Hello, Marketing Nation! Welcome to the fifth post of "Tuesday Tech Bytes 2024 Edition.". Today, we're diving into the world of
Data Retention Regulations, Compliance, and Automating Compliance with Workflows in Marketo by our very own Balkar Singh Rao and reviewed by the rest of the Tech Bytes Team! Use these to supercharge your marketing efforts with Adobe Marketo Engage.
Compliance requires organizations to handle data responsibly, often requiring the deletion of data after a specific period unless certain conditions are met.
Data Retention Regulations
Regulations such as GDPR and CCPA emphasize data retention, necessitating the deletion of data after certain periods unless specific conditions apply. This ensures that organizations do not retain personal data longer than necessary.
Examples (Illustrative only) of Data Retention
- Customer data for commercial purposes can be retained for three years post the end of the commercial relationship.
- Prospective customer data can be kept for three years from collection or the last contact.
Challenges of Manual Follow Ups
Manual Processes - Traditional data retention methods involve manual audits and follow-ups, which can be time-consuming and prone to human error. The traditional methods often require collaboration with multiple teams to ensure compliance, adding to the complexity. While a workflow is no way a replacement of collaboration, it surely helps to delegate some legwork.
Automating Compliance with Workflows
Certain compliance provisions can be implemented into Marketo to automate the data deletion process.
- Defining Identifiers: Use specific filters or triggers, such as the "Person is created" trigger, to automate data deletion three years after creation.
- Creating a Self-Operating Workflow: Set up workflows that automatically comply with retention provisions, utilizing fields like "Purge Date."
- Dynamic Date Calculation: Calculate and update the "Purge Date" based on activities and conditions, allowing flexibility in data management.
- Consent Management: Send consent emails before the due date for deletion approaches, allowing customers to extend data retention if desired.
Workflow Customization: Adjust workflows based on business needs, such as retaining data for interested prospects or customers who have given consent.
Building an Always-On Compliance System
Date Calculation Techniques - Use system tokens and date calculations to create recurring campaigns that manage data efficiently. Calculation of date fields is an interesting way to manage certain use cases. With a combination of some recurring smart campaigns, it can help to build an always-on system for these use cases of reminders, stamping certain date information.
Smart Campaigns - Design campaigns with criteria to qualify individuals, update dates, and incorporate adjustments for comprehensive workflows.
Automating data retention workflows can be an effective method for compliance with regulations like GDPR, CCPA and more. By implementing dynamic solutions such as the "Purge Date" strategy, we can efficiently manage data-deletion while ensuring compliance. The key lies in understanding the provisions, setting up robust workflows, and continuously testing and monitoring these systems for optimal performance.
PS - This is not legal advice. The examples are indicative and do not represent actual details of the regulations.
Stay tuned for more Marketo insights next Tuesday as we continue to explore the intricacies of successful marketing operations.
Until next time, keep marketing smart, Marketing Nation!
Thank you very much for your time!
Your Tuesday Tech Bytes 2024 Team,
Balkar Singh Rao, Ajay Sarpal, Amit Jain, and Darshil Shah
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