© Squared Online Confidential and Proprietary

Keep calm and carry onMarketing and the new data protection regulation

Welcome

Marketing and the new Data Protection Regulation

© Squared Online Confidential and Proprietary

Marketing and the new Data Protection Regulation

Marketing and the new Data Protection Regulation

Marketing and the new Data Protection Regulation

Marketing and the new Data Protection Regulation

Marketing and the new Data Protection Regulation

Marketing and the new Data Protection Regulation

Marketing and the new Data Protection Regulation

Current Rights:Personally Identifiable Information (PII)

Consent to cookies

Opt-in to email, phone, SMS

Opt-out from direct mail

Subject access request and error correction

MyData portability (voluntary in four sectors)

UK regulator (ICO)

Marketing and the new Data Protection Regulation

Current Rights:Personally Identifiable Information (PII)

Consent to cookies

Opt-in to email, phone, SMS

Opt-out from direct mail

Subject access request and error correction

MyData portability (voluntary in four sectors)

UK regulator (ICO)

New Rights:IP address, device ID, “digital fingerprinting”

Consent to data processing

Consent to marketing

Consent to profiling

Permission “shelflife”

Online data controls

Data portability

One-stop EU Regulation

Right to be Forgotten

Marketing and the new Data Protection Regulation

Marketing and the new Data Protection Regulation

Marketing and the new Data Protection Regulation

Marketing and the new Data Protection Regulation

Marketing and the new Data Protection Regulation

Current Data Management:

Personally Identifiable Information (PII)

Cookies notices

Permissioning by channel

Privacy policies

TPS, MPS, Suppression data screening

Data Protection Officer (limited)

Fines < £500,000

New Data Management:Pseudonymised data, data fusion, big dataLegitimate interest data processing

Auditable marketing permissions

Profiling permissions

Timestamped data

Data retention/deletion policy

Data portability

Data Protection Officer (independent)

Fines < 2 - 5 % of global turnover

Marketing and the new Data Protection Regulation

Data-Driven Marketing 2016 To-Do ListAudit existing permissionsTest alternative permission statementsAudit privacy policiesMap data sources for marketing Map the marketing journey and sequencingTrain marketers in data governanceAudit partners’/agencies’/media’s permissions and privacy policiesImplement data trackersBuild in date stamps to the databaseDevelop clear ROI by channel and data sourceAvoid the regulatorDelight your customers!

Marketing and the new Data Protection Regulation

Q&A