketing department is going through intense digital transition. With the mass adoption of digital performance marketing, data has been positioned as the vital resource used by marketers and their martech stacks. GDPR brings the proposition of higher value data and increased transparency between organisations and their customers, but only if the necessary attention is given to compliance, consent, and transparency. Ensuring your marketing stack is GDPR-compliant should be a critical mission right now.
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