In reality GDPR had a massive impact on the data companies collect. Previously, many businesses would attempt to collect anything and everything – whether that’s data they’ve collected themselves or data they’ve purchased from third parties.
Since the implementation of GDPR, businesses are much more circumspect and cautious about the data they collect. Companies simply can't buy and correlate data from other sources the way they used to be able to.
Now, we’re seeing a strong drive for companies to make the data they collect a key asset, but with one major difference from previous years – the data people opt-in to provide. However, the level and type of information customers are willing to provide depends on the business they are dealing with. For example, people may be willing to provide details of their job role, spending power and key interests if they’re visiting a website in a business capacity. However, if they’re simply looking to purchase a new pair of trainers they’re unlikely to be happy to provide granular detail. So, the data companies are collecting depends on the type of business and the types of relationships they have with their customers.