Google Squared Online presentation given by David Reed, editor of DataIQ, at Google Town Hall on 16ht December 2015. An overview of how the new Regulation will change data-driven marketing and action points for marketers in 2016.

1. © Squared Online Confidential and Proprietary
Keep calm and carry on
Marketing and the new data protection regulation
Welcome

2. Marketing and the new Data Protection Regulation
© Squared Online Confidential and Proprietary

3. Marketing and the new Data Protection Regulation

4. Marketing and the new Data Protection Regulation

5. Marketing and the new Data Protection Regulation

6. Marketing and the new Data Protection Regulation

7. Marketing and the new Data Protection Regulation

8. Marketing and the new Data Protection Regulation

9. Marketing and the new Data Protection Regulation

10. Current Rights:
Personally Identifiable Information (PII)
Consent to cookies
Opt-in to email, phone, SMS
Opt-out from direct mail
Subject access request and error correction
MyData portability (voluntary in four sectors)
UK regulator (ICO)
Marketing and the new Data Protection Regulation

11. Current Rights:
Personally Identifiable Information (PII)
Consent to cookies
Opt-in to email, phone, SMS
Opt-out from direct mail
Subject access request and error correction
MyData portability (voluntary in four sectors)
UK regulator (ICO)
New Rights:
IP address, device ID, “digital fingerprinting”
Consent to data processing
Consent to marketing
Consent to profiling
Permission “shelflife”
Online data controls
Data portability
One-stop EU Regulation
Right to be Forgotten
Marketing and the new Data Protection Regulation

12. Marketing and the new Data Protection Regulation

13. Marketing and the new Data Protection Regulation

14. Marketing and the new Data Protection Regulation

15. Marketing and the new Data Protection Regulation

16. Current Data Management:
Personally Identifiable Information (PII)
Cookies notices
Permissioning by channel
Privacy policies
TPS, MPS, Suppression data screening
Data Protection Officer (limited)
Fines < £500,000
New Data Management:
Pseudonymised data, data fusion, big data
Legitimate interest data processing
Auditable marketing permissions
Profiling permissions
Timestamped data
Data retention/deletion policy
Data portability
Data Protection Officer (independent)
Fines < 2 - 5 % of global turnover
Marketing and the new Data Protection Regulation

17. Data-Driven Marketing 2016 To-Do List
Audit existing permissions
Test alternative permission statements
Audit privacy policies
Map data sources for marketing
Map the marketing journey and sequencing
Train marketers in data governance
Audit partners’/agencies’/media’s permissions and privacy policies
Implement data trackers
Build in date stamps to the database
Develop clear ROI by channel and data source
Avoid the regulator
Delight your customers!
Marketing and the new Data Protection Regulation

18. Q&A