3 ways you're wasting your biddable media budget... and how to fix it!Smart Insights
How to maximize the returns from your biddable media budget
There are more opportunities to buy media than ever before but, do you know exactly where you’re spending your budget, what you’re spending it on and how to optimise your campaigns to get the best returns?
In this webinar, Sarah Barker, Head of Biddable Media at digital marketing agency Stickyeyes will take you through the three most common mistakes brands make when investing in biddable media and importantly…how to fix them.
You will learn:
- The minefield of marketing metrics and how you can use data to understand your audience
- Cross-channel cannibalisation and the danger of a silo-mentality
- Why last-click attribution isn’t the answer
- Risk-taking – why it’s not just for James Bond!
Digital transformation has been around for a while now but what it takes to be successful at it continues to change at pace. Here we look at the latest trends and how businesses are implementing them in real-world examples.
Using CDPs to get the most value from your customer data.
Learn how a Customer Data Platform works, what it makes possible, how to find the right CDP, and how to deploy successfully.
In this webinar we'll:
- Learn steps in building a strong customer data foundation
- Understand the benefits of using a Customer Data Platform
- Define key use cases supported by a CDP
- Know how to find the right CDP for your business
- Prepare for a successful CDP deployment
Discussion: The opportunities provided by AI for online search and merchandising
The way retailers have merchandised online stores hasn’t changed since the early days of E-
commerce, but it has now.
This presentation looks at the disruption and opportunities that come
from Artificial Intelligence and goes beyond the buzzwords to get to grips with how AI techniques
like machine learning and predictive analytics help to solve the complex problem of serving the
most relevant products in ALL cases.
You will learn how to
* Understand the scale of the challenge and the opportunity
* The limitations of traditional online merchandising
* How AI impacts online merchandising by improving search, coping with trends in real-time,
providing insights and making the work of merchandisers more productive and enjoyable
* How and why not all AI solutions are the same
* Make the organisational changes required to accommodate AI-based merchandising
Presenters : Dr Dave Chaffey, Smart Insights and Andrew Fowler, country manager, Apptus UK
Digital marketing transformation : Benchmarking your digital futureSmart Insights
In this member webinar hosted by digital strategist Dr Dave Chaffey, co-founder of Smart Insights explains techniques to help you review your digital capabilities, set your future direction and articulate strategy to colleagues.
You will learn how to:
> Discover the digital maturity of your business
> Define goals needed to achieve transformation
> Plan and prioritize activities to integrate digital
> Influence company culture and instil a process of continuous improvement
Includes examples from a range of sectors including leaders from some generally less mature industries such as Manufacturing, Aerospace and Defence, Higher Education, Financial Services, Engineering and Construction.
Discover the trends that will make an impact on your business at the start of the new decade.
Understand what consumers want from brand emails, the current email marketing trends and which ones will help you deliver on your business goals for 2020. Komal will take you on a journey of technology, psychology and creativity that will help you to create a powerful future-proofed email marketing strategy for this year and into the roaring twenties!
Pure360’s mission is to help marketers be the best they can be. With our webinar we will help you understand:
- Technology advances that you should be focussed on and those that you can afford to avoid.. for now...
- How to be human
- The importance of back to basics
Win more customers with an integrated marketing communications strategySmart Insights
Smart Insights’ Co-Founder, Dr Dave Chaffey, joins Julie Bordato of Salesforce for an in-depth look at how to win more customers with an integrated marketing communications and automation strategy.
On this webinar, you will learn from:
- Our mindtools to help you review your current approach.
- Automation examples, from simple to more advanced.
- A Q&A explaining where to start and how to optimize for better results.
3 ways you're wasting your biddable media budget... and how to fix it!Smart Insights
How to maximize the returns from your biddable media budget
There are more opportunities to buy media than ever before but, do you know exactly where you’re spending your budget, what you’re spending it on and how to optimise your campaigns to get the best returns?
In this webinar, Sarah Barker, Head of Biddable Media at digital marketing agency Stickyeyes will take you through the three most common mistakes brands make when investing in biddable media and importantly…how to fix them.
You will learn:
- The minefield of marketing metrics and how you can use data to understand your audience
- Cross-channel cannibalisation and the danger of a silo-mentality
- Why last-click attribution isn’t the answer
- Risk-taking – why it’s not just for James Bond!
Digital transformation has been around for a while now but what it takes to be successful at it continues to change at pace. Here we look at the latest trends and how businesses are implementing them in real-world examples.
Using CDPs to get the most value from your customer data.
Learn how a Customer Data Platform works, what it makes possible, how to find the right CDP, and how to deploy successfully.
In this webinar we'll:
- Learn steps in building a strong customer data foundation
- Understand the benefits of using a Customer Data Platform
- Define key use cases supported by a CDP
- Know how to find the right CDP for your business
- Prepare for a successful CDP deployment
Discussion: The opportunities provided by AI for online search and merchandising
The way retailers have merchandised online stores hasn’t changed since the early days of E-
commerce, but it has now.
This presentation looks at the disruption and opportunities that come
from Artificial Intelligence and goes beyond the buzzwords to get to grips with how AI techniques
like machine learning and predictive analytics help to solve the complex problem of serving the
most relevant products in ALL cases.
You will learn how to
* Understand the scale of the challenge and the opportunity
* The limitations of traditional online merchandising
* How AI impacts online merchandising by improving search, coping with trends in real-time,
providing insights and making the work of merchandisers more productive and enjoyable
* How and why not all AI solutions are the same
* Make the organisational changes required to accommodate AI-based merchandising
Presenters : Dr Dave Chaffey, Smart Insights and Andrew Fowler, country manager, Apptus UK
Digital marketing transformation : Benchmarking your digital futureSmart Insights
In this member webinar hosted by digital strategist Dr Dave Chaffey, co-founder of Smart Insights explains techniques to help you review your digital capabilities, set your future direction and articulate strategy to colleagues.
You will learn how to:
> Discover the digital maturity of your business
> Define goals needed to achieve transformation
> Plan and prioritize activities to integrate digital
> Influence company culture and instil a process of continuous improvement
Includes examples from a range of sectors including leaders from some generally less mature industries such as Manufacturing, Aerospace and Defence, Higher Education, Financial Services, Engineering and Construction.
Discover the trends that will make an impact on your business at the start of the new decade.
