6 processing purposes
Processing Purposes
A processing purpose is a stated reason a person's data is processed. A lawful ground is always a ground for a purpose, so the same person, the same data and the same ground do not carry from one purpose to another. It is not a campaign's objective.
What you can do with a processing purpose
Its processing purposes— 6
- Direct MarketingSending a person promotional material addressed to them individually.
- Targeted AdvertisingSelecting which promotional material a person is shown on the basis of what is known about them.
- PersonalisationAdapting content, offers or the experience itself to what is known about a person.
- Service Usage AnalyticsMeasuring how a service is used, in order to understand or improve it.
- Customer Relationship ManagementMaintaining and servicing a relationship a person has already entered.
- Communication ManagementCarrying and administering the messages between a person and an organisation, as distinct from promoting anything to them.
Why it matters
What goes wrong without it, as the commitments that license this kind say it, each standing on its sources.
- Keep audience eligibility, preference and permission basis distinctThese answer three different questions — can this person be reached, how do they want to be reached, and are we permitted to reach them — and collapsing them is how an organisation comes to treat membership of a segment as a consent. Eligibility is an addressing fact, preference is a stated choice, and a permission basis is a condition with a purpose and a jurisdiction. Only the last has anything to say about whether an activation is allowed.
Regulation (EU) 2016/679, Article 6 · Audience Taxonomy · Global Privacy Protocol · Data Privacy Vocabulary · Regulation (EU) 2016/679, Article 7: Conditions for consent · Consent Receipt Specification 1.1 · Transparency and Consent Framework v2.2 · RFC 8058: Signaling One-Click Functionality for List Email Headers