With more advances in event technology and an increase in virtual and hybrid events, marketers capture and store more attendee data than ever before. However, with all of the advantages that the additional event data offers your organization, it also increases your vulnerability. Integration to other systems can also have implications for data security. Security breaches don’t usually occur because of a direct attack on the company’s firewall. Data breaches almost always come in through an unexpected side door – and through phishing attacks where malicious software is delivered via legitimate-looking files, trusted emails or through a 3rd party. Every vendor that event professionals bring to the table is another potential threat to some of the most valuable data that an organization holds.
The Importance of Data Security
Event organizers are often responsible for payment information as well some personal information. Email addresses, phone numbers, home addresses, flight info and agendas—all these valuable pieces of information can be quite vulnerable. It’s imperative that data integrity and compliance requirements are to be in the forefront of every marketer’s decision-making. It’s important to assess your data security strategy and take the right steps to protect your organization. The fundamental design of events (be they virtual, hybrid or in-person) is the gathering groups of people to exchange information and connect through networking and discussions. Your event technology starts collecting data well in advance of your event. With each registration, comes a wide range of data points for you to collect, store and use for better business outcomes.
As a result, event planners that implement a data strategy must safeguard the data that their event participants have trusted them with. Failure to do so jeopardizes, not just the event and a company’s reputation but, more significantly, the lives of your participants. Therefore, event data security should be a key priority for organizers.
Data Privacy Laws in the US
The United States lacks a single comprehensive data privacy regulation. Privacy laws are only in place in three states: Nevada, Maine, and California. The California Consumer Privacy Act is the gold standard for data security in the US.
The California Consumer Privacy Act (CCPA)
- Californians have the right to view, delete, and unsubscribe their personal data being processed.
- Customer information cannot be sold without a clear opt-out option being provided to the consumer.
- Biometrics, geolocation, employee information, and other types of personal information are all included in the concept of personal details.
- Companies must establish and maintain adequate security procedures, but there is no guidance on how such processes should be implemented.
Although this is the gold standard for securing data in the United States, we should still be diligent in preventing data from being misused.
How to Ensure Data Safety and Privacy
- Encryption: Encryption is a simple technique to offer you peace of mind by adding walls around an individual’s data. Most software packages are equipped with encryption features, allowing corporations to take advantage of them. Even if you only work online, there are techniques to encrypt your files to ensure that sensitive information is never compromised.
- Two Step Authentication: Because individuals sign on from all over the world for remote work and hybrid events, having a secure route for that information is a fantastic first step in securing data.
Security Tips for Planning Your Next Event
- When planning events, be aware of how you gather and store the data
- Keep up with ever-changing rules (Data Privacy Laws) and a sharp eye out in your community for updated legislation
- To secure the integrity of your event management data, choose professional specialists you can trust
- Invest in an Event Technology Platform with a robust data security in place
Choose an Event Technology that Prioritizes Data Security
There are various event management platforms that can help manage event data securely. Choose a platform that is certified in important security areas, uses third parties and one that has an excellent support team. Certifications make sure that a platform is educated in regulations and compliant with all security standards. Using third parties ensures that you have multiple safety nets to protect your attendee information. Cyber threats are imminent; therefore, having a support team able to monitor and respond to threats at any time is important.
At Certain, we recognize the importance of having confidence in your data and network security, which is why we take a proactive approach to ensuring that all data on our systems is secure and confidential. We pass thorough audits of our network systems, data storage and encryption techniques, access controls, security, threat and vulnerability management, monitoring and testing processes, and information security policies every year to stay compliant.
Ensuring data security and regulatory compliance, as well as proving to guests that you care about their privacy, are now common practice. After you’ve established that solid basis, you can focus on creating memorable experiences to your attendees and engage with peace of mind and confidence.
Whether you need to focus on registrations, data collection, or the generation of meaningful leads that are likely to be profitable, Certain offers an end-to-end platform with everything you need to succeed. To learn more, contact us today and speak to one of our event experts.