In 2021, CMOs in Europe could work more towards collecting zero-party data

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 20, 2020, 6:04 AM UTC

Europe is expected to maintain a “clear commitment to data protection” in 2021.

This article shares trends regarding data protection in the EU for 2021 that businesses must be aware of. The author informs that as part of enforcing existing rules under regulatory activity, the European Parliament could finalise a new EU AI regulation draft.

To respond to this, companies could document their efforts as they shape their AI ethical approaches. With UK not yet having secured a data protection adequacy status amidst Brexit negotiations, “companies with infrastructure located physically in the UK for storing and/or processing personal data of EU citizens must quickly work on a new strategy.”

Forrester predicts that CMOs in 2021 will focus on improving their capabilities to collect zero-party data. This would require strategic revisions being made to their ecosystem.

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