The document discusses key aspects of implementing a citizen-centric approach to comply with GDPR regulations. It emphasizes putting citizens at the heart of data protection strategies by focusing on principles like transparency, accountability, empowerment, and distributing risks and responsibilities across organizations. It discusses how organizations can rebalance control of personal data through consent management platforms like Consentric that support rights like access, erasure, and portability. Taking a citizen-centric approach can help inspire trust and enable data sharing and growth if benefits and privacy controls are clear.
Driving Digital Performance: Data—The Fuel Injection!Vivastream
This document discusses how using offline customer data can improve digital marketing performance. It begins by stating that how data is used is more important than the amount. Later sections discuss how offline data provides more dimensions about customers than just online behaviors and demographics. Integrating offline transaction history, attitudes, sociographics and psychographics with online data can provide a more holistic view of customers to improve targeting and drive better results. Case studies show how using offline donor data in multichannel campaigns and filtering online search with offline attributes led to increased donations and more qualified website leads. The document concludes by describing how one company evolved to integrate both offline and online channels by connecting customer identities and data across channels.
3Di is a digital media division of Beyond that specializes in email advertising and lead generation. It has over 10 years of experience in these fields and represents hundreds of publishers. Email remains the preferred channel for permission-based promotional messages and is critical for customer acquisition. 3Di offers various email advertising and lead generation opportunities, including premium lists, performance email, and cost-per-lead programs that allow for advanced targeting and integration with CRM systems.
We all want to increase our conversion rates, but it often requires hard work and a long process to come up with the right hypothesis and tests to find the changes that will actually lead to great results.
Sometimes all you need is some fresh ideas and a little inspiration from others. That is why we will be taking a closer look at some of favorite case studies on conversion optimization.
Join us for a webinar as Neil Patel discusses how several successful companies have optimized their conversion rates and what we can learn from them.
In this webinar, we will discuss:
- How 31 companies have increased conversion rates by making simple changes to their headlines, copy, and even full-on redesigns
- How you can use this knowledge to increase your conversion rates
- Why some copy changes increase conversion rates while others repel visitors
InsideView was Founded in 2005 …With the purpose to help increase SALES productivity by delivering relevant and timely company and contact intelligence to businesses.
NO MARKETING CHANNEL CAN STAND ALONE
WHAT EVERY YOU DO OFFLINE WILL INFLUENCE ONLINE LEAD GENERATION
TIME PRESSURE IS SHORTING LEAD CYCLES & SALES CYCLES
JUST BEING IN THE CHANNEL ISN'T ENOUGH A CONSISTENT, CLEAR, COMPELLING & CREDIBLE MESSAGE IS A MUST
Main Line Internet Marketing and Social Media Meetup from June 12, 2013. This intro presentation laid the groundwork for an evening of conversation around Inbound Marketing and the HubSpot Inbound Marketing platform.
Are you scratching your head wondering what you might have missed in the world of Search Marketing this year? You’re not alone. The nation’s Most Influential PPC Expert himself- Larry Kim, Founder & CTO of WordStream is joining forces with Jordan Koene, Vice President & Chief Evangelist at Searchmetrics! They will reveal their top 5 takeaways for 2015, in this whirl wind tour of all things Search Marketing!
4 Things Every B2B Marketer Should Know About Programmatic Ads Demandbase
The future of programmatic ad buying for B2B is now. Programmatic for B2B is not just about automated media buying or audience building, it’s about automating the workflow and reducing ad waste between the systems. B2B Programmatic is a race to the top, connecting ads to marketing automation and website personalization to CRM systems in order to drive opportunities further down the funnel.
Louis Moynihan, VP of Strategic Alliances at Demandbase, and Jenifer Metz, Global Demand Generation at CSC, will show you where B2B programmatic advertising is headed and how it is impacting the B2B landscape.
In this webinar, we will cover:
A strategic overview of the Programmatic Advertising Landscape
What is next for programmatic advertising?
What Account-Based Re-targeting is and its impact
How to deliver full-funnel B2B ad experiences
Customer examples of B2B Re-targeting success
Driving Digital Performance: Data—The Fuel Injection!Vivastream
This document discusses how using offline customer data can improve digital marketing performance. It begins by stating that how data is used is more important than the amount. Later sections discuss how offline data provides more dimensions about customers than just online behaviors and demographics. Integrating offline transaction history, attitudes, sociographics and psychographics with online data can provide a more holistic view of customers to improve targeting and drive better results. Case studies show how using offline donor data in multichannel campaigns and filtering online search with offline attributes led to increased donations and more qualified website leads. The document concludes by describing how one company evolved to integrate both offline and online channels by connecting customer identities and data across channels.
3Di is a digital media division of Beyond that specializes in email advertising and lead generation. It has over 10 years of experience in these fields and represents hundreds of publishers. Email remains the preferred channel for permission-based promotional messages and is critical for customer acquisition. 3Di offers various email advertising and lead generation opportunities, including premium lists, performance email, and cost-per-lead programs that allow for advanced targeting and integration with CRM systems.
We all want to increase our conversion rates, but it often requires hard work and a long process to come up with the right hypothesis and tests to find the changes that will actually lead to great results.
Sometimes all you need is some fresh ideas and a little inspiration from others. That is why we will be taking a closer look at some of favorite case studies on conversion optimization.
Join us for a webinar as Neil Patel discusses how several successful companies have optimized their conversion rates and what we can learn from them.
