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You will learn to:

  • Understand how data protection legislation affects marketing
  • Use the right opt-out or opt-in to collect data fairly and lawfully for each channel
  • Write permission statements that maximise permissions and prevent data erosion
  • Manage consents and deal with complaints
  • Future proof your campaigns by understanding forthcoming legislation

course availability

start location member non-member places left
Central London £549.00 £599.00 10+
Central London £549.00 £599.00 10+

NB: Prices above subject to VAT.

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 the 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.
tutors

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. 

 

Jenny Moseley F IDM , Director, Opt-4

Jenny Moseley F 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.

venue

Etc Venue The Hatton

Located in the heart of London, just minutes away from Farringdon and Chancery Lane stations, etc.venues The Hatton offers contemporary designed, high quality training and meeting rooms.

DMA

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

A bright and lively session with loads of great takeaways

James Nethercott,
Office Depot

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