Growth · Measurement and evidence · 08

Data retention and privacy

Data retention and privacy in measurement ensures that the data collected to measure a growth program, from analytics and call tracking to inquiry records and measurement exports, is collected lawfully, kept only as long as it is needed, protected while it is held, and documented so the organization’s privacy program can account for it. It is needed because measurement data includes personal data, because privacy law applies to visitors, callers and inquirers, because measurement tools accumulate data nobody planned to keep, and because a growth program run by an assurance firm should meet the standard the assurance side would audit. The work produces the data inventory for measurement, retention schedules and their implementation, access controls and processing records, and the documentation that feeds the organization’s privacy evidence.