Compliance is the low denominator benefit of GDPR- applying the principles means accessing all data, including unstructured, and having the right insights to plan and manage.
See "How GDPR will impact data management and analytics practices" to gain the benefits an avoid the pitfalls
What’s more, the process of data consolidation delivers more than just GDPR compliance; it brings companies closer to meeting the ultimate goal of marketing: creating a 360-degree view of consumers. Traditionally, data has typically been siloed — for example, online and offline information is often stored separately, and channels are also further divided; with mobile, website, and email data frequently held within different databases. Yet this approach makes it hard to build a single picture of individuals or their journeys. As a result, it’s also difficult for marketers to create messages that resonate with specific consumers and form part of a consistently engaging cross-channel experience.