Personal data identifies, relates to, describes, or can reasonably be linked to an individual. In marketing, it enables personalized experiences but creates responsibilities around consent, re-identification, privacy, and security. section 2.3.1
Treat personal data as a governance concern across connected business activities:
- Customer profile attributes can include geographic, demographic, and psychographic information. section 2.3.1
- Interaction, transactional, session, and fulfillment records may connect marketing activity with identifiable customers. section 2.3.1
- Even data that does not typically contain PII can indirectly reflect audience demographics or interests. section 2.3.1
- Apply privacy and security measures at intake and throughout subsequent processing, especially when combining sources. section 2.3.1
Personalization with linked records
A fitness app can use a user’s location, age, and fitness goals to tailor recommendations; the same linkage requires appropriate consent and protection against re-identification. section 2.3.1