In this webinar, we will discuss:
- How 31 companies have increased conversion rates by making simple changes to their headlines, copy, and even full-on redesigns
- How you can use this knowledge to increase your conversion rates
- Why some copy changes increase conversion rates while others repel visitors
InsideView was Founded in 2005 …With the purpose to help increase SALES productivity by delivering relevant and timely company and contact intelligence to businesses.
NO MARKETING CHANNEL CAN STAND ALONE
WHAT EVERY YOU DO OFFLINE WILL INFLUENCE ONLINE LEAD GENERATION
TIME PRESSURE IS SHORTING LEAD CYCLES & SALES CYCLES
JUST BEING IN THE CHANNEL ISN'T ENOUGH A CONSISTENT, CLEAR, COMPELLING & CREDIBLE MESSAGE IS A MUST
Main Line Internet Marketing and Social Media Meetup from June 12, 2013. This intro presentation laid the groundwork for an evening of conversation around Inbound Marketing and the HubSpot Inbound Marketing platform.
Are you scratching your head wondering what you might have missed in the world of Search Marketing this year? You’re not alone. The nation’s Most Influential PPC Expert himself- Larry Kim, Founder & CTO of WordStream is joining forces with Jordan Koene, Vice President & Chief Evangelist at Searchmetrics! They will reveal their top 5 takeaways for 2015, in this whirl wind tour of all things Search Marketing!
4 Things Every B2B Marketer Should Know About Programmatic Ads Demandbase
The future of programmatic ad buying for B2B is now. Programmatic for B2B is not just about automated media buying or audience building, it’s about automating the workflow and reducing ad waste between the systems. B2B Programmatic is a race to the top, connecting ads to marketing automation and website personalization to CRM systems in order to drive opportunities further down the funnel.
Louis Moynihan, VP of Strategic Alliances at Demandbase, and Jenifer Metz, Global Demand Generation at CSC, will show you where B2B programmatic advertising is headed and how it is impacting the B2B landscape.
In this webinar, we will cover:
A strategic overview of the Programmatic Advertising Landscape
What is next for programmatic advertising?
What Account-Based Re-targeting is and its impact
How to deliver full-funnel B2B ad experiences
Customer examples of B2B Re-targeting success
Social CRM involves using social media data and insights to personalize customer experiences. It allows companies to take a proactive rather than reactive approach by understanding customers across different online interactions and channels. Successful Social CRM requires integrating these digital insights into existing CRM systems to deliver a unified view of customers.
XWEBSEO provides internet marketing services such as SEO, SEM, and PPC to help businesses tap into online marketing channels. Their mission is to connect clients globally through harnessing the power of the internet. They offer various plans priced from $750 to $10,000 per month that include keywords, articles, press releases, and social bookmarking. Contact information is provided for clients to get started on an effective internet marketing campaign.
For years now, the lead capture form has been a favorite tool in the marketer's tool belt. But do forms actually work? We wanted to use data to explore how today’s lead forms are performing, as well as how leads and customers like using traditional communication channels associated with forms (i.e. phone and email). Learn more here: https://blog.drift.com/truth-about-forms/
All famous company profile v11.0 oct 21, 2013Pauline Pangan
This document provides an overview of online marketing services focused on social media. It discusses how social media has changed online marketing and the need to embrace platforms like social SEO, social CRM, social listening and social analytics to be successful. Specific services outlined include keyword management, branded content creation, social community engagement, paid advertising, and reporting and analytics. Social media marketing packages are presented at different levels (Starter, Business, Pro) with varying features such as number of blogs, social posts, and level of community engagement included. The overall message is that these social media marketing services can help companies lift their online marketing game and drive traffic, sales and ROI.
Customer expectations are evolving and brands are expected to be able to deliver meaningful personalization that can engage them through their customer journey. The effective use of a customer data platform (CDP) enables brands to address the new ‘paradigm of personalization’ for real business outcomes.
Even if you have access to manage multiple customer touchpoints (for ie. sales, accounts and service) to have a ‘single source of truth’ when it comes to customer data, have you been able to deliver a consistent, seamless and unfragmented customer experience based on that single source of truth at scale?
For marketers who are struggling with delivering more personalised, interactive and impactful experiences and campaigns, some help can be in the form of marketing automation.
In this session (https://youtu.be/MdxOTvbIEzk) you will learn:
How data sources are connected; how data needs to freely flow back and forth and how can this be activated by martech solutions for desired conversion results?
How a strong CDP strategy - with necessary processes in place, allows organizations to personalize the customer journey and deliver a seamless Customer Experience (CX
Today there has been a real shift in SEO towards content. Tap into keyword data to drive your content strategy and focus your budget on content that will drive significant gains in organic traffic.
We will work through specific tips and tricks that you can use today:
Identifying ‘winners & losers’ in your industry
Uncovering fast growing new competitors
Analysing your competitor's strengths
Mixing together a best-in-class content strategy to grow your traffic
Using Keyword Data To Crush Your Competition - SEMrush Webinar 2015Thomas Whittam
Today there has been a real shift in SEO towards content. Tap into keyword data to drive your content strategy and focus your budget on content that will drive significant gains in organic traffic.
