Påverkan av GDPR på företag: : en studie om betydelsen av GDPR för insamling av personliga uppgifter till target marketing och data mining.

Sammanfattning: Title: The affects of GDPR on companies: a study about the impact of GDPR on the collection of personal data for target marketing and data mining.  Keywords: GDPR, target marketing, data mining Subject: Bachelor's thesis, International Marketing, 15hp. Author: Denise Loponen Mejia & Viktoria Mirkovic Problem: How has GDPR affected companies when collecting personal data for target marketing and data mining? Purpose: The purpose of this study is to clarify the affects that GDPR has had on companies and what alterations the companies have had to make since the enforcement of the regulation regarding target marketing and data mining. Method: In this study a deductive method has been applied. Primary data has been obtained through qualitative semi-structured interviews, which were transcribed and analyzed in order to find a conclusion. Conclusion: The conclusion of this study shows that GDPR has had an impact on companies regarding their collection of personal data. The companies have had to change the way they have handled this in comparison to before. Furthermore, implementation of new strategies in order to be able to identify customer groups and lawfully be able to use data mining has had to be established. Moreover, the study shows that companies have had to introduce changes in order to comply with the regulation, as well as the fact that the change has been successful.