Understand what consumers want from brand emails, the current email marketing trends and which ones will help you deliver on your business goals for 2020. Komal will take you on a journey of technology, psychology and creativity that will help you to create a powerful future-proofed email marketing strategy for this year and into the roaring twenties!
Pure360’s mission is to help marketers be the best they can be. With our webinar we will help you understand:
- Technology advances that you should be focussed on and those that you can afford to avoid.. for now...
- How to be human
- The importance of back to basics
Win more customers with an integrated marketing communications strategySmart Insights
Smart Insights’ Co-Founder, Dr Dave Chaffey, joins Julie Bordato of Salesforce for an in-depth look at how to win more customers with an integrated marketing communications and automation strategy.
On this webinar, you will learn from:
- Our mindtools to help you review your current approach.
- Automation examples, from simple to more advanced.
- A Q&A explaining where to start and how to optimize for better results.
Top tips for driving leads and optimising conversions in 2020Smart Insights
Do you struggle to get customers to your site? Are you unsure where you should focus your time and resource when people actually start engaging with your content? Confused about where you should be collecting data and how to showcase success to your stakeholders?
Join Phil McGuin, Demand Generation Director and Will Garbutt, CRO and UX Manager from digital agency Stickyeyes as they show you how to maximise your end-to-end customer journey to create an amazing user experience that converts prospects and drives commercial success.
With experience in both B2B and B2C markets across a range of industries, they’ll draw on real-world case studies to show you:
- How you can engage customers with your website and proposition;
- The importance of acquisition mapping and capturing the right customer information;
- How to navigate your customers through their lifecycle stages to encourage conversion and advocacy; and
- Examples of the tools you can use and the data you should be collecting to measure and optimise success.
Best Practice To Take Your Digital Content And Brand GlobalSmart Insights
Join Smartling’s Director of Global Marketing, Annette Obermeier, as she shares best practices to make your content work for you across borders and have your translation budget work overtime.
Adobe Visitor Insights – How Adobe Used Its Experience Platform to Create Beh...Adobe
Adobe Visitor Insights takes behavioral data and turns it into real-time actions for its Digital Experience sales team. Read the whitepaper to learn how Adobe used it’s already-collected data and Experience Platform to create robust behavioral signals that have led to increased pipeline, new opportunities, and targeted conversations.
Which SEO techniques will become more important in 2016? This presentation by Steve Masters of Vertical Leap to the Smart Insights Digital Marketing Priorities Summit discusses how data analysis technique and new algorithmic techniques will be used to improve organic search visibility.
Zoe O'Neil of ClickThrough Marketing reviews the latest innovations in Google AdWords explaining the techniques you should audit to get the best ROI from AdWords in 2016.
Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2BReally B2B
If you couldn't make our B2B Marketing Fundamentals workshop at Marketing Week Live, or just want a refresher, check out our slides on the following topics:
• Revolutionising your B2B digital marketing strategy to create leads and revenue generation opportunities
• Using digital content marketing techniques to bolster leads and enhance conversion
• The role of social media in your B2B marketing strategy to support the sales funnel
Demystifying Shopping: Uncover buying patterns & optimize for profitMike Ryan
No matter your attribution model, Shopping has an inherent chaos in it: the clicked vs. bought dilemma, an effect of the consumer journey sometimes called “the messy middle”. This is compounded by widespread misuse of ROAS. Tracking and optimizing based on order profit allows you to both capture valuable consumer insight and get to the true business value of the channel. It is also a stepping stone to more advanced measurements like CLV.
- The ROAS pathology
- ROAS as a profit proxy / KPI surrogation
- an inverted view: ACOS
- decomposing ROAS
- AOV: was the order profitable?
- Conversion rate: what actually converted?
- The Messy Middle
- boundless digital shelf x human biases
- clicked vs. bought dilemma
- you will partly misattribute revenue to products & categories
- Two Birds, One Stone
- tracking order margin will help you understand what converted and how profitable that conversion was
- studying orders opens a wealth of potential consumer insight
- The Holy Grail
- Order margin as a gateway to CLV etc
Learn proven strategies to get more prospects into your sales funnel. In this webinar, we'll show you multiple ways to grow your email list and your sales lead funnel.
Topics Covered:
• The 'Agora Model' – a proven 'Client Acquisition Process' to generate more leads
• The characteristics of a successful offer
• The 3 hottest trends in B2B marketing today
• 6 Steps to creating irresistible B2B offers
• How to increase conversion rates on your landing pages
Presenter: Bob Bly
Grow Revenue with the Right Marketing StrategyMarketo
Today, mobile, social and cloud technologies are transforming the customer experience and putting customers in control. In this digital age, marketers must always be improving marketing execution with an eye toward growing revenue.
Listen in to our webinar with guest Laura Ramos, Vice President and Principal Analyst at Forrester Research, and Matt Zilli, Senior Director of Product Marketing at Marketo, to discover why the next wave of competitive advantage will favor firms that obsess over their customers’ experiences and deliver what buyers want before competitors do. Learn how marketing strategies that leverage automation can transform the customer experience and grow revenue in the digital age.
A Whole New Approach to Audiences in Today’s Privacy LandscapeTinuiti
From audience approach to reliable platforms and tracking measurement, Tinuiti and partners are here to help marketers update their strategies in the face of increased privacy. Join our exclusive series as we unpack the top priorities for your social media advertising in a year where everything is changing.
Leverage Real-Time Purchase Intent to Boost Sales & Customer GrowthTinuiti
From audience approach to reliable platforms and tracking measurement, Tinuiti and partners are here to help marketers update their strategies in the face of increased privacy. Join our exclusive series as we unpack the top priorities for your social media advertising in a year where everything is changing.
A presentation delivered by Komal Helyer of Pure360 to the Smart Insights 2018 Marketing trends summit covering 8 practical Behavioural Email predictions.
Show Me You Care: Why You Should Be Talking About Privacy and Value-ExchangeTealium
This deck is from the fourth masterclass in our masterclass series on Preparing for Life Beyond the Third-Party Cookie.
We’re well into 2021 and data privacy has continued its push out of the InfoSec and legal team agenda and into the customer experience. Whether data privacy conversation takes the context of shifting consumer attitudes, new regulations or technology changes – the fact remains that privacy is now an integral piece of marketing and customer experience.
Check out this deck to discover:
- How privacy is driving changes in your advertising and measurement strategy
- Strategies to power privacy
- Key ways to build up customer trust with first-party data
Digital Marketing refers to advertising delievered through different channels such as search engines, social media, email and many more. Here Adaptra gives you an overview about Digital Marketing and its process in the presentation which will help you to manage and plan you digital marketing insights.
