Perhaps the most confounding part of a global data-based marketing campaign isn't the technology, analysis, or even cultural differences. It's the complex array of rules on consumer data privacy throughout the world — an array of regulations that vary from country to country and region to region. And it's a particular headache now, thanks to looming changes in privacy law in the EU known as the General Data Protection Regulation (GDPR).
Passed in 2016 by the European Parliament and slated to take effect in May 2018, the GDPR is an 88-page data privacy law that will replace the Data Protection...