The Marketing Scenario
We introduce the marketing scenario, we will be using throughout the day, to challenge and reinforce your knowledge of GDPR.
This scenario will be used as a framework for the learning objectives and your questions. Multiple stages in the scenario are designed to test the depth and breadth of your knowledge and your ability to deliver GDPR compliant marketing strategies.
We will be taking a product to market and working our way through the following key legal/marketing challenges.
Data cleansing, data purchasing, newsletter signup, events, web analytics, cookies, data segmentation and prospect profiling
Data appending/augmentation, content marketing, email and SMS marketing
Account sign-up, dropped basket marketing,
Data flow mapping and process auditing
Whether for a formal Data Privacy Impact Assessment (DPIA) or as part of your audit process, the ability to map the flow of data through your organisation is critical to risk identification and compliance. Before each scenario, we will map the flow of data before completing a GDPR risk assessment.
- Learn how to use data flow mapping as a compliance tool
- Identify risks before the regulator
As marketers, we are part of the management team. We act responsibly, and measure our risk. This session teaches you how to recognise and deal with the real-world challenge of grey…when there is no black and white answer to the question ‘are we compliant?’
How to assess the risk of non-compliance
Understanding compliance and the Client/Agency relationship
- How to build a methodology for identifying and assigning risk including the GDPR requirement for Privacy Impact Assessments.
- Relater risk to fines and civil monetary penalties issued by the Information Commissioner
The Regulation places much greater emphasis on managing the supply chain, including people who process data on your behalf (data processors). Learn how to effectively contract and assign risk and responsibility when engaging third parties.
Rights and Responsibilities
With the legal emphasis firmly on valid
consent, it’s no wonder opt-in is hot topic. Coupled with the requirement to bring to their attention, an individual’s right to say no to marketing, we demonstrate how effective use of marketing skills can increase the number of opt-ins and minimise the number of opt-outs.
Last Chance Q&A
‘Cement’ the days learning by confirming your understanding of the days learning objectives and revisit areas that remain unclear.
Identify information sources that will help you transition classroom learning in to a long-term strategy for privacy management and compliant, effective marketing.
Following the workshop, you will take away an actionable checklist on the key components of GDPR that you can implement in your business immediately.