We will work through specific tips and tricks that you can use today:
Identifying ‘winners & losers’ in your industry
Uncovering fast growing new competitors
Analysing your competitor's strengths
Mixing together a best-in-class content strategy to grow your traffic
Strategies to Drive Web Traffic in the Real Estate WorldRand Fishkin
Rand's presentation at Inman Connect 2017, on how SEO, social media, content, email, and advertising can work to successfully drive traffic to real estate websites.
All businesses should be taking advantage of the internet for marketing their brand, generating leads, nurturing their existing customers, and reducing expense. Find out what major components are important for an overall internet marketing strategy.
Enterprise social networking can address top business challenges like disengaged employees, inefficient collaboration, and sustaining growth. It leads to higher employee engagement and profits by making workers feel more connected. Inefficient collaboration costs businesses over 20% in lost productivity annually. Enterprise social increases collaboration and speeds up knowledge sharing. It helps businesses listen better and adapt more quickly to drive growth.
Cameron Uganec - Humans First: 4 Rules to Simplify Your Marketing StrategyJulia Grosman
1. The document provides 4 rules for simplifying marketing strategy: put humans first, fall in love with customer problems, see humanity as enduring not a trend, and embrace social evolution.
2. It discusses how brands like Airbnb, AccorHotels, and others focus on human needs like relationships, social belonging, trust, and empathy in their marketing.
3. The key takeaway is that focusing on universal human motivations through listening, relationships, community, and trust will lead to winning marketing strategies, while short-term technology solutions are distracting.
How to really tie your digital PR strategy to tangible SEO goalsJames Watkins
James Watkins' deck on 'How to REALLY tie your digital PR strategy to tangible SEO goals' - presented at Brighton SEO's Online PR Show on Wednesday 9 December 2020.
Advances in technology have created a new B2B marketing paradigm. In this presentation, Malcolm Friedberg and Adam Needles address how to create a holistic demand generation strategy in response to changes in the B2B buying process.
Driving Enrollment Quality with Multi-Channel MarketingLinkedIn
Michael McEuen, Director of Marketing at AdStage, gave a presentation on driving better enrollment quality with multi-channel marketing. He covered elements of an effective education marketing stack including data programs, infrastructure, and CRM. He discussed setting up cross-network tracking and optimizing marketing across the entire enrollment funnel. McEuen also reviewed different cross-channel attribution models and took questions from Liz Rossi of Pearson.
At the LinkedIn Financial Services Breakfast, our presenters aimed to showcase how sales professionals can leverage the LinkedIn database to foster profitable relationships in a more intelligent way.
Cheetah Digital and Return Path webinar_ Five killer tips for Email Deliverab...Cheetah Digital
In this webinar Spencer Kollas, VP of Global Deliverability Services at Cheetah Digital, and Guy Hanson, Senior Director of International Consulting at Return Path, uncovered the key tips to ensure your email campaigns end up in the inbox.
Chip Reno and Ed Sarausad UW TMBA CapstoneChip Reno, MBA
Technology MBA program at UW for Chip Reno and Ed Sarausad's capstone project using real data collected from various IBM teams. This presentation walks through the data sources, methodology, findings, and other studies conducted by Chip and Ed beyond initial digital marketing analysis.
The document discusses how GPJ needs to embrace digital marketing to remain effective. It notes that investments in content marketing, social media, and digital experiences have become essential for B2B and B2C brands to drive awareness, engagement, and sales. Both corporate customers and users now behave like consumers and expect consumer-like digital experiences. The document recommends that GPJ create social media content and mobile tools to enhance events and provide after-sales support through digital channels.
Anti Hype: Measuring What Counts for Your Business in Social MediaDave Wieneke
The document provides guidance on measuring social media effectiveness for businesses. It discusses how measurement is vital for understanding social return on investment. Various metrics are presented for segmenting social media traffic and attributing leads to specific keywords and sources. The document emphasizes connecting social media metrics to marketing goals and departments within an organization. It provides tips on setting goals, tagging links, and gaining greater visibility for social media efforts.
Social CRM involves using social media data and insights to personalize customer experiences. It allows companies to take a proactive rather than reactive approach by understanding customers across different online interactions and channels. Successful Social CRM requires integrating these digital insights into existing CRM systems to deliver a unified view of customers.
XWEBSEO provides internet marketing services such as SEO, SEM, and PPC to help businesses tap into online marketing channels. Their mission is to connect clients globally through harnessing the power of the internet. They offer various plans priced from $750 to $10,000 per month that include keywords, articles, press releases, and social bookmarking. Contact information is provided for clients to get started on an effective internet marketing campaign.
For years now, the lead capture form has been a favorite tool in the marketer's tool belt. But do forms actually work? We wanted to use data to explore how today’s lead forms are performing, as well as how leads and customers like using traditional communication channels associated with forms (i.e. phone and email). Learn more here: https://blog.drift.com/truth-about-forms/
All famous company profile v11.0 oct 21, 2013Pauline Pangan
This document provides an overview of online marketing services focused on social media. It discusses how social media has changed online marketing and the need to embrace platforms like social SEO, social CRM, social listening and social analytics to be successful. Specific services outlined include keyword management, branded content creation, social community engagement, paid advertising, and reporting and analytics. Social media marketing packages are presented at different levels (Starter, Business, Pro) with varying features such as number of blogs, social posts, and level of community engagement included. The overall message is that these social media marketing services can help companies lift their online marketing game and drive traffic, sales and ROI.
Customer expectations are evolving and brands are expected to be able to deliver meaningful personalization that can engage them through their customer journey. The effective use of a customer data platform (CDP) enables brands to address the new ‘paradigm of personalization’ for real business outcomes.
