| name | marketing-analytics-dpia |
| description | Guides DPIA for marketing profiling, behavioural targeting, cross-device tracking, and advertising analytics. Covers ePrivacy Directive Art. 5(3) cookie consent, PECR regulations, legitimate interest balancing for direct marketing, and adtech processing chain assessment. Keywords: marketing analytics, DPIA, profiling, behavioural targeting, cross-device tracking, ePrivacy, PECR, adtech, legitimate interest. |
| license | Apache-2.0 |
| metadata | {"author":"mukul975","version":"1.0","domain":"privacy","subdomain":"privacy-impact-assessment","tags":"marketing-analytics, dpia, profiling, behavioural-targeting, eprivacy, adtech"} |
Assessing Marketing Analytics Privacy
Overview
Marketing analytics processing — including customer profiling, behavioural targeting, cross-device tracking, programmatic advertising, and conversion attribution — triggers multiple DPIA criteria under WP248rev.01: evaluation/scoring (C1), systematic monitoring (C3), matching or combining datasets (C6), and potentially innovative technology (C8). This skill provides a DPIA methodology for marketing analytics processing, integrating GDPR obligations with ePrivacy Directive requirements for cookie-based tracking and PECR compliance for UK-based operations.
Legal Framework
GDPR Provisions for Marketing Analytics
- Art. 5(1)(b) Purpose limitation: Marketing data collected for one purpose cannot be repurposed for incompatible marketing without further lawful basis.
- Art. 6(1)(a) Consent: Required for most marketing profiling; must be freely given, specific, informed, and unambiguous.
