You will learn:

  • How data protection legislation affects marketing
  • How to use opt-out or opt-in to collect data fairly and lawfully for each channel
  • To write permission statements that maximise permissions and prevent data erosion
  • To manage consents and deal with complaints
  • How to future proof your campaigns by understanding forthcoming legislation

This course is only available through in-company training.

Details

Level
Intermediate
Duration
1 day (7 CPD hours)
Rating

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Course availability

Please get in touch for more information. Call us on 020 8614 0277 or email on customerservices@theidm.com

Course Information

Programme

Why data protection matters to marketers

  • Breaking the rules on data protection can lead to regulatory action and significant fines but marketers also risk brand reputation and customer disaffection if personal data is not safeguarded and used sensitively. We examine the legal and commercial imperatives behind good data governance.

How the law affects marketing and the importance of consent

  • Introduction and background to current legislation – overview of The Data Protection Act 1998
  • The Privacy and Electronic Communications Regulations - soft opt-in rules explained
  • Enforcement and Penalties from the Information Commissioner
  • Examples of the use of opt-outs/soft opt-ins/opt-ins and double opt-in

Maximising permissions

  • What permission statements need to include
  • Copywriting permission statements
  • Applying the rules in different channels
  • Indirect data collection and data acquired from social networks
  • Preventing permission erosion
  • Re-permissioning data
  • What Privacy Statements and Cookie Policies should cover

Managing consent

  • Dealing with complaints and subject access requests
  • Applying Mail, Telephone and Corporate Telephone Preference Services

Future proofing

  • How the law is changing and what that means for future marketing campaigns
  • NEW guidance from the Information Commissioner’s Office

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

Who Should Attend

  • Anyone responsible for direct and interactive marketing strategy and its implementation in both B2B and B2C, 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

Previous delegates include:

  • Centre Campaign Manager (The Volkswagen Group)
  • Campaign Analyst (Boots The Chemist)
  • Account Executive (Greenlight Marketing)
  • Marketing Manager (Alzheimer's Research UK)

Enrol onto ‘Data Protection for Marketers’ course and receive the ‘DMA Data Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.

Tutor

Rosemary Smith Hon F IDM , Director, Opt-4


Rosemary began her career in publishing and then worked in the data business for Mardev and Acxiom going on to start her first business, RSA Direct in 2003.

In 2004, with partner Jenny Moseley, she set up Opt-4 which advises organisations on UK and international data protection compliance and the maximization of marketing permissions. In 2014 she became co-founder of the Data Protection Network which offers advice and events for anyone involved in data compliance.

Rosemary has helped to shape the regulatory framework for marketing through extensive trade association involvement including chairmanship of the Direct Marketing Association’s Board. She is currently Chair of the DM Trust. She has been an IDM tutor since 2004 and was made an Honorary Life Fellow of the IDM in 2009.

Venue

London (W1W 8SS)

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

Excellent coverage of a potentially difficult subject. Tutor was happy to engage on all aspects.


Sean Hawkins,
Marketing Manager, Investment Funds Direct Ltd

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 30 years we’ve trained over 100,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

"The information was pitched at the right level for someone with limited stats knowledge so that I could understand the theory as well as the application"

Martin Radford,
Data Services Manager, CDS Global

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