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During this course 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

Course availability 

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

Course information

programme
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.
tutors

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
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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