GDPR. Data Regulations. Consumer Consent. These terms have been thrown around a lot this past year, but what impact do they truly have? Kate Kotzea will give an overview of the current regulation landscape as well as talk through the opportunities this new compliance centric world provides to marketing and website strategies.

1. Å
Website & Marketing
Strategies
How Data, Laws, and Compliance Impact You
Kate Kotzea | @katekotzea

2. welcome!
Kate Kotzea
@katekotzea

3. Disclaimer
This presentation is NOT talking through any specific ways to make your website, marketing efforts, or
company compliant to any laws or regulations.
Talk with your attorney on any compliance related questions or projects.

4. Marketing in a
compliance-driven
world

6. The Compliance-
Minded Consumer
How the landscape has changed
over the past few years

9. What is GDPR?
◎ General Data Protection Regulation
◎ European Union (EU) law on consumer data privacy and
protection
◎ Went into effect May 25, 2018

10. ◎ Give consumers the control to monitor, check and remove any
information
◎ Ensure the consent of data collected
◎ Encrypt or remove identifying data so it is unable to be associated
back to a user
◎ Implement processes to notify of any data breaches within 72
hours of discovery
What are some of the regulations

11. What if you’re not compliant?
A violation can result in fines as high as
€20 million or 4% of annual revenue.

13. GOOGLE FINED
$56.8 Million
Lack of transparency for how user data is processed
Lack of legal consent from users for targeted advertising

14. California Consumer Privacy Act
(CCPA)

15. What is the California law?
◎ Signed June 2018. Goes into effect January 2020.
◎ Allows consumers to know what information companies are
collecting about them

16. What implications are there?
◎ Sets the stage for individual state laws vs. one federal law
◎ Companies that hold data on more than 50,000 people or do
business in CA must apply

20. ◎ Home ownership
◎ Income and financial data
◎ Purchase and travel behavior
◎ Company information - size
◎ Charitable donations
◎ Certain job titles
Removal of Partner
Categories

21. Active Ads by a Page

22. -Mary Meeker, 2018
PRIVACY ISN’T HIDDEN

25. Data Breaches & Privacy Concerns
Marriott
September 2018
Exposed 500 million
customers
MyFitness Pal
February 2018
150 million accounts
Equifax
Financial data of 143
million people
Exactis
June 2018
340 million
Personal interests,
contact information
Google
March 2018
500,000 Google+ users
Orbitz
December 2017
880,000 users
Personal & payment
information of users

26. 79%
Willing to share for a
clear benefit
Most online consumers share
data for benefits
-Mary Meeker, 2018

27. Most online consumers share
data for benefits
-Mary Meeker, 2018

29. - Statista
More Connected Devices

32. Compliance’s Impact
on Marketing
How best practices, technology, and
consumer behavior have shifted.

33. In a rush to get on board with digital and play with all the new
technologies that continue to come out, marketers have played with
consumer data. And consumer data has been a commodity for a long
time; except it hasn’t been a commodity that makes experiences better,
it’s been a commodity to sell or use to spam hundreds or thousands with
emails that don’t hit the mark. It wasn’t used to make support and service
better; it wasn’t really even used to do good personalization.
-Diginomica

34. CUSTOMER CENTRIC
Marketing strategies should focus on the individual,
not the separate channels.

35. Make the data
beneficial
74% find living profiles valuable if
companies use profiles to curate
experiences, offers, and products
91% are more likely to shop with brands
that remember them and provide relevant
offers
83% are will to share data to enable a
personalized experience
Accenture Interactive

36. Focus on metrics
that matter
◎ Quality over quantity
◎ Goals that impact your business
◎ Avoid high-volume lead generation
efforts
◎ Implement different tactics

37. KNOW YOUR DATA
Internally, who owns your
customer data?

38. What data do you have?
◎ How is data collected?
◎ How is data passed throughout your company or various departments?
◎ At the end of the day, which department “owns” control of the data?
◎ Where is the data stored?
◎ How was consent given?

39. MEDIA TARGETING
A move away from hyper-targeting practices will continue with more
emphasis on attitudinal and contextual targeting

40. Types of Customer Data_
Second PartyFirst Party Third Party

41. Types of Customer Data_
Second PartyFirst Party Third Party
U.S firms spent more than $19 billion on
third-party audience data and solutions in 2018.
A 17% increase from 2017
-Interactive Advertising Bureau

42. Media Channel Shifts
◎ Money moving from Facebook news feed to
Instagram and Facebook Stories
◎ Podcasts
◎ Brand safety

43. Cookie Consent
Pop-ups
◎ User consent is requested prior to
the setting of cookies in the users’
browsers
◎ Renewed consent every 12 months

45. Cookie Consent
Pop-ups
◎ User consent is requested prior to
the setting of cookies in the users’
browsers
◎ Renewed consent every 12 months

46. EMAIL WITH A PURPOSE
Understand what benefit you are
providing your customers.

47. Email List Consent
◎ Know how your list has opted in
◎ Remove unengaged subscribers
◎ Double opt-in process

49. Is your website
CUSTOMER FRIENDLY?

50. Form
Submissions
◎ Clearly state what they are getting for
◎ Collect only the data you need
◎ Opt-in checkboxes should not be
pre-checked

51. Terms &
Conditions
◎ Review with your attorney
◎ Should include:
○ Why visitor data is being collected
○ How data will be used
○ This should include IP addresses and
cookie data

52. WEBSITE ACCESSIBILITY
Making a website accessible is more than just making
the code on the website accessible.

53. Accessibility Impacts
ContentDevelopment Design

54. Why Accessibility
Matters
◎ You can be sued for having
inaccessible content
◎ It’s similar to accessible entrances to
a business

55. A
Different Accessibility Levels
AA
● Forms with Labels
● Alt Tags
● Header tag Order
● Adjacent images and buttons
● Naming regions and landmarks
● HTML5
● Meaningful content sequence
● Use of Color
● Keyboard Functionality
● Keyboard Traps
● Timing
● Bypass Blocks
● Page Titles
● Focus Order
● Link Purpose
● Page Language
● Error Identification
● Valid HTML
● All ‘A’ Requirements
● Contrast Minimum
● Resizing of text
● Images of text
● Visible focus
● Consistent Navigation
● Error Suggestion

56. Testing Tools
◎ Color Contrast Checker
◎ WAVE
◎ Siteimprove
◎ Google Chrome Accessibility
Audit

59. In a rush to get on board with digital and play with all the new
technologies that continue to come out, marketers have played with
consumer data. And consumer data has been a commodity for a long
time; except it hasn’t been a commodity that makes experiences better,
it’s been a commodity to sell or use to spam hundreds or thousands with
emails that don’t hit the mark. It wasn’t used to make support and service
better; it wasn’t really even used to do good personalization.
-Diginomica

60. Marketing in a
compliance-driven
world