Ten years after the term ‘Big Data’ infiltrated the world of marketing, why is it still complex to embed it in the decision-making process? In this webinar, we delve into exploiting data and analytics in favor of your business.
It, Legal, Marketing and sales departments are all affected by the European Union's General Data Protection Regulation (EU GDPR). EU GDPR is more than an IT governance issue, it impacts the IT architecture and the user journey of your online and offline data capture processes.
Top tips for driving leads and optimising conversions in 2020Smart Insights
Do you struggle to get customers to your site? Are you unsure where you should focus your time and resource when people actually start engaging with your content? Confused about where you should be collecting data and how to showcase success to your stakeholders?
Join Phil McGuin, Demand Generation Director and Will Garbutt, CRO and UX Manager from digital agency Stickyeyes as they show you how to maximise your end-to-end customer journey to create an amazing user experience that converts prospects and drives commercial success.
With experience in both B2B and B2C markets across a range of industries, they’ll draw on real-world case studies to show you:
- How you can engage customers with your website and proposition;
- The importance of acquisition mapping and capturing the right customer information;
- How to navigate your customers through their lifecycle stages to encourage conversion and advocacy; and
- Examples of the tools you can use and the data you should be collecting to measure and optimise success.
Best Practice To Take Your Digital Content And Brand GlobalSmart Insights
Join Smartling’s Director of Global Marketing, Annette Obermeier, as she shares best practices to make your content work for you across borders and have your translation budget work overtime.
Adobe Visitor Insights – How Adobe Used Its Experience Platform to Create Beh...Adobe
Adobe Visitor Insights takes behavioral data and turns it into real-time actions for its Digital Experience sales team. Read the whitepaper to learn how Adobe used it’s already-collected data and Experience Platform to create robust behavioral signals that have led to increased pipeline, new opportunities, and targeted conversations.
Which SEO techniques will become more important in 2016? This presentation by Steve Masters of Vertical Leap to the Smart Insights Digital Marketing Priorities Summit discusses how data analysis technique and new algorithmic techniques will be used to improve organic search visibility.
Zoe O'Neil of ClickThrough Marketing reviews the latest innovations in Google AdWords explaining the techniques you should audit to get the best ROI from AdWords in 2016.
Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2BReally B2B
If you couldn't make our B2B Marketing Fundamentals workshop at Marketing Week Live, or just want a refresher, check out our slides on the following topics:
• Revolutionising your B2B digital marketing strategy to create leads and revenue generation opportunities
• Using digital content marketing techniques to bolster leads and enhance conversion
• The role of social media in your B2B marketing strategy to support the sales funnel
Demystifying Shopping: Uncover buying patterns & optimize for profitMike Ryan
No matter your attribution model, Shopping has an inherent chaos in it: the clicked vs. bought dilemma, an effect of the consumer journey sometimes called “the messy middle”. This is compounded by widespread misuse of ROAS. Tracking and optimizing based on order profit allows you to both capture valuable consumer insight and get to the true business value of the channel. It is also a stepping stone to more advanced measurements like CLV.
- The ROAS pathology
- ROAS as a profit proxy / KPI surrogation
- an inverted view: ACOS
- decomposing ROAS
- AOV: was the order profitable?
- Conversion rate: what actually converted?
- The Messy Middle
- boundless digital shelf x human biases
- clicked vs. bought dilemma
- you will partly misattribute revenue to products & categories
- Two Birds, One Stone
- tracking order margin will help you understand what converted and how profitable that conversion was
- studying orders opens a wealth of potential consumer insight
- The Holy Grail
- Order margin as a gateway to CLV etc
Learn proven strategies to get more prospects into your sales funnel. In this webinar, we'll show you multiple ways to grow your email list and your sales lead funnel.
Topics Covered:
• The 'Agora Model' – a proven 'Client Acquisition Process' to generate more leads
• The characteristics of a successful offer
• The 3 hottest trends in B2B marketing today
• 6 Steps to creating irresistible B2B offers
• How to increase conversion rates on your landing pages
Presenter: Bob Bly
Grow Revenue with the Right Marketing StrategyMarketo
Today, mobile, social and cloud technologies are transforming the customer experience and putting customers in control. In this digital age, marketers must always be improving marketing execution with an eye toward growing revenue.
Listen in to our webinar with guest Laura Ramos, Vice President and Principal Analyst at Forrester Research, and Matt Zilli, Senior Director of Product Marketing at Marketo, to discover why the next wave of competitive advantage will favor firms that obsess over their customers’ experiences and deliver what buyers want before competitors do. Learn how marketing strategies that leverage automation can transform the customer experience and grow revenue in the digital age.
A Whole New Approach to Audiences in Today’s Privacy LandscapeTinuiti
From audience approach to reliable platforms and tracking measurement, Tinuiti and partners are here to help marketers update their strategies in the face of increased privacy. Join our exclusive series as we unpack the top priorities for your social media advertising in a year where everything is changing.
Leverage Real-Time Purchase Intent to Boost Sales & Customer GrowthTinuiti
From audience approach to reliable platforms and tracking measurement, Tinuiti and partners are here to help marketers update their strategies in the face of increased privacy. Join our exclusive series as we unpack the top priorities for your social media advertising in a year where everything is changing.
A presentation delivered by Komal Helyer of Pure360 to the Smart Insights 2018 Marketing trends summit covering 8 practical Behavioural Email predictions.
Show Me You Care: Why You Should Be Talking About Privacy and Value-ExchangeTealium
This deck is from the fourth masterclass in our masterclass series on Preparing for Life Beyond the Third-Party Cookie.
We’re well into 2021 and data privacy has continued its push out of the InfoSec and legal team agenda and into the customer experience. Whether data privacy conversation takes the context of shifting consumer attitudes, new regulations or technology changes – the fact remains that privacy is now an integral piece of marketing and customer experience.
Check out this deck to discover:
- How privacy is driving changes in your advertising and measurement strategy
- Strategies to power privacy
- Key ways to build up customer trust with first-party data
Digital Marketing refers to advertising delievered through different channels such as search engines, social media, email and many more. Here Adaptra gives you an overview about Digital Marketing and its process in the presentation which will help you to manage and plan you digital marketing insights.
