Con el fin de sensibilizar a las empresas que operan en la Unión Europea sobre las obligaciones del nuevo Reglamento General de Protección de Datos, la plataforma de emailing Mailjet ha llevado a cabo una encuesta internacional para evaluar el nivel de cumplimiento con las principales obligaciones de este reglamento, que será aplicable a partir del próximo 25 de mayo de 2018.
De entre las empresas españolas consultadas, repartidas por todo el territorio y pertenecientes a diferentes sectores, el balance es bastante preocupante. La calificación media de conformidad obtenida por estas compañías es de 4,7 sobre 10; un dato ligeramente superior a la nota media global, de 4,1/10.
Preparadas para recopilar datos, pero no para protegerlos
A pesar del bajo nivel de cumplimiento con el RGPD, 90% de las empresas españolas que operan en la Unión Europea contestaron que recopilan datos personales de sus clientes de forma habitual. Esta cifra muestra muy poca variación entre diferentes sectores, lo que evidencia que la recopilación de datos personales debe ser una de las preocupaciones principales de las empresas, independientemente del campo de actividad.
Sin embargo, solo el 22% de las empresas utiliza tecnologías de encriptación para proteger correctamente estos datos y apenas un 36% dice disponer de sistemas de alerta para avisar de una posible intrusión en sus sistemas que ponga en peligro estos datos, porcentajes similares a los obtenidos en otros países donde se realizó la encuesta.
El comienzo de una nueva era para el growth hacking
Hasta ahora, prácticas como la recopilación de direcciones de correo electrónico en LinkedIn, o la suscripción automática a una newsletter para los contactos que se hubieran descargado una guía o un libro blanco gratuito eran técnicas habituales en disciplinas de marketing como el growth hacking.
A partir de ahora, sin embargo, estas prácticas deberán ser abandonadas. Con la llegada del nuevo Reglamento General de Protección de Datos toda empresa que tenga clientes en la Unión Europea deberá obtener el consentimiento previo de cada uno de los destinatarios antes de recopilar su información personal. Otro punto en el que parece que la mayoría de las empresas españolas aún suspenden: los resultados revelan que solo el 44% de los encuestados pidió sistemáticamente permiso a sus clientes antes de ponerse en contacto con ellos. Más preocupante aún resulta que tan solo el 13% de los encuestados dice permitir fácilmente a los clientes la retirada del consentimiento para evitar seguir siendo contactados, un dato muy inferior a la media global.
La encuesta fue realizada por 136 empresas españolas durante los meses de enero a marzo, a través de la página: https://www.ultimategdprquiz.com/. Los resultados internacionales corresponden a la encuesta realizada en la misma página a un total de 3038 empresas internacionales, provenientes mayoritariamente de Estados Unidos, Reino Unido, Francia y Alemania.
Fuente: http://www.ciospain.es
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