GDPR/CCPA compliance for digital marketing campaigns using AWS

In today’s marketing ecosystem, regulations such as GDPR and CCPA set rigorous requirements for how personal data is collected, used, shared, stored and deleted especially in digital marketing where profiling, personalization and data-driven targeting are common. OneData Software helps businesses design, build and operate marketing systems on AWS that are compliant with these frameworks. Through a combination of cloud architecture, data governance, consent management, and regulatory controls, OneData ensures marketing campaigns run on a foundation of privacy-by-design and compliance-by-default.

Compliance Architecture for Marketing

• Consent and Preference Management: OneData incorporates mechanisms so that marketing systems only process personal data after explicit (in GDPR context) or opt-out/opt-in (in CCPA context) consent is captured, stored and respected across channels. This ensures lawful basis, transparency and user preference adherence.

• Data Mapping & Processing Records: OneData uses AWS logging, data-flow architecture and record-of-processing activities (ROPA) to document where consumer data enters the marketing funnel, how it is transformed, where it’s stored and when it is removed which supports regulatory obligations of accountability and traceability.

• Secure Data Storage & Transfers: On AWS, OneData ensures that personal marketing data is encrypted at rest and in transit (e.g., using AWS KMS, TLS), and that data-transfer mechanisms (especially across regions) align with GDPR requirements (such as standard contractual clauses for EU-US transfers) and CCPA’s consumer rights framework.

• Data Subject Rights Handling: OneData’s marketing solutions accommodate rights such as “right to access”, “right to delete/erase” and “right to opt-out of sale/sharing” by implementing workflow automation in AWS (e.g., Lambda/Step Functions) that detect requests and propagate changes across marketing systems, CRM, analytics and campaign engines.

• Segmentation, Profiling & Targeting Controls: Since marketing uses profiling and targeting, OneData ensures that such processing is documented, governed and limited, that explicit consent is recorded, and that campaign segmentation respects privacy obligations.

• Retention, Deletion & Anonymisation: OneData sets policies using AWS services (e.g., S3 Lifecycle, DynamoDB TTL) so that consumer data is retained only as long as necessary for campaign purposes and is cleaned up or anonymised thereafter—fulfilling storage limitation principles of GDPR.

• Audit, Monitoring & Reporting: Through AWS Security Hub, CloudTrail, Macie and Config rules, OneData offers continuous monitoring of marketing data usage, alerts for abnormal access or sharing, and audit-ready reporting of compliance status.

• Third-Party/Processor Management: Marketing campaigns often involve ad platforms, trackers and data-vendors. OneData ensures that these are treated as processors (GDPR) or service providers (CCPA), that contracts/SCCs are in place, and that data flow to third parties is documented and compliant.

Benefits

• Enables marketing teams to launch data-driven campaigns with privacy controls embedded, reducing risk of regulatory fines or reputational damage.

• Builds consumer trust by demonstrating transparent data practices, respecting preferences and safeguarding personal data in marketing outreach.

• Provides scalable, cloud-native marketing infrastructure on AWS that supports compliance workflows and regulatory documentation.

• Aligns marketing technology stacks (email platforms, ad-networks, CRM, analytics) with privacy laws, ensuring the marketer’s toolbox remains usable yet compliant.

Use Cases

• Deploying a global email/sms campaign that dynamically segments EU and US audiences, while capturing consent, honouring opt-out, and automating deletion of European data older than defined retention period.

• Integrating CRM, marketing automation and ad-platforms such that when a consumer requests data deletion (subject access under GDPR) or sales opt-out (CCPA), the system propagates that deletion/opt-out across all marketing endpoints.

• Building an analytics-driven remarketing funnel that anonymises or pseudonymises personal identifiers for EU customers, thereby reducing risk while still enabling campaign measurement.

• Creating a reporting dashboard showing at-a-glance marketing compliance metrics (consent status, opt-outs, retention schedules, third-party vendor list) based on AWS monitoring and audit logs.