Ten years after the term ‘Big Data’ infiltrated the world of marketing, why is it still complex to embed it in the decision-making process? In this webinar, we delve into exploiting data and analytics in favor of your business.
It, Legal, Marketing and sales departments are all affected by the European Union's General Data Protection Regulation (EU GDPR). EU GDPR is more than an IT governance issue, it impacts the IT architecture and the user journey of your online and offline data capture processes.
GDPR + Sales & Marketing A practical guide by Dan Smith DooghenoDaniel Smith
This is a practical guide for UK B2B sales and marketing professionals in relation to GDPR. This guide covers prospecting for new business including cold calling and cold email.
These slides are taken from a presentation our Compliance Director gave at the Festival of Marketing 2017. It covers the essential information you need to know about GDPR, answering the big questions for marketers.
This webinar from Deeson with digital law specialist Heather Burns offers actionable guidance for business leaders to kick-start the GDPR compliance process.
The GDPR changes are fast approaching and time is running out to prepare yourself and your data. GDPR is an important topic that you will need to know inside out for your business and marketing to succeed. CommuniGator can help you get fully prepared for its arrival.
We are here to answer YOUR GDPR questions to arm you with everything you need to ensure you are compliant come May 2018.
Find out how the new data law will affect your B2B marketing abilities. We answer all your questions with a Q&A section from our experts in the field – so you can really get to grips with the changes.
We cover:
- The good the bad and the ugly of GDPR
- Your own checklist to becoming compliant
- How to get your existing data ‘double opted-in’
- Answers to your burning questions!
The industry is currently inundated with information on GDPR. From scaremongering articles sounding the death knell for marketing to so-called experts claiming their app is the only route to true data compliance, it can be tough to know what to do for the best.
For a start, you’ll need to know exactly what GDPR does and doesn’t entail. Only then can you understand what it means for your business and how you can react accordingly. Antony Humphreys, Key Account Manager and Adestra’s go-to person for all things GDPR, isn’t claiming he can make your organization compliant overnight – but he does know the facts.
For instance, did you know the difference between a data protection regulation and a data protection directive? Or that the process of sending email does not in fact fall under GDPR, but under a different regulation entirely?
Most surprising of all is the argument that, far from throttling your marketing activity, GDPR could in fact be handing your business the opportunity to build trust, grow your database, and even send more emails than you were before.
This presentation covers what you as a business owner need to do in order to be ready and compliant for GDPR. It shows you all of the different lawful basis that you can use for processing personal data, so that you do not have to rely on consent.
On 25 May 2018 the new General Data Protection Regulation (GDPR) will come into force, replacing all existing data protection regulations.
Payroll bureaus process large amounts of personal data in relation to their customers, their customers’ employees, and their own employees. Consequently, the GDPR will impact most if not all areas of the business and the impact it will have cannot be overstated.
BrightPay hosted a free CPD accredited webinar alongside Bright Contracts where we discussed everything that accountants, bookkeepers and payroll bureaus need to know about GDPR.
For more information visit https://www.brightpay.co.uk
Preparing for GDPR: What Every B2B Marketer Must KnowIntegrate
Considering the consequences of non-compliance (up to €20M/$24M or 4% worldwide annual revenue), this translates to a major problem for B2B marketers.
How can your team ensure its lead gen processes are GDPR-compliant without undermining demand generation performance?
View this deck to see how Julian Archer (Sr. Research Director, SiriusDecisions) and Scott Vaughan (CMO, Integrate) educate B2B marketers on: developing a comprehensive GDPR compliance strategy, putting your compliance strategy into action, and applying software to support your compliance measures.
To watch the on-demand version of the webinar, click here:
https://www.integrate.com/gdpr-compliance-b2b-marketing-webinar
UX & GDPR - Building Customer Trust with your Digital ExperiencesUser Vision
This briefing was held as part of User Vision's 'Breakfast Briefing' series in Feb 2018. It looks at what GDPR means for businesses and for the UX of digital experiences.
UX & GDPR - Building Customer Trust with your Digital ExperiencesStephen Denning
This briefing was held as part of User Vision's 'Breakfast Briefing' series in Feb 2018. It looks at what GDPR means for businesses and for the UX of digital experiences.
GDPR & Demand Generation: What Your Team Needs To KnowHannah Flynn
The coming month will test the boundaries of change management for marketing organizations (and their colleagues in sales, finance, IT and legal) as they ready their teams for the EU’s General Data Protection Regulation (GDPR), which will go into effect May 2018. Much of what we’ve seen in B2B marketing publications, martech vendor blogs and from word-of-mouth borders on fear-mongering. Not to say this isn’t understandable – a lot of rather quick changes must be made to ensure GDPR compliance, and they can feel overwhelming. However, some of the wisest B2B marketing experts continue to reiterate one very important point: GDPR, while causing significant stress now, will lead to more efficient and effective marketing and sales down the road.
Dr Dave Chaffey explains the success factors for creating a digital strategy using the latest examples and research from a range of industries. Omnichannel is relevant to all sectors' and includes examples form sectors including Brands, manufacturers, retail, healthcare, FS and B2B.
What's new in B2B marketing? 2021 B2B Digital Marketing trendsSmart Insights
A keynote by Dave Chaffey for B2B Expo November 2021
Sagefrog research URL now: https://www.smartinsights.com/b2b-digital-marketing/b2b-marketing-trends/
10 recession-beating digital marketing tactics for business growthSmart Insights
Marketing agility and smarter use of digital marketing are more important than ever to future success because of the changes in consumer and business demand for services prompted by the COVID-19 pandemic and ensuing recession.
Join Dr Dave Chaffey in our free members' webinar to learn techniques to improve lead generation and sales. Dave will cover:
- Examples of practical ideas to improve digital interactions with consumers through the customer journey
- Recommendations on how to plan and prioritize these ideas
- A data-driven approach to identify and test new opportunities
What do people really search for? How to tackle unclear keyword research topicsSmart Insights
When you’re researching topics that are vague or hard to understand, the key is to uncover search intent in the data and to seek out a topic expert in the field.
Join this presentation for pro tips on uncovering intent and relevance hidden in your search data and in the minds of the people behind the scenes.
The impact of Covid19 on your digital strategySmart Insights
The past 2-3 months has accelerated digital demand by 2-3 years.
In this session we look at what is here to stay and how to not only survive, but thrive as a business going forward with a more digital future.
