Q&A: SAP's Digital Marketing Chief on Why Some Marketers Were Unprepared for GDPR

Mika Yamamoto spoke in-depth about the general lack of preparedness

Despite the weeks of hype leading up to last week’s deadline to comply with the European Union’s General Data Protection Regulation, a recent report from SAP found that a fair number of marketers still either neglected to prepare for the law or couldn’t decide whether the rules applied to them.

Of the 165 marketers surveyed within a couple months of the May 25 cutoff, around 26 percent said they either didn’t have a plan or weren’t aware of one, 19 percent said they believed there was still time to draw one up and only 30 percent had completed a data audit to confirm compliance.

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