Marketing Automation systems hold all your customer and prospect data in 1 place, often in a secure cloud environment.
If not built in, your Marketing Automation solution will be connected to your social media, website, CRM and internal systems. Therefore Marketing Automation tracks your prospects and customers journey from first contact to latest purchase.
Segmentation by status, lists, personas and campaigns provides legitimacy and purpose for the data you hold
Details are kept on how and when records are created and full tracking through your CRM and media channels means you have a timeline of interactions of each individual and can determine your last engagement.
You can setup automated task through forms embedded on your website to provide a mechanism for customers and prospects to request details on the data you hold. This data is easily exported and sent to the individual. A similar form can be used to request changes to data. Removal from lists, or amendments to data is easy within a Marketing Automation system and once completed automated tasks can confirm the changes back to the individual.
Marketing Automation allows engagement scores to decay over time. It will be possible to run tasks to automatically removal of prospects from marketing lists after a set period of non-engagement, with complete anonymisation of data after a further latency period.
As Marketing Automation solutions used best practice email marketing and communications, auto unsubscribe is built in.
Finally with our preferred Marketing Automation supplier, erasure of personal data will be a simple process. Rather than delete the record, it will be anonymised, so although the personal data is erased, the transactional history is maintained to keep business reporting integrity.