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GDPR Principle: EU citizens’ personal data should be processed in a “fair and transparent manner”.

CCPA Rule: California residents can opt out of data processing (ie sale of data)

Explanation: Each EU citizen has explicit data rights.

If your processes for personal data collection and management respect these rights, you will have provided for “fair and transparent” processing under the GDPR.

The CCPA grants CA consumers the right to prohibit companies from selling their data where selling includes “disclosing, disseminating, making available, transferring,” and more

How Treasure Data can help: Treasure Data enterprise CDP is typically used as a central repository for customer and prospect data. Our customers collect this data from different sources enabling their marketers to analyze it for segmentation and activation (i.e. advertising and mail campaigns).

With our current integrations to most marketing and CRM systems, we can help:

• Extract all personal data from their source and keep them in raw format
• Document the sources for all your data
• Easily export personal data for further analysis or access
• Report on export jobs that send personal data to external systems

GDPR Principle: You need a lawful and legitimate reason to collect an EU citizen’s data, you must make that reason clear to data subjects and get explicit and affirmative consent.

Explanation: Some reasons are automatically considered “legitimate” under the law, such as the fulfillment of a contract or legal obligation, but if you can prove explicit consent you will have a lawful reason to keep and use an EU citizen’s personal data until they exercise their right to be forgotten or erased.

Note: Consent must given by a “positive” opt-in and be explicit with all information about personal data use and processing (i.e. promotional offers) provided clearly at the time of consent.

If your processes for personal data collection and management respect these rights, you will have provided for “fair and transparent” processing of their data.

How Treasure Data can help: Our CDP can integrate with other third-party consent management systems for the consent preferences of your EU customers and prospects. Treasure Data provides the core capabilities to easily model those preferences for an accurate accounting of which records to process and for what purpose.

When EU customers and prospects opt-out of marketing programs, you can use Treasure Data to filter these people from “processing” and keep them out of your profiles and segments for activation.

Before May 25th, we will have a specific feature that will allow you to block personal data collection through our mobile and javascript SDKs.

We are also working with leading consent and preference management vendors to integrate their solutions with Treasure Data. This effort is ongoing.

GDPR Principle: Personal data on a EU citizen should be accurate and kept up to date.

Explanation: An EU citizen has the right to access and rectification. This means they can request to see their data (kept by you) and correct it when it’s incomplete or inaccurate.This is to ensure that their data is “fit for purpose” based on their original consent. To comply, these requests need to be fulfilled within a month.

How Treasure Data can help: Treasure Data allows you to update or delete customer attributes, so any inaccurate personal data can be corrected before and after customer profiles are built and segmented. Our pre-built integrations can push those updates and deletions to other systems (i.e. SaaS marketing solutions) for a consistent record of personal data across your company. As our software partners begin to support GDPR-specific features, we will be evaluating and adopting their endpoints in our standard integrations to maintain consistency of all the personal data records you keep. This development is currently ongoing.

GDPR Principle: EU citizens’ personal data must be kept for no longer than the time needed for the legitimate business purposes you disclosed at the time of consent.

Explanation: The personal data collected should only be used for its intended purpose, so personal data should only be kept for the time it takes you to use it. This means that you should have ways to archive or delete an EU citizen’s data when you are finished with it or when they ask you to forget them. (See What is a “data subject” under the GDPR and what’s my responsibility).

How Treasure Data can help: While CDPs typically, store and manage personally identifiable data on customers and prospects, Treasure Data also manages anonymous data from web visits and Data Management Platforms (DMPs). When data is no longer needed for the purposes for which you have consent, needs to be archived, you can choose to anonymize that data within our platform or to delete records completely. Treasure Data is a cost-effective way to keep and protect customer data for the long-term, so proof of compliance can be provided with ease at any time. Our underlying data platform also supports automated data retention and purging based on age.

GDPR Principle: Keep any EU citizen’s personal data secure and protected from data breaches, unlawful use, accidental loss or destruction.

Explanation: This is probably self-explanatory, however its intent expands beyond the security of your database. It is also meant to provide protection of personal data processed by a third- party organization and handled by your own employees.

How Treasure Data can help: Treasure Data has a strong security foundation. We built Treasure Data for trust. We’re compliant with EU-U.S. and Swiss-U.S. Privacy Shield Frameworks and protect personal information transferred from the EU and Switzerland to the U.S.

With 50% of our global CDP customer base storing personally identifiable information on our platform we’ve invested heavily in industry standards that also include:

• ISO/IEC27001 certification
• SOC 2 Type 2 audit