At the Digiday Hot Topic: GDPR event in May in London, we surveyed 22 companies on what metrics they are examining to gauge the effect of the General Data Protection Regulation. Check out our earlier research on how companies have prepared for GDPR here. Learn more about our upcoming events here.

Quick takeaways:

  • Revenues and users opting in to sharing data are the two metrics the majority of companies in Digiday’s survey are using to assess GDPR impact.
  • Fifty-two percent of respondents think GDPR will hurt their company’s revenue.
  • Seventy-three percent of those respondents predict their revenue losses will be 1 to 24 percent.
  • Half of companies expect at least half of their users to consent to share their data.

Companies look to track revenue and consent
A flood of privacy updates and uncertainty has ushered in GDPR. With companies desperately sending email updates asking users to opt in to future marketing, people are using GDPR to finally unsubscribe from mailing lists on which they unknowingly found themselves. Email unsubscribe rates will undoubtedly soar in the near term, but that isn’t how most companies plan to measure the impact of GDPR, according to Digiday’s research. A Digiday survey from the Hot Topic: GDPR event found 85 percent of respondents plan to measure GDPR’s effects by their revenues, and 70 percent will track what percentage of users opt in to sharing their data.

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