How Marketo can tame the GDPR - Stephen Yeo - Adobe Summit 2019 - Marketo

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How Marketo can tame the GDPR data retention monster
Stephen Yeo | B2B Marketing Director

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Poor personal data stewardship damages brands and costs money
#AdobeSummit #MKTGnation

Reputational risk
The attack cost £42m to TalkTalk and 101,000
subscribers left in the aftermath of the attack.
On 5 October 2016, TalkTalk was fined £400,000 by
the Information Commissioner's Office for its
negligence on securing clients data.

Personal data stewardship is an opportunity for brands
Create and
Manage
Requests
Search and
Gather Data
Notify Request
Status
Review and
Release Data
Create a
Request
Receive
Confirmation
View / Export /
Update / Delete
Data

Don’t forget B2B and B2C rules are different!

B2B GDPR rules are less strict than B2C
If a contact falls under
1. Companies with ≥ 2 people
2. Limited liability partnerships ≥ 2 people
3. Government bodies
We can electronically market if the contact falls under legitimate interest if B2B

B2B exceptions: Legitimate interest
Direct Marketing is a legitimate interest if your message is linked to the recipients job
and industry
1. Security camera ▶ Security Manager
2. Projector ▶ AV Manager

Job Title Total
(blank) 13037
General Manager 4931
Managing Director 4704
Director 3633
ADMINISTRADOR UNICO 2248
Manager 2227
Algemeen directeur 1796
Senior IT Executive 1598
Other 1574
Director General 1498
IT Manager 1146
Proprietor 1053
MANAGING DIR 874
Managing Partner 849
Gerente 826
Human Res. Mgr 819
Purchasing Manager 819
Mgr. 752
Administrador 694
Gérant 687
Manager or Head of Department 679
RESPONSABILE IT 630
owner 626
ceo 620
Partner 615
Responsable Technique 542
Grand Total 109574
You probably have the data you need to start!
Job titles of all leads and sales opportunities
Use these to help define legitimate interest segments
Computers
Scanners

How campaigns are normally built
Audience lists are linked to a campaign
(one use only)
Audience list
selection
CAMPAIGN
EXECUTION Build logic
Build
artwork
Contact
database
Building a legitimate interest
group by hand each time is
very time consuming

Pre-defined audience segments are better for legitimate interest
Segments are part of the database and
can be used in many campaigns
Pre-defined
Audience
selection
CAMPAIGN
EXECUTION
Build
logic
Build
artwork
Contact
database
SEGMENT

Marketo segments are ideal for this
Their definition does not change (membership does). They can be used in any campaign.
SEGMENTS ARE USED TO DEFINE GROUPS OF
PEOPLE WHO FALL UNDER LEGITIMATE INTEREST

Segment definition example
Operations and Technical management in Universities
SIC = 8221 Colleges and Universities

This allows us to identify the individual in the crowd

Practical considerations
Data quality used for legitimate interest must have..
1. Mandatory - job descriptions
2. Ideal - SIC industry (using data enrichment)

You should keep personal data for the shortest possible time
You must store data for the shortest time possible. That period
should take into account the reasons why your company/organisation
needs to process the data, as well as any legal obligations to keep the
data for a fixed period of time (for example national labour, tax or anti-
fraud laws requiring you to keep personal data about your employees
for a defined period, product warranty duration, etc.)
Your company/organisation should establish time limits to
erase or review the data stored
Article 5(1)(e) and Recital (39) of the GDPR

How can you manage this with so much moving data?
70.7%
Our database grows by
about 40K people per year,
even after cleaning!
MARKETABLE
297,662

Steps to automate data retention policy
1
Create
your data
retention policy
2
Create
a database with a
single customer record
3
Whenever
a record is created/edited,
check (and update) the
deletion date
4
Regularly
Delete personal
data outside
the retention policy

1
Create
your data
retention policy

B2B data retention policy example
2 Years 3 Years 7 Years 10 Years Indefinitely
Competition entrants X
Marketing opt-ins Until opted out
Contact us sales forms, inbound
telephone sales inquiries, event
inquiries, gated content access
X
Request for call back X
Service site members
Until un-registers
from service site
Customer service calls, forms or
service specific emails X
Email, meeting, telephone call). X
Partner portal members
Until un-registers
from Partner Portal
Promotions X
Legitimate Interest X
ACTIVE REASONS
The contact put themselves in
the database
Each contact can belong to
different groups with different
retention policies. The most
advanced date wins in a
competition
PASSIVE REASONS
Marketing puts the contact in
the database
If a contact is not a member of
the other retention policy types,
then Legitimate Interest deletion
date is used

2
Create
a database with a
single customer record

Central database of personal information with retention rules
Awareness
Lead generation
Sales pipeline
Warranty registration
Customer service
SUSPECT
PROSPECTCUSTOMER
Partner Program

Create a single customer record
The deletion date is like a Visa expiry date
You are allowed to stay in our
database until this expiry date

2 deletion dates are needed in the contact record
PASSIVE REASON:
Deletion date set due to contact being entered
by marketing due to legitimate
interest.
ACTIVE REASONS:
Deletion date set due to contact actively doing
something.
“STRONGER” THAN LEGITIMATE INTEREST WHEN
COMPARED IN DELETION LOGIC
LEGITIMATE INTEREST DATE ONLY USED IF
CONTACT NOT A MEMBER OF ANY OTHER
RETENTION POLICY REASON

3
Whenever
a record is created/edited,
check (and update) the
deletion date

Each data retention category needs its own “motion detection”
LISTENING
CAMPAIGN 1
LISTENING
CAMPAIGN 2
LISTENING
CAMPAIGN 3

Listening campaign for each part in data retention policy
Whenever record updated or created, deletion date updated One set of campaigns to update deletion date
(for every part of retention policy)
LISTENING CAMPAIGN 1
RETENTION POLICY
ACTIVATES DELETION DATE
LEGITIMATE INTEREST
DELETION DATE

Example of a Data Retention policy processing rule to update deletion date
High level design Contact us web form identification deletion date population
Smart list
Flow

4
Regularly
Delete personal
data outside
the retention policy

Example of how to run annual data deletion

3 Data deletion steps
Identify contacts
outside data
retention policy
Check email and
appointments
with them
Final check
with Sales
1 2 3

(1) Identify people outside data retention policy
Legitimate
interest deletion date
Retention policy
activities deletion date
RETENTION POLICY ACTIVITY DELETION DATE
BEFORE TODAYS DATE?
RETENTION POLICY ACTIVITY DELETION DATE
EMPTY AND LEGITIMATE INTEREST DELETION
DATE BEFORE TODAYS DATE?
Deletion candidateDeletion candidate
YES YES
OR

(2) Check email and appointments (ongoing business relationship)
Most sales teams use Outlook for email and calendar
OUTSIDE SALESFORCE.COM AND MARKETO

Pass the deletion candidates list past Outlook
EMAILS OR
APPOINTMENTS
THE LAST 7
YEARS?
PASS TO SALES
FOR FINAL CHECK
UPDATE DELETION
DATE AND RETAIN
Candidates for deletion

(3) Final check with Sales before deletion
Sales have 1 month to check final deletion contacts
Still in list after 1 month?

Practical considerations
Labelling of personal data
when it enters your organisation
or is processed is essential
Your data retention policy is
linked to how often IT can
support deletion schedule
1 2

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Stephen Yeo
LinkedIn: stephenyeo/

B2B5
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feedback throughout the
customer lifecycle
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How Marketo can tame the GDPR - Stephen Yeo - Adobe Summit 2019 - Marketo

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