We will be showing you how to understand where your business is today, what key areas to focus on, and how to prioritise digital transformation strategies.
Improve Lead Quality with AI powered call trackingSmart Insights
Discover how top brands have incorporated Artificial Intelligence into their online lead generation strategy to generate a greater return on investment from Google Ads.
Google's data confirms that over 70% of sales leads are generated through inbound phone calls - find out how they used AI to discover whether the call was a sale or not in real time, enabling faster optimisation.
5 Key Takeaways:
- For offline sales, bridging the gap after they click hasn't always been possible, until now using Artificial Intelligence
- Call Tracking has its limitations without AI - you know you've had a call, but was it a new sale or a returning customer?
- Trying to match data from multiple systems won't always be accurate - create your own data with AI
- Using AI can speed up your call analytics, enabling you to understand in real-time what's happening with your lead generation strategy to implement real-time optimisation of your Google Ads.
- Generate more sales through better customer insight, not only from new customers, but returning customers and what keywords they are using to find you.
If you are looking at new ways to generate inbound telephone leads, improve the quality of leads or improve conversion then you should tune in for this webinar.
In this webinar, you'll learn about the band members and digital marketing techniques you and your company need to master to compete in the future.
We'll explore how to engage your crowd by getting to the heart of the customer. You'll also learn how bringing together each member of the band can ensure your marketing acts a force for growth.
10 strategies for increasing sales with conversion funnelsSmart Insights
Examples and best practices for increasing conversion from a webinar by Dr Dave Chaffey of Smart Insights in collaboration with our partner GetResponse
Curated tips and tricks to get the most out of your content in 2020.
With such an interconnected world, full of rich content and amazing user experiences, the opportunity to reach new customers is more tantalising than ever before. But how will you reach them all? If you're ready to revolutionise your global content strategy and kick off the decade with all the right tricks up your sleeve, then this webinar is for you.
Join Smartling's VP of Marketing, Annette Obermeier, as she unveils her top 10 hacks for Global Content that can improve your content right now.
- Annette’s absolute hacks to supercharge your global content in 2020
- Surefire methods to maximise your reach with actionable content promotion
- How to position your source content for success with an agile localisation strategy
- Proven, real-world stories from brands just like yours that have revolutionised their global content strategy for success
6 steps to create a data-driven content strategySmart Insights
Learn how to include search data into content creation and optimization.
“Online content should win hearts and machines.”
In this practical webinar, we’ll look at:
- How to create content that meets the expectations of your target audience
- How to use search intent to know what users want
- Learn how to identify relevant topics
- How to select the right type of content
Top social media trends for 2020 with Matt NavarraSmart Insights
We will be joined by Matt Navarra for a deep dive into the latest social media & martech trends.
Social media trends can be fleeting, but some stick around and become pillars of the social media world.
We spoke to over 50 industry experts to find out which trends they thought would be the most crucial for social media teams to act on in 2020.
Here's what will be covered:
- 3 key trends for 2020
- Discover the next generation of social, technology, and marketing
- Campaign inspiration from leading brands
How to maintain vibrancy in your marketing workforceSmart Insights
Personalization of a learning journey can make the difference between engagement and disengagement for employees.
In this practical webinar, we’ll look at:
- Training, performance and employee engagement
- Workplace learning trends
- Learning as a continuous UX
- Mapping the learning journey
Covering the 5 pillars for future success in marketing based on a research report from HubSpot and Smart Insights - https://offers.hubspot.com/the-future-of-marketing-2019
A webinar from Dave Chaffey for the Smart Insights 2020 Digital Priorities
Why A ‘Channel Agnostic’ Approach To Search Can Deliver Greater ROISmart Insights
Brands are still approaching search marketing as two separate channels, organic and paid, and often engaging separate agencies to work on very different approaches. But in modern search, is this approach really relevant, and is it delivering the best possible return?
To support a panel discussion with IBM and Oracle at TFM London 2018. Includes the Smart Insights 30 categories of martech tools and AI options visuals available via our blog
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
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GDPR Briefing for marketers
1. Actionable GDPR Advice from the experts
What does the GDPR mean for marketing?
#DigitalPriorities Digital Marketing Priorities 2018 brought to you by
4. Agenda
What is personal data and special categories of data?
What are the lawful basis for marketing?
Consent, what it is and what it isn’t
PECR
Legitimate Interest and why not?
Balancing tests and Privacy Impact assessments
Profiling
B2B
The good bits about GDPR
5. About the speaker and partner
• Tim Roe
• Compliance Director for RedEye
• British Computer Society Certified Data
Protection Practitioner
• Chair of the Direct Marketing
Associations GDPR taskforce
6. - Not legal advice
- Broad based practitioner guidance, drawn from ICO publications,
DMA guidance and the WP29 guidance
- Best advice, be cautious, document your decisions and cite your
references
- It will be unlikely that you will be caught out by genuinely trying
to do the right thing
7. Before we start… house keeping
A recording for the webinar will be sent via
Email.
Slides will be available via Smart Insights
Slideshare
Please get involved with the interactions:
- Do ask questions at any point via the
Questions panel
8. What data does the GDPR cover?
What is personal data?
What are special categories of data?
9. What is personal data?
Personal data is "any information
relating to an identifiable person
who can be directly or indirectly
identified in particular by reference
to an identifier" ICO
Name
Email Address
ID numbers
Cookies
IP addresses
Profile information
Segments they belong to
10. Special Categories of data
• Race;
• Ethnic origin;
• Politics;
• Religion;
• Trade union membership;
• Genetics;
• Biometrics
• Health;
• Sex life; or Sexual orientation.
Special Category data is more sensitive,
and so needs more protection.
Processing Special Categories
of Data is generally Prohibited
11. Lawful basis, you need one
To process personal data under GDPR, you
require a legal basis:
- Consent
- To perform a contract
- Legal compliance
- Protection of vital interests of a person
- Public interest or official authority
- Legitimate Interest
12. Consent for GDPR
What is consent?
What does valid consent need?
What if consent is too difficult?
GDPR not e-Privacy
14. What is consent?
“any freely given, specific, informed and unambiguous
indication of the data subject's wishes by which he or she, by a
statement or by a clear affirmative action, signifies agreement
to the processing of personal data relating to him or her”
ICO - “The GDPR sets a high standard for consent.”
15. What does valid consent need?
Consent is not just a tick box:
To be informed, enough
information must be made
available at the time.
Segmentation, channels,
tracking, profiling.
