Kantar's Profiles Blog

The biggest misconception since the launch of GDPR is the belief the European legislation, published in May 2018, changed the landscape of privacy and security. However, what it actually did was set more stringent checks on the preexisting legal processes and privacy compliance, as well as increase the level of accountability through heftier penalty charges for those noncompliant.

So, how do we manage data and connect data sources safely without fear of handling the personal data of our customers and respondents in a careless manner?

We should start by stating the obvious concept of anonymisation.

Survey respondents have a digital life outside their online panel community; a life as a consumer, an influencer and a potential buyer. But technology is evolving, and so is digital usage. Consumers are leaving a bigger digital fingerprint that increases exponentially by the minute, if not by the second. It expands by source, by type and by size. It is creating an ocean sized pool of third party data, which we are still learning how to best utilize in our data collection and analysis.

In our Marketing Data Integration series, we first touched upon how to get the best data output from your survey questions, now we will look at integrating third party data. How can we access this data pool? How do we link survey data to it for a holistic, enriched view of our customers and non-customers? Let’s explore…