How marketers across industries are learning compliance lessons from banking and healthcare
By understanding how healthcare and banking marketers have managed to control personal information and remain compliant regarding personal data while still developing strong advertising campaigns, marketers are adapting tactics from those sectors across industries.
Healthcare marketers are achieving data compliance by anonymizing data and collecting less
As data becomes more valuable, marketers look to the strictest sectors for best practices and compliance examples to protect user data and privacy. For instance, in healthcare, personal information must be carefully shielded.
“Marketers can learn from HIPAA on being extra cautious when working with sensitive information, such as PII,” said Mateusz Krempa, Chief Operating Officer at Piwik PRO. “Data should be anonymized or aggregated to reduce the risk of re-identification. Technology partners should have strong privacy practices in place and comply with regulations. In all cases, an organization must remain the sole owner of the data collected without any third parties having the ability to access it or even use it for its own gain.”
Establishing privacy-friendly analytics consists of setting up methods for collecting, measuring and analyzing data in a way that respects the privacy of individuals and also delivers relevant insights. This includes ensuring that people maintain control over their data, that what’s collected and how it’ll be used is clear, that a privacy-by-design mentality is at work and that data security is in place.
For example, with healthcare, there’s a checklist to help ensure analytics vendors are HIPAA compliant, saving marketers time and allowing them to understand their obligations better.
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