GDPR: Retention periods during direct BtoB prospecting
The GDPR defines retention periods as the periods during which data is kept to carry out processing. The term shelf life then appears to be an abuse of language, we should rather speak of treatment duration.
Individuals must be informed, at the time of collecting their data, among other things of the purpose of the processing and the resulting duration.
The response to the survey: What is the maximum data retention period in the context of direct BtoB prospecting?
During a survey carried out on December 21 on our LinkedIn page, we asked you what is the maximum duration of data retention, in the context of direct BtoB prospecting, from the registration of the contact in the database or the last contact at the initiative of the prospect.
You were strong! Out of 196 voters, 61% of you voted 3 years ago. The other proposals were 1 year or 10 years.
3 years is indeed a good answer; it is a duration which is recommended by the CNIL in its repository relating to the processing of personal data implemented for the purposes of managing business activities. However, the answer must be nuanced; all the proposals in our survey may be correct. The duration can be extended or reduced depending on the needs of the company and provided that this choice is justified.
However, from the moment the person exercises his right to object, his data can no longer be used.
What is the life cycle of data?
The life cycle of data corresponds to 3 stages: the active base, l’archiving and there end of life.
- Concretely, there active base is the period during which the data is commonly used to achieve the purpose of the processing. The data controller must prove that this duration corresponds to the objective pursued by the processing.
- Next comes step d’archiving, this is not systematic. It must also pursue a purpose and be justified, for example, for statistical or historical purposes.
- The last step is here end of data life. It must be defined before collection. The data can be anonymized or permanently deleted.
To image, the active database can correspond to folders stored in an office, those that are used commonly. Data archiving is the equivalent of files organized into archives. They remain potentially useful but are no longer commonly consulted. They are arranged so as to be distinguished from commonly used files and are not accessible to everyone. Finally, the end of data life corresponds to the destruction of documents once they are no longer useful.
Data Comply One (formerly Mission RGPD) and retention periods
Shelf life is a complex subject that deserves to be covered in more detail. To find more information on this subject, watch the replay of our webinar: "Retention periods and GDPR: 45 min to understand everything".
Don't waste any more time, it's so simple!
