GDPR is about giving users control and visibility over their personal data and controlling personally identifiable information.

Grouparoo is an open source app that runs in your own infrastructure (AWS, etc) and it does segmentation of users. The effect of that is that less info leaves your world and goes to third parties. For example, you used to send an address and lifetime value to Braze so that you could make a “high value Bay Area customers” group over there. Now you keep that in house.

On top of that, whatever information is leaving now has a chokepoint, so you can stop sending a user to Braze (and everywhere else) if that is the requirement or return all the information about them easily if that is the ask.