Even if you have access to manage multiple customer touchpoints (for ie. sales, accounts and service) to have a ‘single source of truth’ when it comes to customer data, have you been able to deliver a consistent, seamless and unfragmented customer experience based on that single source of truth at scale?
For marketers who are struggling with delivering more personalised, interactive and impactful experiences and campaigns, some help can be in the form of marketing automation.
In this session (https://youtu.be/MdxOTvbIEzk) you will learn:
How data sources are connected; how data needs to freely flow back and forth and how can this be activated by martech solutions for desired conversion results?
How a strong CDP strategy - with necessary processes in place, allows organizations to personalize the customer journey and deliver a seamless Customer Experience (CX
Today there has been a real shift in SEO towards content. Tap into keyword data to drive your content strategy and focus your budget on content that will drive significant gains in organic traffic.
We will work through specific tips and tricks that you can use today:
Identifying ‘winners & losers’ in your industry
Uncovering fast growing new competitors
Analysing your competitor's strengths
Mixing together a best-in-class content strategy to grow your traffic
Using Keyword Data To Crush Your Competition - SEMrush Webinar 2015Thomas Whittam
Today there has been a real shift in SEO towards content. Tap into keyword data to drive your content strategy and focus your budget on content that will drive significant gains in organic traffic.
We will work through specific tips and tricks that you can use today:
Identifying ‘winners & losers’ in your industry
Uncovering fast growing new competitors
Analysing your competitor's strengths
Mixing together a best-in-class content strategy to grow your traffic
Strategies to Drive Web Traffic in the Real Estate WorldRand Fishkin
Rand's presentation at Inman Connect 2017, on how SEO, social media, content, email, and advertising can work to successfully drive traffic to real estate websites.
All businesses should be taking advantage of the internet for marketing their brand, generating leads, nurturing their existing customers, and reducing expense. Find out what major components are important for an overall internet marketing strategy.
Enterprise social networking can address top business challenges like disengaged employees, inefficient collaboration, and sustaining growth. It leads to higher employee engagement and profits by making workers feel more connected. Inefficient collaboration costs businesses over 20% in lost productivity annually. Enterprise social increases collaboration and speeds up knowledge sharing. It helps businesses listen better and adapt more quickly to drive growth.
Cameron Uganec - Humans First: 4 Rules to Simplify Your Marketing StrategyJulia Grosman
1. The document provides 4 rules for simplifying marketing strategy: put humans first, fall in love with customer problems, see humanity as enduring not a trend, and embrace social evolution.
2. It discusses how brands like Airbnb, AccorHotels, and others focus on human needs like relationships, social belonging, trust, and empathy in their marketing.
3. The key takeaway is that focusing on universal human motivations through listening, relationships, community, and trust will lead to winning marketing strategies, while short-term technology solutions are distracting.
How to really tie your digital PR strategy to tangible SEO goalsJames Watkins
James Watkins' deck on 'How to REALLY tie your digital PR strategy to tangible SEO goals' - presented at Brighton SEO's Online PR Show on Wednesday 9 December 2020.
Advances in technology have created a new B2B marketing paradigm. In this presentation, Malcolm Friedberg and Adam Needles address how to create a holistic demand generation strategy in response to changes in the B2B buying process.
Driving Enrollment Quality with Multi-Channel MarketingLinkedIn
Michael McEuen, Director of Marketing at AdStage, gave a presentation on driving better enrollment quality with multi-channel marketing. He covered elements of an effective education marketing stack including data programs, infrastructure, and CRM. He discussed setting up cross-network tracking and optimizing marketing across the entire enrollment funnel. McEuen also reviewed different cross-channel attribution models and took questions from Liz Rossi of Pearson.
At the LinkedIn Financial Services Breakfast, our presenters aimed to showcase how sales professionals can leverage the LinkedIn database to foster profitable relationships in a more intelligent way.
Cheetah Digital and Return Path webinar_ Five killer tips for Email Deliverab...Cheetah Digital
In this webinar Spencer Kollas, VP of Global Deliverability Services at Cheetah Digital, and Guy Hanson, Senior Director of International Consulting at Return Path, uncovered the key tips to ensure your email campaigns end up in the inbox.
Chip Reno and Ed Sarausad UW TMBA CapstoneChip Reno, MBA
Technology MBA program at UW for Chip Reno and Ed Sarausad's capstone project using real data collected from various IBM teams. This presentation walks through the data sources, methodology, findings, and other studies conducted by Chip and Ed beyond initial digital marketing analysis.
The document discusses how GPJ needs to embrace digital marketing to remain effective. It notes that investments in content marketing, social media, and digital experiences have become essential for B2B and B2C brands to drive awareness, engagement, and sales. Both corporate customers and users now behave like consumers and expect consumer-like digital experiences. The document recommends that GPJ create social media content and mobile tools to enhance events and provide after-sales support through digital channels.
Anti Hype: Measuring What Counts for Your Business in Social MediaDave Wieneke
The document provides guidance on measuring social media effectiveness for businesses. It discusses how measurement is vital for understanding social return on investment. Various metrics are presented for segmenting social media traffic and attributing leads to specific keywords and sources. The document emphasizes connecting social media metrics to marketing goals and departments within an organization. It provides tips on setting goals, tagging links, and gaining greater visibility for social media efforts.
