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Data and Privacy

Terms for collecting, cleaning and protecting data responsibly, including the rules that govern personal data in marketing.

Burner Account

A burner account is a secondary, usually anonymous online profile that lets someone browse, post or comment without revealing who they are. People create them for privacy or to keep an interest separate from their main account, and sometimes for

Data Cleaning

Data cleaning is finding and fixing errors in a dataset, such as duplicates, typos, outdated records and inconsistent formats, so the data can be trusted. In marketing, it keeps contact lists, customer records and reports accurate enough to act on

GDPR

GDPR, the General Data Protection Regulation, is the European Union law that governs how organisations collect, use and protect people’s personal data. It has applied since May 2018, including to companies outside the EU that offer services to people in

Meta Pixel

The Meta Pixel is a piece of code placed on a website to track what visitors do there, such as viewing a page, adding to their basket or buying. It reports those actions back to Meta, so Facebook and Instagram

Shadow AI

Shadow AI is the use of AI tools at work without the knowledge or approval of the organisation, such as staff pasting client data into a free chatbot. It is usually well-intentioned, since people want to work faster, but it

UAE Data Protection Law

The UAE Data Protection Law, known as the PDPL, is the federal law that sets the rules for collecting and using personal data in the United Arab Emirates. It took effect on 2 January 2022 and follows many of the

Vetted Data

Vetted data has been checked for accuracy, origin and permission before anyone relies on it, whether for a report, a campaign or training an AI model. Knowing where data came from, and whether it may be used, matters as much

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