'The Right to be forgotten vs. The Marketeer'
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'The Right to be forgotten vs. The Marketeer'

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Is 2013 the year of privacy? New European legislation is coming up, creating more and more restrictions, and the the fearsome "Right to be forgotten". ...

Is 2013 the year of privacy? New European legislation is coming up, creating more and more restrictions, and the the fearsome "Right to be forgotten".

One thing's for certain: privacy on the web is finally going mainstream, particularly among an unexpected demographic: teens and young adults. It's a dangerous game for marketeers and data gatherers. Hope for the best, and prepare for the worst.

Presentation for STIMA: DATA DRIVEN MARKETING CONGRESS 2013

Customer insights, targetting and re-targetting, customer experience & engagement, big data, social insights, … What else do we have, or is small the new big?

This year we look at how data can be the solution to your marketing problems.

With cases from Barclays, Danone, Printemps (French Retailer), Thomas Cook, De Lijn, Damart, Lotus, Levis ("De kleurrijkste school") & Toyota.

But also Tamara Gielen, Engagor, MyLex, Engage Digital, Sparklink and many more.

(http://www.stima.be/sites/default/files/DDMC2013.pdf and http://www.stima.be/nl/agenda/data-driven-marketing-congress-2013)

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'The Right to be forgotten vs. The Marketeer' 'The Right to be forgotten vs. The Marketeer' Presentation Transcript

  • DIGITAL MARKETING.AND THE LAW.BY Matthias DOBBELAERE(PARTNER AT LEGAL FIRM MYLEX) +(ICT-JURIST FOR BECOMMERCE) +(BOARD MEMBER FEWEB)MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEXMYLEX
  • OR: HOW TO PROFIT FROM LAW?MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • +CONTENTSINTELLECTUAL PROPERTY EMAIL MARKETING+Question?PRIVACYCOOKIESMYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEXSOCIAL & BLOGGINGINFORMATION
  • Intellectual Property: Why Should I Care?COPYRIGHT & TRADEMARKSMYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • GOODNEWS FIRST.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • THE LAWCAN BE ON YOUR SIDE.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • ©IS FREE.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • (!)CRUCIAL:TRANSFER OF IP RIGHTSMYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • YOURBRAND, YOUR REPUTATION.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • HOW DO I inform?INFORMATION, INFORMATIONMYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • INFORMYOUR USER/SUBSCRIBERAND BE TRANSPARENT.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • LEGALOBLIGATIONS.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • NOTSUFFICIENT.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • NOTSUFFICIENT.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • LIKEIT SHOULD BE:MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • NOTSUFFICIENT.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • NOTSUFFICIENT.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • PRIVACY. FOR LOSERS?PRIVACYMYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • Ive never lookedthrough a keyholewithout finding someonewas looking back.Judy GARLAND.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • PRIVACYCOLLECT WITH CARE.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • PRIVACYCOLLECT WITH CARE.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • PERSONALDATA?MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • NAME,EMAIL, PIC, ADDRESS, ....MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • BUTALSO…MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • 82.167.189.52MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • 1“fairly and lawfully”.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • 2“legitimate purposes”.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • 3“SPECIFICALLY DEFINED”.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • 4“adequate, relevant andnot excessive”.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • TYPESOF DATA.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • NON-SENSITIVE.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • ANDSENSITIVE DATA.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • MOBILEAPP COLLECTING.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • SOCIALMEDIA COLLECTING.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • LOCATIONBASED DATA.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • THIRDPARTY SERVICES:FOURSQUARE, ...MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • SELLINGID DATA?MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • RULEOF THE MARKETEER.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • ANDTHE LEGAL RULE.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • LESSIS MORE.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • ANDWHAT ABOUT THE FUTURE?MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • STRICTFUTURE EU-LEGISLATIONMYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • GOODNEWS FIRST.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • LESSGOOD NEWS.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • MORELIABILITY.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • ICINGON THE CAKE…MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • ‘THERIGHT TO BE FORGOTTEN’.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • SOCIALMEDIA: PRIMERY TARGET.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • CAUTIONNOT DEFINED!MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • =ENTERPRISE, CLUBS, ...MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • RECIPEFOR DISASTER.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • OH, IT’s JUST SPAM.EMAIL MARKETINGMYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • ASKYOURSELF.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • FONDOF SPAM?MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • TRUSTIs everything.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • THISSHOULD BE IN YOUR EMAIL:MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • 1.IDENTITIES:MARKETEER + CLIENTMYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • 2.TRANSPARENT INFO & URLTO UNSUBSCRIBE.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • DON’TBE EVIL.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • HASSLETO UNSUBSCRIBE?MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • =BAD REPUTATION.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • SOCIAL EVERYWHERE.ABOUT BLOGGING & SOCIAL MEDIA.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • GREATTOOLS.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • GREATTOOLS.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • DRAFTA SPECIFIC PRIVACYSTATEMENT FOR YOUR PAGE.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • PLAYNICE WITH PAID CONTENT.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • AGAIN:TRANSPARENCY IS KEY.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • CAUTIONWITH FACEBOOK CONTESTS.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • CREATEA SEPERATE FB-APP!MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • NOT ALL COOKIES TASTE GOOD.COOKIES. AND CONSENT.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • TYPESOF COOKIES?MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • BELGIANLEGISLATION.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • IMPLICITCONSENT.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • EXPLICITCONSENT.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • VIABROWSER?MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • DUTCHLEGISLATION.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • EXPLICITCONSENT!MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • STRICTREGIME: CHAOS.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • COOKIEMOBILE APP: COMING SOONMYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEXCHECK COOKIERECHT.BE
  • COOKIEMOBILE APP: COMING SOONMYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEXCHECK COOKIERECHT.BE
  • SCREENSMYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • FREE APPWWW.COOKIEAPP.EUMYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEXCHECK COOKIERECHT.BE
  • +LAW IS A MARKETING TOOL.TELL ME MORE!MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • LAWAND MARKETING:MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • USELAW AS A MARKETING TOOL.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • DON’THIDE LEGAL INFORMATION:MAKE THEM READABLE.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • NOTEVERYONE TRUSTS YOU/YOUR ONLINE CAMPAIGN.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • SO, GIVEthem reassurance.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • +NO SPELLING MISTAKES.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • +NO CONFUSION.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • +NO CHEAP DESIGN.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • +NO LEGAL UNCERTAINTY.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • =MORE CONVERSION.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • ASK NOT WHAT YOUCAN DO FOR THE LAW.ASK WHAT THE LAWCAN DO FOR YOU.MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX
  • Q&ABY MATTHIAS DOBBELAEREPARTNER AT MYLEX, ICT-JURIST AT BECOMMERCE AND BOARD MEMBER FEWEBFOLLOW US VIA TWITTER (@MYLEX) oR FACEBOOK (/MYLEX).MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX