Page 8 - AeM_July_2019

RESEARCH, ANALYSIS & TRENDS

Seamless data quality helps enterprises

meet standards of GDPR and increasingly

stringent privacy laws worldwide

Melissa, a leading provider of global contact data quality Rulings such as the California Consumer Privacy Act
and identity verification solutions, announced Privacy (CCPA) emulate this role in the continental U.S., going
Flag, a seamless new feature in its comprehensive into effect January 2020 with other U.S. states
Global Email Verification suite designed to verify email anticipated to follow.
addresses and improve overall email deliverability.
Globally, additional countries are also following suit in
Since 1985, Melissa is specialized in global intelligence making privacy a priority. India is gearing up for new
solutions to help organizations unlock accurate data for data protection laws, with its Personal Data Protection
a more compelling customer view. More than 10,000 Bill (PDPB) currently in draft mode, just as Singapore is
clients worldwide in arenas such as retail, education, promoting consumer rights in pending legislative
healthcare, insurance, finance, and government, rely on changes to its Personal Data Protection Act (PPDA). In
Melissa for full spectrum data quality and ID verification South America, Brazil has initiated its own General
software so far, including data matching, validation, and Data Privacy Law which closely resembles GDPR.
enhancement services to gain critical insight and drive
meaningful customer relationships. “These laws require a level of preparedness that many
enterprises have yet to understand, let alone
Privacy Flag draws attention to customer emails that are incorporate into business operations. And while various
more likely to require additional controls to remain new laws may initially seem regional, they apply to any
compliant with regulations such as the European Union’s company with a worldwide customer base,” said
General Data Protection Regulation (GDPR). Çağdaş Gandar, Managing Director Europe, Melissa.
“The key takeaway here is that handling, storing, and
A simple but powerful tool, Privacy Flag scans top level using customer data requires more attention than ever
domains or countries that may be sensitive to increased before — and seamless data quality plays a critical role
privacy restrictions. Email addresses are flagged for in success. In addition to overall operations such as
caution, for example those with a top level domain of keeping customer data standardized, verified, and
‘.de.’ deduplicated, tools such as Privacy Flag add value to
the compliance toolkit, helping businesses recognize
Enterprises benefit from these additional cautions as and focus on managing risk globally.”
privacy legislation continues to advance worldwide,
influenced heavily by the European Union’s leadership Click here to access a free trial of Melissa’s Global
role. Email Verification suite including Privacy Flag
features. ◊

By MediaBUZZ
8 July 2019 - Multichannel Marketing, Mobile & Video Marketing