Data Security in the Age of Marketing: Safeguarding Customer Information and Compliance

This chapter introduces the specifics and intricacies of data security in marketing applications, more specifically aiming towards an organization's responsibility and need to project their own and their customer's data. From identifying and understanding vulnerabilities to finding effective and robust ways to mitigate them, this chapter analyses all the variables and components when it comes to data security. With concepts such as data integrity, data confidentiality, and data availability, this chapter explains the scope and gist of data security. These concepts are also called the pillars of data security. Additionally, vulnerabilities originating from both, internal and external attacks, are mentioned and discussed in this chapter. Mitigation and prevention strategies are discussed as well in this chapter to give a clear base for making a secure and robust data security system. By using advanced technologies for protecting the data, various methods of data storage, authorization, and authentication, an organization can combat the issue of data security. Furthermore, this chapter discusses the legality and legal areas of digital security in India, the United States, and the European Union (EU), which helps in understanding the regulations and laws all over the world. Additionally, for an organization, methods of gaining their customers' trust and providing them with a transparent picture of the data security measures are explained along with appropriate examples. Finally, details about maintenance and updates are also given. To conclude, this chapter helps the reader navigate through the murky waters of the complicated world of data security in today's new and upcoming digital age.