Data retention is the practice of storing and managing data and records for a designated period. Businesses need to develop and maintain data retention policies specifying what data should be stored or archived, where, and for how long. Once the retention period for a particular data set expires, it can be deleted or moved to another storage.

Specifically, a data retention policy should include the following information:

  • The types of data your company collects, from whom, and where the collection happens.
  • How long you’ll keep each piece of data, in what format, and for what reason.
  • The laws and regulations that apply to the collected information and how your company ensures compliance.
  • Details on the storage, security, and backup of information.
  • How your organization disposes of the data and how customers can request deletion of their data.
  • Responsibilities for different policy elements and what to do in case of policy violations or data breaches.

The primary purpose of a data retention policy is to ensure proper data management under the relevant regulations, as well as to enhance efficiency within your organization and reduce costs and security risks.

11 new privacy laws around the world and how they’ll affect your analytics

How can I comply with applicable data protection laws?


  • Banking website analytics for financial services: Tracking without compromising customer trust

    You don’t have to choose between insights and trust – modern banking analytics can deliver both when implemented correctly. This article explores best practices and recommended steps for banking website analytics, as well as ways to avoid common pitfalls to ensure compliance without sacrificing the quality of insights.

  • Five things every marketer should know about web analytics in 2026

    Web analytics is changing fast. AI is moving from buzzword to actual business impact, privacy rules keep shifting on both sides of the Atlantic, and marketing teams are rethinking their tool stacks. What does this mean for analytics strategy in 2026? We asked industry experts to share their predictions.