Data Protection in Practice

Benefits to you and your employer:

Benefits to your employer:

Marketers now face fines of up to £500,000 if they breach privacy legislation but the law is complex and often misunderstood.

By the end of this one-day workshop you will have gained:

• A clear understanding of The DPA and the PECR Regulations 2003
• How they affect the way you manage your customer data
• How they affect the way you manage your communications strategy
• Practical steps you need to take to ensure compliance
• Practical steps to maximise permissions

Benefits to you:

This highly practical course will tell you in plain English how to collect and manage personal data to deliver the best results and ensure compliance.

Who should attend:

The Data Protection in Practice course is designed for

• Anyone responsible for direct and interactive marketing strategy and its implementation, including direct marketing managers and other key executives
• Anyone else responsible for the collection and management of customer data for marketing purposes both on and offline
• In-house data protection/compliance officers
• Data planners, buyers and data analysts

This will include:

• Planners
• Clients
• Agency account management
• Agency account executives
• B2B marketers
• B2C marketers

Previous delegates include:

• Head of Data (Practical Law Company)
• Marketing Manager (Incisive Media)
• Head of Customer Marketing (ING Direct)
• Marketing Officer (Mundays Solicitors)

Programme outline

The Data Protection in Practice course will show you exactly what you need to understand about data collection, data protection and privacy.

• Why data protection matters to marketers
• Introduction and background to the legislation – a very quick overview
• The soft opt-in rules explained
• Examples of the use of opt-outs/soft opt-ins/opt-ins and double opt ins
• What permission statements need to include
• Writing privacy and cookie policies
• Copywriting permission statements
• Increasing email data volumes
• Preventing permission erosion
• Re-permissioning
• Top tips for better data security
• How to react to a data breach
• Dealing with complaints and subject access requests
• Mail, Telephone, Fax and Corporate Telephone Preference Services

Workshop Tutors

The tutoring of this course alternates between Rosemary Smith and Jenny Moseley.

Rosemary Smith Hon F IDM is a Director of Opt-4. She has been involved in shaping and interpreting direct marketing regulation throughout her career with companies such as Mardev, Acxiom and RSA Direct. Rosemary is a former Chairman of the DMA.

Rosemary is also a tutor for the IDM Diploma in Direct and Digital Marketing.

Jenny Moseley M IDM is a Director of Opt-4. Jenny was European Circulation Director for National Geographic Society for many years and continues to work regularly in both the offline and online publishing and product marketing sectors. Jenny is an expert on all aspects of data, data protection and database and affiliate marketing. Jenny was previously Chairman of the DMA and Vice Chairman of FEDMA.

Group exercises and relevant examples will assist the learning process and ensure optimum understanding of the key issues.

Delegate testimonials

"It's great to come to a course and get more than expected."

Claire Hope, Marketing Manager, Symantec

"Very thorough run through of the legislation and its application using lots of examples. I've come away with lots of questions and useful information to go back to my organisation with. Could have been a long day but Rosemary brought the subject to life. "

Jo Fulford, CRM, DP and FOI Executive, ASA

"Exceptionally well-presented - this course has given some great information to ensure my organization does all it can to comply with regulations."

Karen Grant-Bond, Donor Development Manager, Princess Alice Hospice

"Really informative course which made what I thought was a real minefield of a subject much more easy to digest. Looking forward to putting it into practice when I get to work."

Gemma Mercer, Senior Data Analyst, QAS Ltd.