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How to Update Marketing Channels for GDPR
A Practical Guide for Marketers
May 2018
Erik Archer Smith
Marketing Director, A...
Treasure Data
• Customer Data Platform
• 6 years in business
• Series C
• Silicon valley + Tokyo + Seoul
• Created Fluentd...
WHAT WE WILL COVER
1.Alignment
2.GDPR Controllers, Processors, Subjects
3.Rights of Data Subjects
4.Segmenting and segment...
ALIGN WITH YOUR LEGAL COUNCIL
WHO’S INVOLVED IN GDPR COMPLIANCE
“PROCESSOR”
A natural or legal person, public authority, agency
or other body which proc...
DATA IS THE WORLD’S MOST VALUABLE ASSET
RIGHTS OF “DATA SUBJECTS”
The right:
1.To be informed
2.Of access
3.To rectification
4.To erasure
5.To restrict processing...
OPT-IN VS OPT-OUT
Opt in
● Email
● Cookies
● Texts
● Pixels / targeted advertising
Opt Out
● Calls
○ Voicemails
● Direct M...
SEGMENTING YOUR DATABASE
CRM
Marketing
Automation
Ad Platforms
Customer
Success
Historical
Data
Warehouse
EU companies +
c...
SYNCHRONIZE YOUR CONTACT FIELDS
Email opt in / out
Call opt in / out
Cookie opt in / out
Targeted ad opt in / out
Social m...
OPT IN CAMPAIGNS (“Permission Passing”)
1. Unify all email databases
2. Create an EU / UK segment in email / marketing
aut...
WARNING: RESPECT EXISTING OPT OUTS
“Businesses must
understand they can’t
break one law to get
ready for another.”
- ICO
MANAGING INBOUND LEADS
Simple
1.Create a double opt in form on all
web forms
2.Link to your privacy policy
Advanced
● Use ...
COOKIES
Opt in
- Need to have a cookie pop up
- Clearly state what the cookies are
used for
- Provide a link to your terms...
LEAD / CONTACT LISTS - WAIT AND SEE
SaaS Lead Vendors
“[2 years ago we] implemented a plan
to provide notice to all EU-bas...
LEAD / CONTACT LISTS - WAIT AND SEE
SaaS Lead Vendors
“[2 years ago we] implemented a plan to
provide notice to all EU-bas...
MANAGING CONSENT
Consider a consent / permissions
management system
● Connects to most systems
● Change storage / audit fe...
OUTBOUND TACTICS: COLD CALLS
Opt-out
TIPS
Ensure all cold calls or voicemails to EU contacts include an opt out: “if you’d...
OUTBOUND TACTICS: COLD EMAILS
Can legitimate interest be used to cover cold emails?
Wait and see
OUTBOUND TACTICS: DIRECT MAIL
Direct Mail is “Opt-out”
- Document activity in your CRM
- Include opt out information in th...
Field Marketing
● Review organizer contracts
● Add “opt in” to lead scanner
● Have a sign at the booth
● Train / certify b...
ADVERTISING
PII: Contact based, cookie based, IP based, Device ID
- Opt in
- Disclosed in terms + privacy on form fill or ...
TAKEAWAYS
1.Ensure all your different prospect and customer databases have consistent
communications preferences fields th...
Marketers Guide to GDPR
https://www.treasuredata.com/resources/marketers-guide-to-gdpr/
Thank You
GDPR Resources
1.GDPR Blog: GDPR is Approaching: Are You Ready for the Data Privacy Challenge?
2.GDPR FAQ for Customers: U...
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GDPR: A Practical Guide for Marketers

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The new GDPR regulation went into effect on May 25th. While a majority of conversations have revolved around the security and IT aspects of the law, marketing teams will play a crucial role in helping organizations meet GDPR standards and playing a strategic role across the organization . Join us to learn more, engage with your peers and get prepared.

