The commitment to responsibly collect consumer data that is necessary ONLY for the delivery of your predefined goal, respecting legal frameworks consumers are entitled.



The purpose for processing of personal data must be known and the individuals whose data you’re processing must be informed. Why do want their data? Why do you need it? When do you need it? What data do you need? And, how is that data being used? It is not enough to simply indicate that personal data will be collected and processed. This is known as the ‘purpose limitation’ principle.

Best Practice

  1. Clearly define data use cases
  2. Obtain informed consent for the use of declared data and implicit data signals
  3. Define consumer data attributes to be collected
  4. Regular review and assessment
  5. Employee training and awareness
  6. Transparency and communication

How We Measure

  1. Privacy policies and disclosures
  2. Data inventory and mapping
  3. Consent Management
  4. Data access and controls
  5. Data retention practices
  6. Employee training and awareness
  7. Complaints and incidents


  1. Brand experience
  2. Customer services/support
  3. Personalised communication
  4. Look-a-like campaigns
  5. Sharing with 3rd parties