Data Protection Marketing (Target Marketing)| GDPR Data Subject Rights

Data Protection Marketing (Target Marketing): The GDPR restricts “profiling” and sets significant GDPR data subject rights to avoid profiling-based decisions.

Advancements in technology have expedited methods for data controllers to gather, analyze, and process personal data for a variety of purposes, including drawing conclusions about data subjects and potentially taking action in response to those conclusions in data protection marketing such as target marketing or price differentiation. This is called "profiling."

Under Article 4(4), data processing may be characterized as “profiling” when it involves

  • automated processing of GDPR personal data and
  • using that personal data to evaluate certain personal aspects relating to a natural person. 

Specific examples include analyzing or predicting “aspects concerning that natural person's performance at work, economic situation, health, personal preferences, interests, reliability, behavior, location, or movements.”

"Profiling” requires some sort of an outcome or action resulting from the data processing, and is underscored by the GDPR data subject rights in which the data subject is informed about the “consequences” of profiling decisions

Articles 13 and 15 cover the GDPR data subject rights and addresses the information to be provided to data subject upon personal data collection and--upon the GDPR data subject's request--both require disclosure of “the existence of automated decision making including profiling” along with “the significance and the envisaged consequences of such processing for the data subject.”

When we analyzed Natuvion customer’s current processing times to meet these GDPR requirements that cover GDPR data subject rights, to produce such report (in a useful format for a data subject) on this data, across heterogeneous landscapes, it takes a minimum of two months, and sometimes much longer.  GDPR requires a response in one month.

This is where SAP Information Retrieval Framework helps.  Schedule your one-day GDPR workshop so the Natuvion team can share how hundreds of other SAP customers use free SAP tools to meet these GDPR reporting requirements.