Name alone is probably not as many people share names, unless you have an unusual name. Add address and phone number and it will be. IP address on its own is not.
Is "1.8m tall guy in green T-shirt who is head of team X" enough to identify them? If so it's personal data.
Most of this applied to the Data Protection Act too. GDPR adds some items like biometrics
Natural persons may be associated with online identifiers provided by their devices, applications, tools and protocols, such as internet protocol addresses, cookie identifiers or other identifiers such as radio frequency identification tags. This may leave traces which, in particular when combined with unique identifiers and other information received by the servers, may be used to create profiles of the natural persons and identify them.
My emphasis.
From the Wikipedia article about GDPR [1]
[1]: https://en.wikipedia.org/wiki/General_Data_Protection_Regula...
An IP addres, for example, isn't automatically personal data. It might be if you can link it with other information that can be used to identify someone.
If it is for fraud-prevention, then that is sufficient reason to keep it unanonymised...
Anonymizing it does not seem to solve anything, since the anonymized version "can be used to build a profile" so "it's PII"...
Just because something it murky, doesn't mean businesses get to ignore it. The entire point is to force companies to actually think about what their data is and decide if they need to store PII. If they do it have implications. Have a reasonable explanation for choices, and are willing to rectify issues pointed out by consumers and/or DPA.
That's exactly why GDPR is a good thing. It prevents anybody from doing statistics and keeping analytics about the users. Want to collect this information in order to profile your users and offer them a better product (ndr. better ads)? Well tough luck. You either anonymize and stop profiling and tracking your users or you close shop in Europe. I don't see how this is a bad thing in any possible way. You say it costs money? I guess then some of the money they made by targeting users and selling their personal data so far can be put to good use.
Just regular analytics and statistics of usage and environment to simply improve the product.