Data Protection Finds Strong Defender in Technology

Data protection has never been more important. In 2020 alone, the United States experienced 1,001 data breaches, and throughout the duration of 2020, more than 155.8 million individuals were impacted by data privacy exposures. 

As new data protection and privacy threats emerge, so does the need for technologies to reduce or avoid these risks altogether. Keep reading to learn which technologies can be used, why they should be implemented, and how these efforts can ultimately help your business.

Data Protection a Perpetual Priority for Marketers

Data protection can be described as ensuring the privacy and protection of sensitive personal data from internal and external threats. Strong protection procedures: 

  • Hinder data loss
  • Prevent data breaches and hacks
  • Avoid brand reputation damage
  • Assist in meeting regulatory requirements

Data privacy is an area of data protection concerning the handling of sensitive and personal data, as well as other types of confidential data. Data privacy governs the ways data is gathered, shared and used. As the number of cyber attacks and data breaches rise, so does the need for more surveillance and stronger privacy and protection measures to keep private and personal data safe. 

The use of various technologies, including AI, for data defense will only rise in years to come. Brands have no other data defenders more capable of combating the bad actors. 

No Brand Immune from Data Threats

Data security can be described as a set of standards and technologies meant to protect data from modification, disclosure or destruction, whether intentional or unintentional. A primary function of data security is to protect business data that’s been gathered, stored, created, received, transmitted or all of the above. 

Business data can be secured in many ways, such as data encryption, data masking, data erasure and data resilience. Multiple solutions help companies restrict access to data, monitor activity, and respond to potential threats. B2B brands rely on similar technologies for protection, regardless of company size or location. Common categories of protective technology are:

  1. Data loss prevention (DLP)
  2. Storage with built-in data protection
  3. Firewalls
  4. Authentication and authorization
  5. Encryption
  6. Endpoint protection
  7. Data erasure 

Additional Data Protection Measures

A big step on the journey to protect data, the General Data Protection Regulation (GDPR) was adopted by the European Union in 2018. B2B marketers have had several years to adapt practices to GDPR requirements. The California Consumer Privacy Act (CCPA) is another legislated data protection step.

Another well-established measure is cryptography. Within essential IT systems, modern cryptographic techniques store and protect data through secure and confidential connections for browsing and networking (otherwise known as VPN). New cryptographic techniques, especially homomorphic encryption, have potentially important roles in processing and searching in personal data. Also, the debut of privacy enhancing technologies (PETs) is worth noting. 

Ultimately, many techniques and technologies can help keep B2B data private and secure. If you have questions about data protection for your marketing data, we’ve probably had those same discussions with other clients. Let us know when you’d like to talk.

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