Using Predictive Analytics Every Stage Of The Buyer's JourneyG3 Communications
This document summarizes a webinar about using predictive analytics at every stage of a buyer's journey. It discusses how predictive analytics can be used to find the most sales-ready leads, identify customers most likely to buy more or churn, and discover new prospects. Various companies explain how predictive analytics has helped them increase win rates, improve lead volumes and conversions, reduce costs per opportunity, and boost sales by focusing on high-value accounts and lead segments. The webinar highlights how predictive analytics is becoming widely adopted in marketing as more data becomes available and organizations look to dramatically improve performance.
Craig Rispin Keynote for Cincom 16 December 2016Craig Rispin
The document discusses trends in marketing, sales, and business including the convergence of marketing and sales, the importance of thought leadership, and changing buyer-seller dynamics. It provides examples of large companies that own no assets in their industries. The document encourages learning from sales and marketing experts and adopting new approaches like social selling. It addresses upcoming technologies like machine learning and trends in enterprise software and marketing technology.
Hillingdon Council business initiative, launched in association with GoogleHillingdon Council
Speed up during the slowdown! Presentation slides from the seminar to help small businesses get online, reach new customers and increase revenues, hosted by Hillingdon Council in association with Google, November 2009.
Digital Doomsday - Mobile, Email and Social Media Webinar from Signal and You...signalhq
Digital Doomsday: The end of Mobile, Email and Social Media Marketing as you know it
In this informative and instructive webinar, leading agency Young & Rubicam joins us to highlight ways leading brands are achieving better results by marketing across channels.
It is becoming less effective to market within silos, as consumers cross channels to research, browse and buy all manner of products and services. Response, results and ROI all suffer, to say nothing of the redundancies and inefficiencies of using separate systems for multiple channels. The problem is well documented; however, the path forward is less clear. Digital marketers of all stripes will learn practical ways of tapping into the opportunities presented by emerging cross channel marketing solutions.
The document discusses a webinar on using buyer personas, buyer journeys, and content maps to fill a company's 2017 marketing pipeline with quality leads. It provides an overview and agenda for the webinar, introduces the speakers, and previews the topics to be covered including developing buyer personas from customer interviews, mapping the buyer journey process, and assessing content gaps through a content map that crosses personas with the buyer journey.
Achieving your objectives via LinkedIn's Marketing SolutionsLinkedIn Europe
What’s your business objective? Generating leads? Building awareness, consideration or preference? Building a community? Driving advocacy? Whichever professional audience you’re trying to target, and whatever objective you are aiming to fulfill by targeting them, LinkedIn can provide you with a solution that’s rooted in a precise understanding of how they behave on our platform.
That’s the promise of the webinar that I’ll be presenting alongside Lucie Durnford on Thursday August 27th. It’s called Achieving your Objectives via LinkedIn Marketing Solutions – and it will showcase the many different ways in which we can leverage unique understanding of our members to help you achieve your goals.
According to Gartner, each year businesses see 1/5th of their marketing budgets go to waste due to inaccurate data and reporting that leads to ineffective marketing decisions and under-performing campaigns. In this presentation, we will guide you through a proven and efficient process that standardizes the tracking and measurement of marketing campaigns. By eliminating siloes, boosting productivity, and addressing existing and future data accuracy challenges, this approach ensures reliable insights that drive informed decisions and deliver higher marketing return on investment (ROI).
This deck was created to showcase some of the various tools and capabilities that our company has. The deck is segmented in to pieces so that a salesperson can select the content that is relevant to their pitch.
I designed the entire deck, based off of a template that was company approved previously. The wheel concept allows for interactivity, and serves as a link to each segment. The overall style is somewhat sterile since it is made for a corporate setting, but I think overall it has a nice and clean aesthetic.
The output of a convert stage is the leads . About 60% of leads can be converted as Customers which enhances the field of digital marketing.Inbound Marketing is based on a funnel model.
Convenience is king, with billions of products available at the push of a button, how does your business compete? Professional services, retail, wellness, and more are all being bought, sold, and delivered with more frequency than ever. Are you providing a smooth experience for your customers and clients online?
More and more people are doing all their online activities from a smartphone. With more competitive information available than ever before, consumers are better educated on the numerous providers available. Finding, building, and maintaining online client relationships is now a necessity. If your online experience does not make it easy for them, they will go elsewhere.
With a cohesive strategy, a well-designed website, and traffic generating activities including paid ads and organic social media, you can Make It Easy for your customers to find and buy from you.
According to Gartner, each year businesses see 1/5th of their marketing budgets go to waste due to inaccurate data and reporting that leads to ineffective marketing decisions and under-performing campaigns. In this presentation, we will guide you through a proven and efficient process that standardizes the tracking and measurement of marketing campaigns. By eliminating siloes, boosting productivity, and addressing existing and future data accuracy challenges, this approach ensures reliable insights that drive informed decisions and deliver higher marketing return on investment (ROI).
Account-Based Nurturing: Strategies For Turning Target Accounts Into Customer...G3 Communications
This document provides an overview and summary of an account-based nurturing webinar. It discusses strategies for turning target accounts into customers, including always-on nurturing versus campaign-based approaches, account-based advertising, account-based retargeting, social account nurturing, personalization, and email nurturing tailored to accounts. It also provides an example case study of how one company implemented an account-based nurturing strategy and saw a 44% lift in target accounts over the campaign life.
