Recent changes to data protection compliance requirements have put the way that many CRMs function in the spotlight. The EU General Data Protection Regulation (GDPR) came into force in May 2018 and brought with it new requirements for the handling of personal data. Penalties for non-compliance with this new regulation could potentially be severe and so reevaluation of whether a CRM is compliant or not is essential. There are a number of key issues that may point to the necessity of a CRM overhaul.
Attacks on data are becoming increasingly common for businesses of all sizes, even SMEs. In the first half of 2017 alone more than 28 million data records were lost to hackers in the UK. Government figures revealed that last year around half of UK businesses identified at least one cyber security breach or attack in the last 12 months. A CRM is a data goldmine, one that has huge benefits for businesses when it comes to optimising vast amounts of data – which can also make it a target for hackers.
Generating a return on marketing investment can be difficult to do. Many businesses today fall short on at least one key aspect when it comes to achieving optimum digital marketing results. The combination of technology, data and models provides a sound structure for effective marketing but if just one of these elements is missing then goals can be difficult to achieve. So, how do these three essential elements work together to create truly effective marketing outcomes?