South Africa, June 3 -- However, behind the scenes, these initiatives involve a lot more than simply distributing prizes. They form part of a detailed ecosystem that requires careful management to avoid exposing brands to unnecessary risk.

On the surface, competitions and incentives have a simple mechanic: run a campaign, offer prizes, collect customer data, conduct a prize draw, and issue and deliver the prizes.

However, underpinning each of these steps are several systems that have to work together cohesively to ensure not only smooth engagement for customers, but regulatory compliance as well.

The sound management of personal data sits alongside digital systems, physical infrastructure and regulated processes that need to be followe...