Data Protection workshop for Direct and Digital Marketers

A commercially focused interactive one-day workshop designed to give direct marketers a thorough understanding of The Data Protection Act 1998 (DPA) and the Privacy and Electronic Communications (EC Directive) Regulations 2003 (PECR). This highly practical course will lead you through the steps you will need to take in order to manage your campaigns, deliver the best results and ensure compliance. The course covers all channels, including direct mail, telemarketing, email and SMS.

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

Who should attend Data Protection workshop for Direct and Digital Marketers?

• 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

How will I benefit from this workshop?

You will gain a clear understanding of The DPA and the PECR Regulations 2003, how they affect the way you manage your customer data and communications strategy and what practical steps you need to take to ensure compliance and to maximise permissions.

Outline programme for Data Protection workshop for Direct and Digital Marketers

• 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 Interactive Marketing and the IDM Certificate in B2B Marketing.

Jenny Moseley M IDM is a Director of Opt-4. She was European Circulation Director for National Geographic Society for many years. Jenny is an expert on all aspects of self regulation, privacy, VAT, distance selling and sales promotion. Jenny was previously Chairman of the DMA and Vice Chairman of FEDMA.

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