Personal data is any information related to an identified or identifiable individual. Personal data is protected by privacy laws, such as the General Data Protection Regulation (GDPR) in the European Union and the General Personal Data Protection law (LGPD) in Brazil. These laws set out specific rules and requirements for collecting, using, and storing personal data, giving individuals the right to access, rectify, and erase their personal data.
It should be noted that not all legal frameworks define personal data the same way. For example, the CCPA revolves around personal information, which is defined differently from personal data in the GDPR. On the other hand, there is typically some overlap between such notions in different legal frameworks.
Personal data is important for digital marketing and web analytics because it is often used to target and personalize marketing campaigns and track their effectiveness. However, the collection and use of personal data must comply with privacy laws, and organizations must take appropriate measures to protect the privacy and security of personal data. As an alternative, web analytics tools that do not process personal data can also be used to decrease compliance risks and burdens for companies.