While many publishers are trying to “pivot” towards paid models, subscriber-first has always been in the venerable brand’s DNA. SVP of Digital Media and Content Mark Beard explains how the company’s outsized social reach, its innovative mobile apps, sites and even Snapchat and audio editions – keep their eye on the long game of building a loyal, long term, paying Economist loyalist.
The document outlines a relaunch strategy for AdSize in 2017. It includes a review of competitors, proposed media mix, marketing tools, and budgets. The strategy focuses on acquisition, retention, and loyalty programs. Key elements include developing a consumer loyalty program, integrating systems to collect consumer personal data, and implementing acquisition and retention campaigns across online, offline, TV, print and digital channels. The total proposed budget is 81.6 million rubles. The goal is to increase sales from an initial 3 million units to a potential 9 million units per quarter after implementing the relaunch strategy.
The document discusses approaches to customer acquisition and lead generation. It outlines a traditional approach versus a proposed approach. The proposed approach involves lead generation through online channels. It then discusses nurturing leads by segmenting them, scoring their online activities, and developing a lead conversion index. This helps identify the characteristics of leads most likely to convert and allows for targeted nurturing messages. The approach aims to improve lead qualification rates and conversions while lowering acquisition costs.
Social has played an essential, introductory role in brands’ digital transformation. It has shown tangible results and allowed to track change and progress.
But how can you leverage any social media operation to transcend beyond its direct impact? This webinar explores the future and evolution of content studios, from social only to full-on digital.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
2. Today’s speakers …
Jamie Walker
Client Services Director
equimedia
Tiffany Stubbs
Group Account Director
equimedia
Jonathan Moore
Head of SEO
equimedia
J Cromack
CEO
Wood for Trees
Marc Ryan
Regional Account Director
Global Media
Rob Mansfield
Digital Strategy Expert
Age UK
7. We’re continuing to see growth in key
online channels
Source: equimedia internal data, 2017
8. Google benchmark data can help when
reviewing results
Top Medium Long Tail
Clicks 335,000 51,500 10,500
Click Through Rate 18.9% 6.9% 4.7%
Cost $119,000 $68,400 $14,300
Cost per Click $0.35 $1.33 $1.36
Impressions 1,775,000 725,000 225,000
Source: Google internal data, 2017
14. Combine media channels and targeting
techniques to reach potential supporters
Time
PricePlace
15. Total advertising spend appears to be falling YoY
Despite this, investment in traditional media remains a large portion of
the spend
Conversion-focused online channels like PPC form the basis of online
strategies – due to Google funding
As a result of changing consumer behaviour, budgets are shifting
towards Paid Social
Successful campaigns blend owned, earned and paid activity to reach
the target audience and convert them
33. Content groupings for clarity
CG1 – Site Section
CG2 – Sub Folder
Further reading: https://goo.gl/K6IrA7
34. Charity example
18K
82K
45K
0K 10K 20K 30K 40K 50K 60K 70K 80K 90K
Jun-17
Information Awareness Commercial
Aggregate pages into
easy to understand
clusters
35. Use events for micro conversions
✓ ✓ ✓ ✓
Micro goals Macro goals
Funnel
PDF Downloads Scroll Tracking Social Media Shares Donations
Further reading: https://goo.gl/jfRrBi
36. 1. Category – NavClicks
2. Label – {Anchor Text
Destination}
3. Action - Click
Use events to discover intentions
Event syntax
Further reading: https://goo.gl/dEc44
37. Device category as secondary
dimension
Further reading: https://goo.gl/7b9xsX
40. Channel groupings
Segment channels
Content groupings
Segment website
Custom dimensions
Segment users
Events
Measure micro conversions
Tying it all together
41.
42.
43.
44. Creating new time for advertisers
-36M
Owned Audio
+44M
Accessed Audio
Source: MIDAS Spring 2015 - 2016
Time Spent Listening Hours (weekly)
Ownership to Access
45. Digital audio is listened to by people of all ages
21.9m streaming digital audio
Source: MIDAS Survey Summer 2016
25%
15-24 25-34
22%
35-54
35%
55+
18%
50. Bringing the strengths of audio to digital
AUDIO EMOTIVE
RESPONSE
BRAND
BUILDING
MULTITASKER
BEST FRIEND
LOW AD
AVOIDANCE
COST
EFFICIENT
REACH
CONNECTED
TO INTERNET
RIGHT TIME RIGHT PLACE RIGHT AUDIENCE REPORTINGDIGITAL
51. Regional Targeting Options
STANDARD GEO
TARGETED AREAS
INFERRED AGE
DEMOGRAPHICS
18-24, 25-40, 40+
TOPLINE
KRUX AUDIENCE
GROUPS
TIME & DAY
GENRE
WEATHER BASED
DYNAMIC AUDIO
RETARGETING
DEVICE
LOOKALIKE
AUDIENCES
(BOOST)
52. KRUX Audience Groups (National Scale)
DEMOGRAPHICS
MALE
FEMALE
AB
ABC1
C2DE
18-24
25-34
34-44
45-54
55-64
65+
PERSONAL
FINANCE
SWITCHER/DEAL SEEKER
COUPON HUNTER
HH BUDGET CONTROLLER
RECENT HOUSE MOVER
