The document discusses how to enact data subject access rights under the General Data Protection Regulation (GDPR) using data services and data management. It notes that the top three challenges for GDPR compliance are consent management, the right to be forgotten, and data portability. It then presents a use case of how a company called ACME can personalize customer experience in a GDPR-compliant way by creating a GDPR data hub to find customer opt-in data, propagate that data across systems, and deliver data subject access rights like access, erasure, and portability through a customer portal. The document argues this approach can help companies achieve GDPR compliance while gaining business, IT, and risk benefits.