From rising consumer expectations to regulatory demands to mainstream advertising attention – data privacy is everywhere. It’s become an imperative for brands to build trust and maintain transparency in order to keep up. As organizations begin to place an emphasis on privacy, business leaders are seeking out innovative ways to keep up with the rising tide.
2022 Gartner® Hype Cycle™ for Privacy mentions innovative technologies that enable control over personal data, create transparency, and improve the customer experience. DataGrail is honored to be a recognized as a sample vendor in the Hype Cycle™ for Subject Rights Requests and Privacy Management Tools.
Read the Hype Cycle™ for an in-depth look at emerging trends and technologies in the privacy space.
Subject Rights Requests Gain Momentum
Subject rights requests (SRRs) give consumers the right to ask an organization to change their data or the ways in which it’s being used. Due to the growing number of consumers covered by consumer privacy legislation (e.g. GDPR, CCPA, PIPL), SRRs have become increasingly prominent. According to Gartner, “over three billion individuals (half the global economy) can exercise these rights freely.”
An organization’s failure to respond to subject rights requests within the mandated time frame can incur fines, erode trust, and negatively impact customer sentiment towards the company.
When building out a process to respond to SRRs, Gartner recommends developing a scalable and repeatable process, ensuring consumer transparency, identifying opportunities for automation, and establishing KPIs like the amount of time it takes to respond to a request or calculating the cost of responding to a request.
Manual Privacy Management Has Become Near Impossible
Privacy management tools “bring structure to privacy processes and workflows, enhance insight into data flows and governance maturity, and monitor and track the privacy program’s maturity progression.” These tools have become vital to running a privacy program, as mounting consumer expectations and rising regulatory demands continue to introduce additional complexity (with no sign of slowing down).
As the privacy space continues to evolve, the idea of maintaining trust and compliance manually has become nearly impossible. For an organization to keep up with constant changes and update internal processes accordingly would be a Sisyphean task.
When adopting a privacy management tool, Gartner recommends distilling your organization’s data strategy down to a common baseline according to relevant regulations, maintaining focus on overarching capabilities like PIAs (privacy impact assessments) and RoPAs (records of processing activities), and evolving alongside new business challenges.
Gartner, Hype Cycle for Privacy, 2022, Bernard Woo, Bart Willemsen, 2nd August 2022
Gartner does not endorse any vendor, product or service depicted in its research publications and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
Gartner and Hype Cycle are registered trademarks of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.