Data automation vendor Openprise announced support for the EU General Data Protection Regulation (GDPR) which goes into effect on May 25th. The new Openprise Data Orchestration Platform capabilities provide “visibility, control, and access management inside and outside of a company, without the added complexity of traditional compliance solutions.”
The GDPR specific functionality “controls the flow of EU data out of your company” via “fine-grained data filters and permission roles,” and flags leads and contacts which are subject to the GDPR even if the records lack country flags. The firm performs checks based upon emails, IP addresses, phone numbers, and non-standardized country fields. Both standard and custom fields in sales and marketing automation platforms are GDPR validated. Openprise maintains an audit trail and logs records which have been processed by partners.
The firm noted a Catch-22 in GDPR regulations. Enriching records that lack country designators may require enrichment from non-compliant datasets, violating the law. By utilizing data from within the record (e.g. domain, phone numbers), Openprise avoids violating the law in order to support the law.
“The vast majority of US-based companies are woefully unprepared for GDPR, and this new set of regulations has teeth. We’ve heard from our customers that they want a central control point to help maintain compliance with GDPR. Openprise’s position in the MarTech stack as the conductor that manages the movement and processing of data across systems puts it in a unique position to serve as this control point.”
- Openprise CEO Ed King
The GDPR is broadly written to cover data held by non-EU companies, even those without operations or sales staff within the EU. Penalties can be quite high, reaching up to 4% of revenue or €20 million, whichever is greater.
“What’s so critical about GDPR is that it affects companies everywhere in the world, whether they have a presence in the EU or not, and unlike many other regulations, this one has teeth,” says Allen Pogorzelski, vice president of marketing at Openprise. “If you’ve got EU citizen data in your databases, you’re subject to GDPR regulations. U.S. companies that ignore these regulations do so at their own peril.”
This summer, Openprise launched a Data Marketplace to assist with ingesting and normalizing third-party B2B and B2C data. Amongst the platforms supported are Salesforce, Marketo, Eloqua, and Pardot. The Data Marketplace, part of the Openprise Data Orchestration platform, includes built-in rules to ensure data are properly onboarded. B2B Partners include Zoominfo, InsideView, Orb Intelligence, Synthio, Salesgenie, and Dun & Bradstreet.