The EU's General Data Protection Regulation (GDPR) will come into force in a little more than six months.
In response, most organisations are working away to address the data they hold about individuals and how they manage it. So what are they doing?
Most are focusing on technology to get systems and data ready. Marketers have less direct engagement with that process.
But that does not mean they can leave the problem for someone else to solve. That's because the challenges the GDPR raises are not confined to one area of the business, but spread across the whole organisation.
As such, they require a change in behaviour rather than simply technology. Let me explain.
Behaviour, not just technology.