Its got to be specific
enough to be valid.
16. What if consent is too difficult to achieve?
“Remember – you don’t always need consent. If
consent is too difficult, look at whether another lawful
basis is more appropriate.” The ICO
17. GDPR not e-Privacy (PECR)
GDPR is not about permission
to send electronic marketing
(that’s another law)!
Just because you’ve got a tick box for
electronic marketing, doesn’t make
you GDPR ready.
Electronic marketing needs
to be compliant with GDPR
and Privacy and Electronic
Communication Regulations
18. Do I need to reconsent my database?
WP259 page 30 that states;
“If a controller finds that the consent
previously obtained under the old legislation
will not meet the standard of GDPR consent,
then controllers must assess whether the
processing may be based on a different lawful
basis, taking into account the conditions set by
the GDPR. However this is a one off situation
as controllers are moving from applying the
Directive to applying the GDPR. Under the
GDPR, it is not possible to swap between one
lawful basis and another.”
There may be no need to
reconsent your database if there
is no requirement for consent to
that processing under GDPR.
19. Does electronic marketing need consent?
Maybe not:
If the contact details meet these requirements:
- Gathered during the process of a sale or in the context of a sale
- The marketing relates to similar goods or services
- The individual was given the opportunity to opt out at the time
- The individual has been given the opportunity to opt out since
20. Can I use another lawful basis?
Privacy Impact Assessments Legitimate Interest
The Balancing Test Using Legitimate Interest
21. Privacy Impact Assessments
Once a detailed audit of your marketing data processing is undertaken.
Privacy Impact Assessments are undertaken on the processing to
determine the privacy risks to individuals.
Justifications must be documented.
Decisions relating to the most appropriate
lawful basis, can only be made:
22. Legitimate Interests
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
“the processing of personal data for direct marketing purposes may be
regarded as carried out for a legitimate interest.”
Rec 47
23. Balancing tests
Marketing is a legitimate interest of the data
controller, but:
Is the processing necessary for the direct marketing?
Is any third party processing necessary for the purpose
of direct marketing?
Is their another way of achieving your legitimate
interest?
Would the individual reasonably expect this
processing?
24. Balancing tests
Is the processing relevant to your relationship with
the individual?
Are you processing the minimum personal data
required to meet your needs?
Is this processing likely to harm or disadvantage the
individual (what type of marketing are you
doing??!!!)?
Watch out for processing that leads to special
categories of data
25. Using legitimate interest
This right to object must
be explicitly stated,
prominently displayed
and it’s easy to exercise
that right
Ensure you have a valid
reason to process an
individual’s personal
data using your legal
legitimate interests
Collect the minimum
data necessary and
delete records after use
“The processing of personal data for direct marketing purposes
may be regarded as carried out for a legitimate interest.”
Rec 47
26. The privacy notice
Explain why you need an individual’s personal
data
Use a layered privacy notice/policy
Make it easy for people to understand
27. Profiling
The text of the regulation refers to profiling in
Article 4(4) as:
“…any form of automated processing of
personal data consisting of the use of personal
data to evaluate certain personal aspects
relating to a natural person, in particular to
analyse or predict aspects concerning that
natural person’s performance at work,
economic situation, health, personal
preferences, interests, reliability, behaviour,
location or movements.”
28. Profiling Example
An airline studies the behaviour of its online
customers. It examines what they search for,
look at and how much time they spend
considering each destination. This data will
be combined with the location and route the
customer is most likely to use based on their
previous flight history. The profile will then
be used to serve the customer with a
marketing communication that highlights
the destination and route they are most
likely to be interested in.
29. Personal data in profiling
The scope of personal is now much wider:
47
Internet search and
browsing history
Existing customer
relationships and
buying habits
Credit cards, store
cards and other
transactions
Credit scoring Consumer complaints
or enquiries
Location and
lifestyle habits
Social media Property ownership
30. Special categories of data
Profiling can infer special categories of data.
Example, profiling food consumption or musical tastes
might lead to the inference of ethnic origin or religion.
If you infer special categories of data, the profiling may be
prohibited without explicit consent.
31. How can profiling be a legitimate interest?
Article 6(1) (f) – necessary for the legitimate interests
pursued by the controller or by a third party Profiling is
allowed if it is necessary for the purposes of the legitimate
interests pursued by the controller or by a third party.
However, Article 6(1) (f) does not automatically apply just
because the controller has a legitimate interest.
The balancing test still needs to be undertaken.
32. How can profiling have a significant effect?
Profiling can make ads more effective
For example, if individuals believe that they
receive advertising as a result of their online
behaviour, an advert for diet products and
gym membership might spur them on to join
an exercise class and improve their fitness
levels. Conversely it may make them feel that
they are unhealthy or need to lose weight. This
could potentially lead to feelings of low self-
esteem.
Ohio State University found that
behaviourally targeted adverts can
have psychological consequences and
affect individuals’ self-perception.
33. What is the impact of B2B?
tim.roe@redeye.com has been personal data since 1998
GDPR covers personal data
GDPR does not differentiate between B2B and B2C
A business needs a legal basis to process personal data
It could be either Legitimate Interest or Consent
.
34. How does a B2B business
use legitimate interest?
To qualify to use LI, you must undertake the same Impact Assessment as B2C
When the data is captured, you must prominently inform about direct
marketing not hide it in T’s and C’s
People must be told they can object and shown how to do it
If you obtain personal data from a third party, you must contact within 30 days
and tell them you are processing the data and they can object
Remember, PECR is still not relevant for B2B
36. The great bits about GDPR!
GDPR gives rights and protections to individuals
1. It is a positive step for people
2. We are all people!
The GDPR is an opportunity to build trust:
1. Transparency will build trust
2. Transparency and trust could become a key differentiator in business
relationships
3. More powerful even than “targeted campaigns and lifecycle
marketing”
37. More great bits about GDPR
Transparency and control
1. On the first contact and data exchange
2. And ongoing control of the data the
individual is sharing.
GDPR could educate people in their
information rights
1. People become less tolerant of bad practice
2. More aware of organisations efforts to “do the
right thing”
38. In conclusion
It’s not all doom and gloom
Marketers face some challenges in GDPR
There is lots of advice from the ICO, DMA, DPN
The first step is the marketing data audit. If you haven’t
started yet, start one tomorrow.
