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Robust new data analytics have complicated company data maintenance policies. Increasingly powerful platforms now offer business decision makers in-depth, highly detailed insights into the factors that motivate customers and consumers. But businesses that want to use data analytics must often comply with data privacy rules regarding the retention and disclosure of certain kinds of personal information, known as Personally Identifiable Information (PII). At the same time, businesses need to also adhere to the clearer guidelines on corporate data preservation duties developed as part of e-discovery’s emerging jurisprudence. Balancing these data-driven issues requires an understanding of the ever-evolving landscape of each competing concern.