Trends for 2018: Brands won’t be able to do with data what they can’t explain to customers

How big a deal will 2018’s new General Data Protection Regulation (GDPR) be for marketers? The true answer is that no one knows.
If you haven’t yet heard the dire warnings that you could forfeit €20m or 4% of global turnover for breaking the new law, you probably deserve to be fined – awareness should no longer be an issue for brands.
The questions hanging over marketers as the May deadline for compliance approaches are: how proactive have their preparations been, are thei