39. Thank you for listening!
Please ask questions via the
Questions tab
Editor's Notes
Regulation has been law for almost 2 years
Loads of time to prepare
Christopher Graham, if you are doing all you need to under DP98, you don’t have far to go to be GDPR ready
Loads of advice out there, not all good
Involved in data protection and e-privacy since 2010
Not legal advice
Broad based practitioner guidance, drawn from ICO publications, DMA guidance and the WP29 guidance.
Best advice, be cautious, document your decisions and cite your references.
It will be unlikely that you will be caught out by genuinely trying to do the right thing
Data protection is a complex subject
Absence of case law on GDPR makes giving advice difficult
Knowledge of the subject requires a great deal of reading and study and input from industry organisations and the regulator
Lots of authoritative advice from the ICO, WP29, DMA
GDPR is quite specific about what personal data actually is.
The scope has broadened considerably
Personal data is "any information relating to an identifiable person who can be directly or indirectly identified in particular by reference to an identifier" ICO
The scope of personal data is broad and will adapt to include new types of personal data collected or created
Location data is personal data
Name
Email Address
ID numbers
Cookies
IP addresses
Profile information
Segments they belong to
“Special categories” of data have replaced “sensitive personal data”
Special category data is more sensitive, and so needs more protection. Processing Special Categories
of Data is generally Prohibited
Race;
Ethnic origin;
Politics;
Religion;
Trade union membership;
Genetics;
Biometrics
Health;
Sex life; or Sexual orientation.
Important to ensure that this is not being processed inadvertently
Can be processed for marketing under consent
You need to have a legal basis for processing personal or special categories of data
To process personal data under GDPR, you require a legal basis:
Consent
To perform a contract
Legal compliance
Protection of vital interests of a person
Public interest or official authority
Legitimate Interest
Each of the legal basis, have certain qualifying criteria
For marketing, the two most appropriate basis are Consent or Legitimate Interest
You must have a legal basis for the processing to be a lawful one. It also needs to be documented
Lets talk about consent for marketing first
What is consent
What does valid consent need
What if consent is too difficult?
And what about e-privacy, and why GPDR has led many businesses to reconsent under a different law
Lets face it, its all about consent at the moment
Presentations, emails, webinars
Consent seems to be the most popular answer to most questions on GDPR
Sometimes it is appropriate, sometimes it is not
So, what is consent
“any freely given, specific, informed and unambiguous indication of the data subject's wishes by which he or she, by a statement or by a clear affirmative action, signifies agreement to the processing of personal data relating to him or her”
The ICO states that the GDPR has set a high standard for consent.
You have to ensure that your consent is valid if challenged and you need to be able to prove it
What is valid consent?
To be informed, enough information must be made available at the time
This can be in a layered privacy policy, but enough information must be available clearly at the time to be considered to be informed.
Detail can go into lower layers, but not the key points
Consent means offering individuals real choice and control. Genuine consent should put individuals in charge and build trust and engagement
Check your consent practices and your existing consents. Refresh your consents if they don’t meet the GDPR standard.
Consent requires a positive opt-in. Don’t use pre-ticked boxes or any other method of default consent.
Explicit consent requires a very clear and specific statement of consent.
Keep your consent requests separate from other terms and conditions.
Be specific and ‘granular’ so that you get separate consent for separate things. Vague or blanket consent is not enough.
Be clear and concise.
Name any third party controllers who will rely on the consent.
Make it easy for people to withdraw consent and tell them how.
Keep evidence of consent – who, when, how, and what you told people.
If changes are made to your processing activities, you might need new consent
You should also avoid making consent a precondition of a service, such as brochure downloads.
The GDPR sets a high standard for consent. But you often won’t need consent. If consent is difficult, look for a different lawful basis.
Look for another basis that works.
The impact of choosing the wrong basis could be:
1/ The loss of up to 80% of the marketing database in reconsenting campaigns
2/ The legal basis is so difficult to achieve, that the consent achieved is invalid
In as much as it is not informed enough or specific enough to be valid
And remember, GDPR is not the Privacy and Electronic Communications Regulations
GDPR is not about permission to send electronic marketing.
Electronic marketing needs to be compliant with GDPR and Privacy and Electronic Communication Regulations.
Segmentation, profiling, targeting is not strictly necessary to send email marketing, SMS or social campaigns.
You need a legal basis to do this under GDPR.
Just because you’ve got a tick box for electronic marketing, doesn’t make you GDPR ready.
Many brands have undertaken re-consenting campaigns, which will get them great consent to send email.
Do you really need to reconsent your database
There maybe no need to reconsent your database if there is no requirement for consent to that processing under GDPR.
WP259 page 30 that states;
“If a controller finds that the consent previously obtained under the old legislation will not meet the standard of GDPR consent, then controllers must assess whether the processing may be based on a different lawful basis, taking into account the conditions set by the GDPR. However this is a one off situation as controllers are moving from applying the Directive to applying the GDPR. Under the GDPR, it is not possible to swap between one lawful basis and another.”
So the answer might be that you don’t need to reconsent your database
Maybe not:
If the contact details meet these requirements:
- Gathered during the process of a sale or in the context of a sale or in the process of negotiation for goods or services
- The marketing relates to similar goods or services
- The individual was given the opportunity to opt out at the time
- The individual has been given the opportunity to opt out since.
Can you use another lawful basis
How can you decide and what do you need to document to make your decisions valid
So now, lets talk about privacy impact assessments, balancing tests and how legitimate interest can be used
Decisions relating to the most appropriate lawful basis, should only be made once a detailed audit of your marketing data processing is undertaken.
Check the different processing that you are doing for marketing
Are you collecting more data that is necessary for the marketing that you are doing?
What profiling do you do?
Do you use social media?
Once you have this information, you will be able to undertake a privacy impact assessment on the processing
Privacy Impact Assessments are undertaken on the processing to determine the privacy risks to individuals.
The process of the assessment should be documented and show how you have come to your decisions.
Justifications must be documented.
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
“the processing of personal data for direct marketing purposes may be regarded as carried out for a legitimate interest.”
Rec 47
This isn’t an automatic legal basis for processing marketing data
You need to undertake a balancing test where you will balance the impact of processing you are doing, against the rights and freedoms of the individual.
Marketing is a legitimate interest of the data controller, but:
Is the processing necessary for the direct marketing?
Is any third party processing necessary for the purpose of direct marketing?
Is their another way of achieving your legitimate interest?
Would the individual reasonably expect this processing?