LOAN SEEKER
PROPERTY SEEKER
MORTGAGE SEEKER
LANDLORDS
LIFESTAGE
HHWC
STUDENT
MARRIED
SINGLE
CAREER CLIMBER
MUM
HOME OWNER
ENTERTAINMENT
MUSIC LOVER
MOVIE LOVER
HOME ENTERTAINMENT FAN
CULTURE VULTURE
LIVE EVENTS/TICKET SEEKER
GAMING ENTHUSIAST
CELEBRITY FOLLOWER
TRAVEL
TRAVEL ENTHUSIAST
TRAVEL INTENDER
WINTER SPORTS LOVER
BUDGET HOLIDAY SEEKER
BUSINESS TRAVELLER
DOMESTIC HOLIDAY SEEKER
CRUISER
SUN SEEKER
CITY BREAKER
5* TRAVELLER
LIFESTYLE
FASHIONISTA
HEALTH/FITNESS ENTHUSIAST
FAST FOOD LOVER
ORGANIC/ETHICAL SHOPPER
HEALTHY EATER
BUDGET SHOPPER
CONVENIENCE SHOPPER
GARDENING ENTHUSIAST
DIY ENTHUSIAST
AUTOS
NEW CAR SEEKER
FAMILY CAR SEEKER
LUXURY CAR SEEKER
HYBRID CAR SEEKER
COMMUTER
TECH
EARLY ADOPTER
ELECTRONICS INTENDER
PERSONAL TECH ENTHUSIAST
CAPITAL VISITOR
CAPITAL XTRA VISITOR
CLASSIC VISITOR
GOLD VISITOR
HEART VISITOR
LBC VISITOR
SMOOTH VISITOR
XFM VISITOR
WEBSITE
OVERLAPS
SUPERMARKETS
ISP PROVIDER
TV PROVIDER
MOBILE PROVIDER
MOBILE DEVICE
BRAND
OVERLAPS
53. Europe & Beyond
You can reach Europe and beyond and
we can handle all translations
65. How are you keeping on
top of new trends and
opportunities?
66. The majority of charities expect lots of
change over the next decade
Source: Charity Digital Skills report
67. Meet with your account team as early as possible to check chemistry
Agree attribution model from the outset
Clearly define roles and responsibilities when considering Paid Social
activity
Constantly review the impact of your ‘free’ Google money
Make time to look up, consider and discuss innovations and
opportunities with your agency
69. Getting Data Protection Right -Putting the Citizen at the heart of your GDPR strategy
J Cromack, CEO Wood for Trees & Co-founder MyLife Digital
6th July 2017
70. A little bit about us…
• Parent company, formed in 2015
• Mission: To empower individuals &
organisations to realise the meaning,
value & power of their consented data
• Rethinking personal data & informed
insight from informed consent
• BGF growth investment in 2016
• Developed & operates the Consentric
Trust platform
• First Consentric contracts won 2016
• Group Sales & Marketing, Technology,
ISMS & Finance functions
• Preferred Partner of UKCloud
• Awarded G-Cloud 9 Status
• 35 staff with HQ in Bath, UK
• Acquired in 2016 by MyLife Digital
• Domain expertise in sport
performance analytics & services
• Contracts in elite, international &
professional sport with NGBs, clubs &
broadcasters
• Established business & reputation in
the sector, with positive growth
• 30 staff
• HQ in Bath, UK
• Acquired in 2015 by MyLife Digital
• Domain expertise in charity
fundraising & marketing analytics &
services
• Serving over 70 charity clients,
including 25 of the UK top 50
• Established business & reputation in
the sector, with positive growth
• 30 staff
• HQ in Bath, UK
• Policy driven data exchange platform,
rebalancing the control of personal
data between the citizen and the
organisation
• Cloud-based permission
management platform
• Supports GDPR compliance for
processing of personal data including;
delete, amend, subject access
requests and right to erasure
• Population-scale & best practice ISMS
• Supports the clients of the analytics
practices
73. Charity Data LandscapeData Capture Sources:
1st Party: 212 (Off-line & On-line forms)
3rd Party: 11(incl. processors of forms, F2F
Agency, Just Giving etc)
Fundraising
CRM
Fundraising
Archive
Volunteers Retail
Operations 1:
Service User
Digital Employees
Databases:
7 Databases providing data for processing
purposes across the Charity organisation
74. We empower individuals & organisations to realise the
meaning, value & power of their consented data
Meaning = informed insight from informed consent
Value = benefit, money, value exchange, for individuals and organisations
Power = opportunity to inspire and drive change, both social and organisational
MyLife Digital: What we do
75. We have been preparing for citizen empowered consent since January 2015
We are driven by TRUST delivering the opportunity for GROWTH
We have developed our Consentric Platform to enable organisations to re-balance the control of
personal data
We partner with UKCloud – the UK’s fastest growing cloud services platform dedicated to Government
and NFP organisations. Number 1 in 2016 Sunday Times Tech Track 100
MyLife Digital: Who we are
76. DAVOS 2014: Made the case for change
Focused on disclosure and
often overwhelming
individuals with details.
Transparency
Oriented towards the
front-end of the value chain with
risks and responsibility residing
with the individual.
Accountability
Focused on information
dmaintaining ifferentials among a
concentrated set of actors.
Empowerment
Focused on engagement and
response. Providing
individuals with insight and
meaningful control.
Oriented throughout the value
chain (front-end to back-end)
with risks being equitably
distributed.
Distributed with shared incentives
for empowering individuals and
distributing value closer to the
source of data production (the
individual).
