Zansa › Answers › Privacy, security and ownership
Can I use customer data for analytics without asking for consent?
Sometimes. Consent is only one legal basis. Under GDPR, other bases such as legitimate interests or contract performance can apply, and POPIA has its own grounds for processing. The purpose must be compatible with why the data was collected, and people should be told. This is general information, not legal advice.
Using customer data to understand your own business, such as sales trends, often fits within the original purpose, particularly if your privacy notice explains it. Using it for something very different, or for marketing profiling, may need new consent.
Document your reasoning and minimise the data you use. Ask a qualified adviser if you rely on a judgement call. Rules differ by country and sector, so check how this applies to you with a qualified adviser.
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