Best Practice Report

Ensuring Data Privacy Compliance

Guidance On Executing Compliant Marketing Activity In A Regulated Environment

January 1st, 2018
Julian Archer, null
Julian Archer


The growth of technology that tracks and predicts online behavior is evident in the use of cookie tracking, predictive analytics, and other tools. To uphold lawful and ethical standards, national and international authorities have introduced legislation that attempts to balance an individual’s right to privacy with the promotion of commerce. In this report, we outline key areas of data privacy regulation that affect the execution of marketing activity in B2B companies, along with guidance on how to remain both compliant and effective. Note that Forrester is not a firm of legal advisors and does not offer legal advice. For the interpretation of data storage, privacy and email legislation and regulations within a specific country or jurisdiction, we recommend consulting legal counsel. No legal liability is implied or accepted by Forrester in connection with the information provided in this report.

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