The digitisation of our society brings many benefits: it saves us time, we are accessible everywhere, we work more from home, buy online, pay faster, can access our medical records, and so on. However, every coin has a downside. To take advantage of these benefits, we are increasingly forced to leave our personal data with companies and agencies. Sensitive information that cybercriminals are only too happy to access. We hear the word ‘data breach’ more and more often in the news. Think of the cyber attack on the KNVB, the Personal Data Authority concluding that everyone's personal data is on the street, the severity of data breaches increasing, and so on. When a company faces a data breach, it can have serious consequences. For the company itself, but also for consumers.
As a leading data processing company, EDM helps companies increase their return on data. We breathe data and are therefore more aware than anyone else of the risks involved in data processing. At a time when consumer privacy is key and technological developments are rapid, it is extremely important to do everything possible to minimise the risks of a data breach. From our perspective, we can offer some tools that reduce the risk of this. In this diptych, we will tell you more about data breaches, related to personal data. Part 1: what it is and what are the consequences, part 2: how to mitigate the risks of a data breach.
We speak of a data breach when unauthorised persons gain access to confidential or personal information. A data breach can occur when data is stolen, lost, misdirected or otherwise exposed to external or unauthorised persons. A data breach can be distinguished into 3 categories:
How can a data breach occur?
A data breach can have various causes, which certainly do not always involve intent. For example, the loss of an unencrypted USB stick containing personal data or accidentally sending sensitive files to the wrong recipient. However, cybercriminals often use phishing and public networks to gain access to data. They often use fake e-mails or impersonate public networks to gain access to account and personal data. Social engineering is another method where criminals try to exploit human weaknesses to gain access to systems.
Insufficient security and encryption of data also increases the risk of data leakage, as hackers can more easily access personal data or infect servers with ransomware. So sending data securely is not enough; it is important to also take adequate security measures to prevent data breaches. The lack of up-to-date security measures, such as firewalls, antivirus software and regular software updates, can lead to vulnerabilities in systems. This opens the door for hackers to gain unauthorised access to personal data.
What should you do if you face a data breach?
When a data breach has occurred, an organisation or agency should plug this leak as soon as possible. In addition, they need to understand how extensive the damage is in order to then inform customers about the data breach. This will let customers know that they should be extra alert and change login details. There is a duty to report data breaches. This means that companies and governments must report data breaches directly to the Personal Data Authority (AP). The Personal Data Authority is an independent regulator in the Netherlands dedicated to monitoring personal data. Does an organisation fail to report a data breach? If so, there could be financial consequences.
What are the consequences of a data breach?
The consequences of a data breach are often far-reaching and twofold, namely for an organisation and for consumers. It is therefore important to not only be aware of how to prevent a data breach, but also what the consequences might be if a data breach occurs.
Organisations and authorities
In the event of a serious data breach, organisations and agencies are obliged to report it to the Personal Data Authority.
Consumers
For consumers, a data breach can also have far-reaching consequences. Identity fraud is a common problem, where criminals use personal data, for example, to assume someone else's identity and make purchases without payment. Scams, particularly via phishing, are another form of fraud that can lead to sensitive information being obtained. Moreover, data breaches can threaten high-profile individuals, such as politicians, where their security may be compromised. It is therefore essential to take the consequences of data breaches seriously and take appropriate measures to protect consumers' privacy and security.
In part 2, you will read more about how you can reduce the risks of a data breach and we will give you some practical tools you can use right away. If you want to know how EDM can make your organisation future-proof, read more about our data & cloud expertise. Or contact us, and we will be happy to discuss this topic with you.
Are you responsible for acquiring new customers? Do you use data in your campaigns? Then use the SMART Audience Builder and convert up to 600% better than before in just a few clicks.
The SMART Audience Builder is an easy-to-use cloud tool that provides organizations with the ability to apply knowledge and insights to their own marketing data in order to increase conversions. Load any form of your own CRM data (Postal Code, House Number, Addition, Email, Phone) into the tool and gain additional insights from your own data. Through automatic integration with various knowledge and intelligence sources, you can apply attribute selections and predictive models to set up the most effective target audiences for activation. Throughout the entire process, you remain in control of your own data.
