According to a new report published by customer retention specialist, Optimove, has found that more women had exercised the right to be forgotten under the European Union’s General Data Protection Regulation (GDPR) implemented last year.
The report found that 68 per cent of those who had opted out of data communications identified as female, while age also played a role – as players aged 39 and younger made up 67 per cent of those who asked to be forgotten.
The marketing specialist had found that GDPR has already “made quite an impact, particularly in increasing the value of first-party data and forcing marketers and operators to hone their personalisation skills.”
The regulation, implemented a little over a year ago, seeks to allow customers to opt-out of marketing communications as well as gain access to how their data is being used by a brand. Optimove has found that following the GDPR ruling, less than one per cent of the brands’ players had not utilised their right to request their data to be erased from a central communication base.
Of those players, 55 per cent had never made a deposit, and 33 per cent had not been active on the Optimove Customer Data platform within the last 90 days. Meanwhile 80 per cent of those who asked to be forgotten made deposits of 0-20 euros only.
Asaf Cohen, VP Revenue at Optimove, commented on the data: “In needing to be more careful about gaining consent and data, operators must refine their personalised marketing skills, improve the customer experience, and create value.
“In that sense, GDPR is causing CRM managers and marketers to work harder, but the result is better data, better actions, and a better overall experience.”
The same survey, however, has emphasised that 36 per cent of the population held much more trust in brands that are listed as GDPR compliant, with 57 per cent saying they are much more likely to buy from a website that that operates under the regulation.
Cohen continued: “Now more than ever, operators need to gain actionable insights from their data. While personalisation is the key to success, abusing personal data (or seemingly toeing the line) can result in distrust and alienation. But if players perceive value in their interaction with brands, they will continue to engage.”