Is the processing relevant to your relationship with the individual?
Are you processing the minimum personal data required to meet your needs?
Is this processing likely to harm or disadvantage the individual (what type of marketing are you doing??!!!)
Watch out for processing that leads to special categories of data
This right to object must be explicitly stated, prominently displayed and it’s easy to exercise that right
Collect the minimum data necessary and delete records after use
Ensure you have a valid reason to process an individual’s personal data using your legal legitimate interests
“The processing of personal data for direct marketing purposes may be regarded as carried out for a legitimate interest.”
Rec 47
Explain why you need an individual’s personal data
You’ve done the audit, you now know what processing you are doing.
Explain what data you hold about people
Why do you hold PI
Where do you get PI from, for example social media
What profiling is done on the PI and what is the purpose of the profiling
Use a layered privacy notice/policy
Make it easy for people to understand
What is profiling
“…any form of automated processing of personal data consisting of the use of personal data to evaluate certain personal aspects relating to a natural person, in particular to analyse or predict aspects concerning that natural person’s performance at work, economic situation, health, personal preferences, interests, reliability, behaviour, location or movements.”
For marketing, the key words are personal preferences, interests, behaviour, and location.
Depending on the context, profiling can also be quite intrusive if it includes online tracking.
Here is a typical example of profiling, used to make sure that the content of marketing and some web pages, are made as relevant to the recipient
An airline studies the behaviour of its online customers. It examines what they search for, look at and how much time they spend considering each destination. This data will be combined with the location and route the customer is most likely to use based on their previous flight history. The profile will then be used to serve the customer with a marketing communication that highlights the destination and route they are most likely to be interested
As soon as we start to profile, we are creating new personal data that relates to the individual. This “profile” could include data from many sources
Website search and browsing history
Customer relationships and buying habits
Credit card, store card and transactional history
Credit scoring
Complaints, feedback or enquiries
Location
Lifecycle habits
Social media
Property ownership
Profiling can trip you up
Profiling can sometimes infer special categories of data
Example, profiling food consumption or musical tastes might lead to the inference of ethnic origin or religion.
If you infer special categories of data, the profiling maybe prohibited without explicit consent.
This is why it is important to undertake privacy impact assessments when any new processing activity
If privacy risks are identified, you can mitigate those risks by changing the process, or using a more appropriate legal basis, such as explicit consent
Its possible that much of the profiling that is done for marketing, can be undertaken using legitimate interest.
This is because it is unlikely to cause a legal or significant effect on the individual.
The article 29 working party says:
Article 6(1) (f) – necessary for the legitimate interests pursued by the controller or by a third party Profiling is allowed if it is necessary for the purposes of the legitimate interests pursued by the controller or by a third party. However, Article 6(1) (f) does not automatically apply just because the controller has a legitimate interest.
The balancing test still needs to be undertaken
Its also possible for the profiling to stray into the realms of having a significant effect.
The ICO has cited some research that shows it is possible to for harm or a significant effect to be caused by profiling.
Ohio State University found that behaviourally targeted adverts can have psychological consequences and affect individuals’ self-perception.
For example, if individuals believe that they receive advertising as a result of their online behaviour, an advert for diet products and gym membership might spur them on to join an exercise class and improve their fitness levels. Conversely it may make them feel that they are unhealthy or need to lose weight. This could potentially lead to feelings of low self-esteem.
Profiling can make ads more effective and have a greater impact on the individual. This was one of the key concerns about the issues with Cambridge Analytica’s use of Facebook data, where the hidden profiling has allegedly been used to influence voting preferences.
GDPR will impact on B2B processing of personal data, tim.roe@redeye.com has been personal data since 1998.
All businesses, B2B or B2C will need to choose the most appropriate legal basis for their processing
If its marketing related, it is likely to be either Legitimate Interest or Consent.
What are the main differences between what happens now and GDPR?
B2B will still need to use the Privacy Impact Assessment to see if the data processing is LI
Context will be very important in the assessment. Where did you get the data, was the data made available by the data subject for the purpose you are using it for?
Whenever personal data is captured, that is going to be used for marketing, you must prominently inform the data subject that you will be using the data in this way and telling them they can object.
If you are obtaining the data from a third party, you must contact the data subjects within 30 days to tell them you have their data and they an object if they wish.
B2B electronic marketing (email, SMS, social) are not caught under PECR, but there is a chance that under the new e-privacy regulations, they will apply the same as B2C. That means consent.
Is this the end to all the fun we’ve been having in marketing?
Is it doom and gloom now?
Is the Data Protection Officer also the Sales Prevention Officer?
Lets take a look at some great bits about GDPR!
GDPR gives rights and protections to individuals
1) It is a positive step for people:
The law has been created to protect people and ensure that our technology and developments, serve mankind and not harm it
2) We are all people:
So we should be happy about this law, it is protecting us!
The GDPR is an opportunity to build trust
1) Transparency will build trust
The GDPR demands that firms become more transparent in their dealings with peoples personal data.
2) Transparency and trust could become a key differentiator in business relationships
Transparency will become a key element used to build relationships with our customers. It will become another trust building opportunity, people prefer to deal with brands they trust
3) More powerful than “targeted campaigns and lifecycle marketing”.
In building real one to one relationships with your customer, could the GDPR actually become the driver behind a different type of customer centric marketing strategy?
Transparency and control
1) On the first contact and data exchange
GDPR compliance will help break down the concern with exchanging data with brands, more customers willing to open accounts rather than using the guest checkout.
2) And ongoing control of the data the individual is sharing.
Allowing the individual ongoing control over their data, should be more likely to instil confidence and foster long term customer relationships
GDPR could educate people in their information rights
People become less tolerant of bad practice
Businesses that do not demonstrate proper compliance with GDPR, will loose the trust of customers and find it harder to turn prospects into customers.
2) More aware of organisations efforts to “do the right thing
Customers will start to “look” for the pointers of compliance, transparent statements at point of data capture, banners relating to tracking cookies.
Overall, GDPR should be seen as an opportunity for business and an opportunity to build stronger and more profitable relationships with their customers.
Its not all doom and gloom
Marketers face some challenges in GDPR
There is lots of advice from the ICO, DMA, DPN
Take off the marketing hat, how would your customers feel about what you are doing?
If you are doing something that your customers might not expect or like, you are probably doing something wrong
The first step is the data audit, if you haven’t started yet, start one tomorrow.