by Tommy Kearns, CEO & Co-founder, Xtremepush Ltd

With the May deadline fast approaching, many companies and organisations are reviewing the new EU General Data Protection Regulation (GDPR) legislation, working to understand what GDPR will mean for them as data controllers and data processors.

GDPR will have a significant impact in protecting the data and digital footprint of users of apps and other digital platforms, but what does it mean for business?

Essentially, personal data must be protected in a manner that ensures appropriate security of the data, protecting against unlawful processing and accidental loss or damage, with appropriate technical and operational measures in place.

Businesses need to be aware of the key principles in the legislation and if and how they comply. 

While the introduction of the EU’s GDPR could be seen as a logistical nightmare for some, tech entrepreneur and CEO of Xtremepush, Tommy Kearns, says GDPR is actually a welcome legislation that will introduce efficiencies and opportunity. 

“GDPR aims to improve data protection for individuals across Europe by reforming how organisations capture, process, and utilise data they hold in relation to their customers or contacts.  It will ensure consistency across all organisations, businesses and service providers, with the rules clearly laid out,” according to Kearns.

The new legislation will ensure companies take a customer centric approach to data considerations, specifically how they collect and store data, enable customers to opt-in and opt-out of databases, and how they communicate with customers and potential customers, the Xtremepush CEO explains.

“It is essential for companies to review and analyse any current forms that request data, including web and app engagement, to ensure the language is transparent and covers all intentions of data”, Kearns says.

Those using digital communication need to check their current data and identify the email addresses or numbers for text messaging that fall within the EU.  A new opt-in campaign must be issued to existing EU contacts to confirm their permission is the advice.

Marketing Opportunity

While this type of data analysis does involve a significant workload, GDPR can actually be viewed as a great opportunity, when it comes to marketing and targeting of relevant contacts, Tommy Kearns of Xtremepush says.

“By cleansing your data and focusing on the correct groups in the correct way, you'll be targeting amenable people, most likely to convert into sales or business leads.  Those opting-in to continued communication are open to your business or organisation, and those unlikely to engage are cleared off the system”, he explains.  

According to a recent survey by the organisers of Dublin Data Sec 2018, the majority of organisations in Ireland won’t be compliant with the EU regulation.  80% of businesses and organisations were aware of GDPR requirements, but only 48% said they expect to be compliant by 25 May 2018.

And for those who have overhauled their data, security and communications, it is also key to sustain compliance, with systems in place to ensure ongoing data protection.

“When businesses do reach compliance level, it will be important not to take their eye off the ball, as checks will be on-going and the relevant authorities will be seen to enforce the regulation”, Tommy Kearns says.

If a company is found to be in breach of GDPR, it is liable for a fine of up to 4% of global annual turnover, or €20m, whichever is the greater amount.

With data protection and management becoming all the more significant in our digital times, a solution for many SMEs is to centralise their digital marketing communications with an expert service provider.

Xtremepush is a multi-channel digital marketing business that manages personalised email messaging, web and app push notifications, pop-ups and other commercial contacts on digital devices.  The Dublin company stores and manages clients’ data for multi-channel campaigns all in one place, in a way that is fully GDPR compliant.

Tommy Kearns, CEO & Co-founder, Xtremepush Ltd.

Before establishing Xtremepush in 2014, Tommy Kearns worked in the value-added services side of mobile technology for 17 years, from the early days of digital marketing and mobile app development. 

He is an experienced technical and commercial leader with expertise working in mobile marketing and the mobile app space across Ireland, the UK, Latin America and the US.