CURRENT APPROACH NEW PERSPECTIVE
77.
78. The "right to be forgotten" has a small but consistently
positive impact on the willingness to share, increasing it by
10% to 18%.
The most important takeaway from this study’s research is
this: Consumers want to share their data – if the benefits
and the privacy controls are right.
Boston Consulting Group
The Value of Our Digital Transparency
80. Citizen-centric
Recital 39: any information
and communication
relating to the processing
of those personal data be
easily accessible and easy
to understand, and that
clear and plain language be
used
Article 6: Lawfulness of
Processing
Article 7: Conditions for
Consent
Article 15-22: Facilitating
the rights of data subjects
to be exercised
Article 30: Records of
processing activities
81. Citizen-centric
Recital 39: The personal
data should be adequate,
relevant and limited to
what is necessary for the
purposes for which they
are processed
Recital 60: Where the
personal data are collected
from the data subject, the
data subject should also be
informed whether he or
she is obliged to provide
the personal data and of
the consequences, where
he or she does not provide
such data
82. Citizen-centric
Article 22: Automated
individual decision-making,
including profiling
Can be completed if:
2a) is necessary for
entering into, or
performance of, a contract
between the data subject
and a data controller;
2c) is based on the data
subject's explicit consent.
83. An opportunity for fundraising
1. Growth through Trust
2. Data foundation - joining up ‘Citizen’ touchpoints
3. ‘Consented data’ a success indicator for fundraising
84. A Strong Data Foundation: Single Citizen View
Profile
Transaction
History
Engagement
History
Sentiment
External Data
Sources
Enhancement
Data
Operational
Systems
Social
Media
Campaign
Data
Digital &
Mobile
Permission & Preference
Management
Data Aggregation
Data Hygiene
Unique IDs
Identify data
sources
Compliance & data
quality
Single Citizen
View
87. Data Processing Impact Assessments
1. What data has been collected?
2. Who is using/has access to the data?
3. When was the permission (if required) granted (time
stamp)?
4. Where was the data captured (source) and is it
stored?
5. Why is the data being collected (its purpose)?
• 6(1)(a) – Consent of the data subject
• 6(1)(b) – The performance of a contract
• 6(1)(c) – Compliance with a legal obligation
• 6(1)(d) – To protect the vital interests of a data subject
or another person
• 6(1)(e) – Performance of a task carried out in the
public interest or in the exercise of official authority
vested in the controller
• Plus…
‘5W’ GDPR framework 6 lawful reasons for processing the data.
Article 6(1)
88. 6(1)(f) Necessary for the purposes of legitimate interests pursued by the controller or a third
party, except where such interests are overridden by the interests, rights or freedoms of the
data subject. […taking into consideration the reasonable expectation of the data subject based
on their relationship with the controller.]
The processing of personal data for direct marketing purposes may be regarded as carried out
for a legitimate interest. [Recital 47]
This basis should not apply to the processing by public authorities in the performance of
their tasks.
Article 6(1)(f) & Recital 47 –
provides hope!
90. A way forward in terms of opt-in / opt-out
• Fundraising Regulator would like an opt-in approach
• DMA have confirmed that it is possible to maintain an opt-out approach (for Direct
Mail only)
• However, this to work within the confines of Legitimate Interest
91. Why should you bother?
• Charities need to ensure there is an evidenced based approach to
Legitimate Interest
• Data policies can then be defined and written in line with insight
• By defining user groups under Legitimate Interest cohorts – it also gives the
fundamental insights as to which target audience needs to be the focus of any
‘consent / reactivation’ communications.
92. Considerations for building a
Legitimate Interest case
Reactivation
Tenure
Channel /
Value
Reactivation volume
over time
Understand how long supporters
have historically been financial
supporters
Distinction for products /
giving methods
93. By identifying audience groups into areas of Legitimate
Interest we can:
Those supporters that have ‘transacted’ with the Charity within a
predetermined time period that is justifiable e.g. 3 yrs. So, Legitimate
interest to send DM
1.
2.
Those supporter cohorts that can be identified as reactivated
over a period of time e.g. 5-9 years.
Supporters that have engaged although no
consent or legitimate interest case can be
identified. Clear need to convert before May ‘18
Supporters on the database with no
ongoing relationship with the charity. No
communications. Remove?
3.
4.
• Evidence for Legitimate Interest
• Importantly, identifies the right
audience to focus on and
develop a communications
strategy
94. Email
SMS
Probably phone in the future, so get opt-in now
+
Mail, if a legitimate interest case cannot be built
+
The data subject needs to be given the right to object to processing their personal
data
Channel consent required under
PECR/GDPR for
95. Awareness & Training – Board sponsor, Programme Manager, Stakeholders, Systems Users
Identify data sources and stores across the organisation
Audit against the 5W framework and lawful basis for processing personal data, including a full
review of consent statements versus purpose for capturing and using personal data
Build your case for legitimate interests, data retention policy etc. Document all decisions, policy
and process and audit
Create unique IDs across all systems
Understand how you capture and manage on-going permissions
Build your communication strategy
High-level action plan
107. J CROMACK
CEO, Wood for Trees
T +44 (0) 1225 636 280 (Ext. 336)
M +44 (0) 7770 781 193
E getj@woodfortrees.net
W woodfortrees.net
CITIZEN HOUSE | CRESCENT OFFICE PARK | CLARKS WAY | RUSH HILL
BATH | BA2 2AF
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