You will learn to:

  • Identify when your marketing activity could be classed as profiling
  • Look at what to include in your Consent statements
  • Consider what data you collect and its purpose
  • What GDPR states about data minimisation, accuracy and retention
  • Understand the individual's right to rectification and objection to profiling
  • Learn about pseudonymization of personal data


1 day (2 CPD hours)

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Course Information


Businesses must provide very clear guidance to consumers on what profiling activities are being undertaken to ensure that they are exercising clear transparency onward to the data subjects. The data subjects must be kept aware of what profiling is being undertaken and for what purpose.

It also means that marketing agencies processing consumer data on behalf of a business need to be able to prove the data processing they have undertaken is what has been communicated to the consumer. This course will take you through the processes you need to undertake to ensure you are compliant.

Data Sources that we will discuss:

  • Internet and browsing history
  • Data derived from existing customer relationships
  • Buying habits
  • Social network information.

GDPR Articles the course focuses on:

Article 4(4):‘processing’ means any operation or set of operations which is performed on personal data or on sets of personal data, whether or not by automated means, such as collection, recording, organisation, structuring, storage, adaptation or alteration, retrieval, consultation, use, disclosure by transmission, dissemination or otherwise making available, alignment or combination, restriction, erasure or destruction.

Article 22(1): The data subject shall have the right not to be subject to a decision based solely on automated processing, including profiling, which produces legal effects concerning him or her or similarly significantly affects him or her.

Who Should Attend

From the 25th of May 2018, new data protection laws come into force across Europe, the first major revision in 20 years. Marketing has changed considerably in that time and the new regulation has been designed to be relevant to the modern tools of marketing. What does this mean to the marketer; with specific rules around consent, profiling and legitimate interest coupled with a complex interplay between related regulations?

The stakes are high, with the possibility of regulatory fines, claims for compensation and loss of reputation for a brand, being real risks.

Confusion over the regulations can lead to the creation of non-compliant marketing programs and inappropriate use of data. Conversely it could lead to the real opportunities being missed unnecessarily.

This course is aimed at marketing managers/directors and planners and those responsible for the marketing data collection ad the data use strategies for the business.


Tim Roe, Compliance Director, Redeye

Tim is a data marketing technologist and is responsible for privacy and compliance for RedEye. Tim is an experienced and qualified Direct Marketing professional and BCS certified data protection practitioner. Tim also holds a Masters level qualification on Data Protection law and Information Governance.

Tim’s experience covers a number of vertical markets, as well as industry wide risks, unravelling the complex issues of data protection and privacy law and finding workable solutions for the data marketing industry and its clients.

Tim is an active industry contributor via the Direct Marketing Association and contributes to the following groups:
• Chair of the DMA GDPR task force
• Member of the Responsible Marketing Committee


London (W1W 8SS)

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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