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During this course you will learn:

  • What GDPR consent is, when to use it, conditions of use, how to apply it
  • The benefits and the pitfalls of using GDPR consent
  • Defining if GDPR consent is necessary for each type of marketing activity and identifying if legitimate interest could be an alternative
  • Real world examples - opt in methods and approaches used by others

Course availability 

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

Course information

programme
This is a two hour evening course running between 18:00-20:00

What it is, when to use it, conditions of use, how to apply it.
  • Consent demands a positive opt in, we explore what that practically means
  • Conditions of using consent to process data and your obligations to individuals  
  • How choosing consent affects your legacy data
  • Requirements to record, refresh and allow withdrawal of consent

Benefits and pitfalls of using Consent
  • Hear how using Consent helps to build one to one relationships for modern marketing
  • Learn from the mistakes others have made when using Consent

Is consent right for your marketing activity?
  • Types of marketing communication where consent is likely to be most appropriate
  • How PECR and EPrivacy laws overlap with GDPR on Consent
  • Types of marketing where using Legitimate Interests may be a less onerous alternative

Practical examples to show how others are using consent
  • Example wording/positioning of opt in statements 
  • Creative ways others are asking for consent 
  • Tools available to help gather and enable withdrawal of consent

Answers to frequently asked questions
  • Can I use consent to share data with third parties?
  • If I choose Consent to process data but then change my mind, can I switch to using Legitimate Interest?
  • Do I need double opt in for email?
  • If I don’t have consent to email someone, can I email them and ask for their consent? 
  • And many more……
who should attend?
This course is designed for delegates with marketing or compliance responsibilities at all levels.
tutors

Lara Bonney, Chief Marketing Officer, Long Tall Sally

Lara is a data veteran, having worked on both sides of the fence as Chief Marketing Officer for global fashion brand Long Tall Sally and Managing Director of data solutions business Epsilon Abacus.

Lara was a founder of the Abacus Alliance that pioneered transactional data sharing in the UK 20 years ago and has worked for some of the country’s leading data businesses. Prior to Epsilon Abacus, Lara was Group Account Director at Claritas (now Acxiom), managing account teams to sell data driven solutions for the multi-channel retail and charity sectors, and Account Director at NDL, selling data solutions to financial companies. 

She is an advocate of the GDPR, having evolved the Abacus Alliance data sharing model to be GDPR compliant and supported Long Tall Sally through practical GDPR changes. She is an active industry participant, currently serving as a Board member of the Data Protection Network.
The course went into more detail than I expected, I’ve learnt a lot and have loads to go back and do in the office.

Helen Pettitt,
Senior Digital Media Co-ordinator, University of Southampton

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