Approaching new relevant consumers who are genuinely interested in your proposition or product? EDM helps organizations create insights into existing customer groups, which can then be used to find potential new customers within the Netherlands.
With Audiences, we analyze the target audience based on historical data and data from current customer segments. This results in a target audience profile and channel preferences. We then set goals for all desired channels (Direct Mail, DPG media, Marktplaats, phone, and inserting). With access to extensive consumer databases, the best audiences are created based on various socio-demographic data, lifestyle characteristics, or advanced look-alike models. This enables the creation and activation of the best possible audiences, resulting in an average doubling of conversions.
The Automotivebase 2.0 has been developed through 10 years of research on all vehicle transactions in the Netherlands, with a focus on the driver. As a result, we not only have insights into which households are currently or will be in the market for a new car in the near future, but also the profile of these households. Apply this knowledge to your existing audiences, improve your return on investment (ROI) on first-party data. Activate these segments in new channels, activate look-alike profiles or automotive types to maximize your ROI.
An integrated customer acquisition solution. The proven method for effective data-driven marketing.
For every organization, acquiring new customers is crucial. To achieve this, recruitment campaigns need to be set up as effectively as possible. This means approaching the right target audience through the right channels in a data-driven manner. EDM has a proven method for data-driven marketing, which involves an iterative process consisting of 6 steps:
EDM analyzes the existing customer database and ensures its accuracy and currency. It improves the quality of incoming leads and analyzes them to gain insights into "who is the customer?". Then, an assessment is made of the channels already being used, which additional channels can be added, and how to optimize them as effectively as possible. This results in improved conversion rates and effectiveness, which serves as input for reworking non-conversions and continuously optimizing recruitment campaigns.
Are you responsible for acquiring new customers? Do you use data in your campaigns? Then use the SMART Audience Builder and convert up to 600% better than before in just a few clicks.
The SMART Audience Builder is an easy-to-use cloud tool that provides organizations with the ability to apply knowledge and insights to their own marketing data in order to increase conversions. Load any form of your own CRM data (Postal Code, House Number, Addition, Email, Phone) into the tool and gain additional insights from your own data. Through automatic integration with various knowledge and intelligence sources, you can apply attribute selections and predictive models to set up the most effective target audiences for activation. Throughout the entire process, you remain in control of your own data.
Approaching new relevant consumers who are genuinely interested in your proposition or product? EDM helps organizations create insights into existing customer groups, which can then be used to find potential new customers within the Netherlands.
With Audiences, we analyze the target audience based on historical data and data from current customer segments. This results in a target audience profile and channel preferences. We then set goals for all desired channels (Direct Mail, DPG media, Marktplaats, phone, and inserting). With access to extensive consumer databases, the best audiences are created based on various socio-demographic data, lifestyle characteristics, or advanced look-alike models. This enables the creation and activation of the best possible audiences, resulting in an average doubling of conversions.
The Automotivebase 2.0 has been developed through 10 years of research on all vehicle transactions in the Netherlands, with a focus on the driver. As a result, we not only have insights into which households are currently or will be in the market for a new car in the near future, but also the profile of these households. Apply this knowledge to your existing audiences, improve your return on investment (ROI) on first-party data. Activate these segments in new channels, activate look-alike profiles or automotive types to maximize your ROI.
An integrated customer acquisition solution. The proven method for effective data-driven marketing.
For every organization, acquiring new customers is crucial. To achieve this, recruitment campaigns need to be set up as effectively as possible. This means approaching the right target audience through the right channels in a data-driven manner. EDM has a proven method for data-driven marketing, which involves an iterative process consisting of 6 steps:
EDM analyzes the existing customer database and ensures its accuracy and currency. It improves the quality of incoming leads and analyzes them to gain insights into "who is the customer?". Then, an assessment is made of the channels already being used, which additional channels can be added, and how to optimize them as effectively as possible. This results in improved conversion rates and effectiveness, which serves as input for reworking non-conversions and continuously optimizing recruitment campaigns.