Marketing is one of the primary reasons businesses collect data. By recognizing current and prospective customers, companies can personalize messages and deliver more relevant, engaging experiences. While data collection is essential to successful personalized marketing, it also demands careful oversight to manage the risks and responsibilities associated with PII compliance.

PII compliance is a complex and evolving topic. Depending on where your customers are located, your organization may be subject to regulations such as the California Consumer Privacy Act, as amended (CCPA), as amended (CCPA), the General Data Protection Regulation (GDPR) or other state and regional privacy laws. Businesses that operate online or accept digital payments must also consider global standards like the ISO/IEC 27001 global information security framework and Payment Card Industry Data Security Standard (PCI DSS).

To help make PII compliance in marketing more manageable, we’ve outlined eight key questions organizations may want to consider. These questions are designed to support internal evaluations and vendor discussions, but are not a substitute for legal advice. This content is provided for informational purposes only. For compliance decisions, we recommend consulting a qualified attorney or certified data privacy professional.

1. How does your organization classify marketing data based on sensitivity and risk?

Before you can effectively protect personal data, you need to understand what kind of data you are collecting and how sensitive it is. Different privacy regulations define and categorize data differently, but most distinguish between sensitive and non-sensitive personally identifiable information (PII).

A clear data classification framework helps you label and handle data appropriately. Classifications may include:

• Public or internal (non-sensitive)
• Confidential or restricted (sensitive)

Whether your approach is manual, automated, or a combination of both, your organization should have a documented and consistent process for identifying, labeling, and reviewing data based on its sensitivity.

2. How does your organization collect, record, and manage consent for marketing activities?

Consent is a foundational element of most modern data privacy regulations. Users must clearly understand what data is being collected, why it is needed, and how it will be used. While gaining consent is essential, maintaining a detailed and accessible record of that consent is just as important.

Your consent records should include:

• Who provided consent
• What they consented to
• When and how consent was obtained
• Whether consent was later withdrawn and how your organization responded

Users have the right to withdraw consent at any time. Your systems must be capable of reflecting and acting on those changes accurately and promptly.

3. What process is in place to fulfill user requests for access, correction, or deletion of their data?

Data privacy laws such as the GDPR and CCPA give individuals the right to:

• Access their personal data
• Correct inaccuracies
• Request deletion of data that is no longer needed

Organizations should have clear, documented procedures for handling these data subject requests within the required timeframes. Storing data in a centralized location, such as a secure Customer Data Platform (CDP) or data warehouse, can simplify request management and record-keeping.

4. How frequently is your marketing data inventory reviewed and updated?

An accurate and up-to-date data inventory is essential for maintaining compliance. It should include:

• The type of data collected
• The purpose for collection
• Where the data is stored
• Who has access
• How long it is retained

Data inventories should be reviewed at least once a year. More frequent reviews may be necessary if there are changes to how data is collected, processed, or shared. Keeping this information current helps your organization stay responsive to compliance obligations and privacy inquiries.

5. How are data retention periods defined and enforced for marketing data?

Data retention periods define how long your organization holds onto personal data once it is no longer actively used. Regulations may require that personal data be deleted once it is no longer needed for the original, consented purpose.

To comply with retention requirements:

• Create a data retention policy that sets timelines based on business, legal, or regulatory needs
• Define retention periods by data type and use case
• Ensure consistent enforcement through automation or scheduled audits

For example, a car dealership may retain customer records longer than a coffee shop due to longer purchase cycles, but both must have a clear rationale and policy.

6. Who is accountable for PII security within your organization?

While many employees may handle data, overall responsibility for protecting PII should be clearly assigned to a designated individual or team. This accountability should include:

• Setting and enforcing data protection policies
• Conducting internal audits and reviews
• Responding to incidents and compliance inquiries

Under the GDPR, some organizations may be required to appoint a Data Protection Officer (DPO). Even if your organization is not legally obligated to do so, assigning this role to someone with the appropriate authority and expertise can strengthen your compliance program.

7. When and how does your organization conduct Data Protection Impact Assessments (DPIAs)?

A Data Protection Impact Assessment (DPIA) is a structured process for identifying and mitigating privacy risks before making changes to data collection or processing. DPIAs may be required under GDPR and CPRA when certain types of high-risk data processing are involved.

Your organization should conduct DPIAs:

• Before introducing new technologies or data practices
• When changing how data is collected, stored, or shared
• On a regular schedule to identify risks in evolving technology environments

Even without major changes, completing DPIAs every three years is recommended under current CPRA proposals.

8. What safeguards protect marketing PII when shared with third-party vendors?

Your responsibility to protect PII extends beyond your organization. When working with third-party vendors such as advertising platforms, CRMs, or email service providers, you must ensure they follow appropriate data protection practices.

To minimize risk:

• Provide only the minimum data necessary to fulfill a vendor’s function
• Establish clear contractual obligations for data protection
• Conduct periodic vendor reviews and internal audits
• Keep records of what data is shared, with whom, and for what purpose

Strong vendor oversight is essential to maintaining compliance and protecting customer trust.

Seek Expert Advice

These eight questions are a strong starting point for evaluating how your organization manages personal data. However, PII compliance is complex and highly dependent on your industry, geography, and specific marketing practices. For guidance tailored to your unique situation, consult with a qualified privacy professional. A formal PII compliance audit can uncover hidden risks, highlight areas for improvement, and help you build a more resilient and trustworthy data strategy.