Piwik PRO, provider of a proprietary privacy-friendly software that analyzes the customer journey on web and app, on the fifth anniversary of the entry into force of the EU General Data Protection Regulation (May 25, 2018), published the results of the second edition of research dedicated to the relationship between EU companies and GDPR in the report "Five years of GDPR: how EU companies reconcile compliance and effective marketing." The survey, conducted in April this year, involved 300 respondents including CEOs, COOs, CMOs, marketing managers, and senior marketing managers from medium- and large-sized companies and from 30 European countries.
The report attests to a growing awareness of the importance of privacy, with 90% of respondents believing that an individual's online privacy should be respected, a percentage that stood at around 70% in 2022. Evidence also supported by nearly 80 percent of respondents who consider laws such as GDPR to be necessary (up 4 percent from last year).
Moreover, according to the survey's findings, the coexistence of effective marketing and attention to compliance would not only be possible, but would also be a competitive advantage for the company: 3 out of 4 respondents (in the first edition of the report it was 52 percent) say that acting in line with privacy regulations has a positive impact on business. Still, data protection remains a challenge for most respondents(73.4 percent, up ten percentage points from 2022). Above all, it is the desire to increase consumer trust (65.7 percent, up 10 percent from the previous year) and act in line with brand values (54.3 percent, up 8 percent vs. 2022) that drives companies to adopt compliance solutions, while the percentage of those citing fear of a sanction as a motivation drops significantly (from 27.7 percent to 12.7 percent).
"By sharing important clarifications in key areas and the premise of better GDPR enforcement, the European Union is laying the foundation for a new approach to privacy protection that will reward organizations with higher standards," says Lisette Meij, Data Protection Officer at Piwik PRO ."Meeting basic requirements allows companies to focus on updates and optimizations, increasing competitive advantage and making privacy compliance a strength."
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