Customer information can offer invaluable insights into trends, behavior and spending which can lead to more targeted marketing, better consumer offers and even new and more practical products. However, using and storing personal information can also be a big risk to organizations if not handled properly. With this in mind, European countries have developed a plethora
of data protection rules, encompassing both data privacy and data security, to combat the use of personal data without an individual’s direct consent or other lawful justification.