Understand My Customers Better

Key Business Considerations

The cost of increasing revenues from existing customers is only a fraction of the cost of generating equivalent revenues from new customers. Data that provides insights into who your current customers are, what they like to do, where they come from, or where they want to go, helps to develop more effective cross-sell, up-sell and “next best action” offerings. In addition, insights gained from analysing current customers help you to identify common interests and characteristics to enable more effective outreach to new customers.

The more accurate available data is, the higher the return on investment from laser-focused marketing and sales campaigns for customers. For example, a two-year study of 50,000 hotels by the Centre for Hospitality Research showed a 49% increase in the frequency of stays and a 57% rise in revenues generated by loyalty programs.

Key Legal Considerations

When using personal customer data to gain customer insights or provide more-effective marketing and advertising campaigns, there are some issues that many organisations are dealing with:

• While your customers may give consent for the initial collection and processing of data, you may want to process this data further to maximise its value.
• Using analytics and AI to analyse customer data to gain new insights goes beyond what customers are capable of consenting to at the time of initial data collection because these processes are too complex to describe with specificity.

This means that you need to rely on another legal ground to process this data: Legitimate Interests processing. Legitimate Interests processing provides benefits for data controllers wanting to lawfully use data for secondary processing and repurposing.

However, for Legitimate Interests processing to satisfy legal requirements, you must show that you are using “appropriate safeguards” that reduce the risk of data misuse, such as GDPR-compliant Pseudonymisation.

Anonos Pseudonymisation Technology

The problem is that until now, no data protection technologies were capable of supporting Legitimate Interests processing, by reconciling the conflict between data protection and utility when processing the personal data of customers to maximise lawful data value.

For example, conventional data protection technologies that support anonymisation, encryption, static token allocation, and differential privacy:

• Significantly degrade the utility of data, distorting the accuracy and predictability of the insights you need;
• Fail to deliver effective protection against unauthorised re-identification; and
• Limit the further use of valuable data for non-primary purposes.

Click here to learn what other global companies have proven – that it is possible to retain up to 100% of the accuracy of analytical value when processing datasets protected using patented Anonos Variant Twins®.

Anonos state-of-the-art Pseudonymisation technology is superior to other data protection techniques because it helps enable lawful repurposing, distributed secondary processing and data sharing while delivering data utility equivalent to processing unprotected cleartext versions of personal data.