This webinar will cover:
- How complying with the GDPR will drive better marketing and raise the standard of the quality of your customer engagement
- The GDPR elements marketers must know about
- The elements of PII that will be affected and what marketers need to do about it
- A deep dive on how GDPR regulations will affect your marketing channels - email, programmatic advertising, cold calls, etc.
- Tactical marketing updates needed to meet GDPR guidelines

Publié dans : Marketing
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GDPR: A Practical Guide for Marketers

  1. 1. How to Update Marketing Channels for GDPR A Practical Guide for Marketers May 2018 Erik Archer Smith Marketing Director, ABM Treasure Data
  2. 2. Treasure Data • Customer Data Platform • 6 years in business • Series C • Silicon valley + Tokyo + Seoul • Created Fluentd, and others
  3. 3. WHAT WE WILL COVER 1.Alignment 2.GDPR Controllers, Processors, Subjects 3.Rights of Data Subjects 4.Segmenting and segmenting your database 5.Managing Consent + Privacy Preferences 6.Running Opt in Campaigns 7.Webforms and Inbound Leads 8.Lead Vendors: Lists + SaaS 9.Managing Opt outs 10.Outbound Marketing Tactics: calls, emails, social media, direct mail 11.Field Marketing + Events 12.Digital Ads: retargeting, lookalike, social media, IP targeting, DMPs
  4. 4. ALIGN WITH YOUR LEGAL COUNCIL
  5. 5. WHO’S INVOLVED IN GDPR COMPLIANCE “PROCESSOR” A natural or legal person, public authority, agency or other body which processes personal data on behalf of the controller “CONTROLLER” Natural or legal person, public authority, agency or other body which, alone or jointly with others, determines the purposes and means of the processing of personal data “DATA SUBJECT” An identifiable natural person: one who can be identified, directly or indirectly, in particular by reference to an identifier– name, identification number, location, online identifier
  6. 6. DATA IS THE WORLD’S MOST VALUABLE ASSET
  7. 7. RIGHTS OF “DATA SUBJECTS” The right: 1.To be informed 2.Of access 3.To rectification 4.To erasure 5.To restrict processing 6.To data portability 7.To object 8.Pertaining to automated decisions and profiling
  8. 8. OPT-IN VS OPT-OUT Opt in ● Email ● Cookies ● Texts ● Pixels / targeted advertising Opt Out ● Calls ○ Voicemails ● Direct Mail ● Social Media*
  9. 9. SEGMENTING YOUR DATABASE CRM Marketing Automation Ad Platforms Customer Success Historical Data Warehouse EU companies + contacts UK companies + contacts Contacts with UK / EU Address
  10. 10. SYNCHRONIZE YOUR CONTACT FIELDS Email opt in / out Call opt in / out Cookie opt in / out Targeted ad opt in / out Social media opt in / out Direct mail opt in / out CRM Marketing Automation Ad Platforms Customer Success Historical Data Warehouse
  11. 11. OPT IN CAMPAIGNS (“Permission Passing”) 1. Unify all email databases 2. Create an EU / UK segment in email / marketing automation software 3. Exclude all contacts who have previously opted out 4. Customize messaging by vertical (not related to GDPR, but improves open and response rates) 5. Launch a sequence of three emails, ending with a “last chance to opt in” call to action Hi John, Yes, I would like to continue...
  12. 12. WARNING: RESPECT EXISTING OPT OUTS “Businesses must understand they can’t break one law to get ready for another.” - ICO
  13. 13. MANAGING INBOUND LEADS Simple 1.Create a double opt in form on all web forms 2.Link to your privacy policy Advanced ● Use a country pick list to generate additional GDPR fields when an affected country is selected ● Use IP lookups and cookies to dynamically generate GDPR related forms
  14. 14. COOKIES Opt in - Need to have a cookie pop up - Clearly state what the cookies are used for - Provide a link to your terms and privacy policy Performance Cookies are OK - Cookies to track A/B testing - Cookies to track / optimize site performance
  15. 15. LEAD / CONTACT LISTS - WAIT AND SEE SaaS Lead Vendors “[2 years ago we] implemented a plan to provide notice to all EU-based contacts in our database. The notices state that we are processing their business contact information in our database to provide to our paying clients for their marketing purposes. We give each such person the right to opt out of our database upon request, and have been honoring such requests since we implemented the notice program.” List Vendors
  16. 16. LEAD / CONTACT LISTS - WAIT AND SEE SaaS Lead Vendors “[2 years ago we] implemented a plan to provide notice to all EU-based contacts in our database. The notices state that we are processing their business contact information in our database to provide to our paying clients for their marketing purposes. We give each such person the right to opt out of our database upon request, and have been honoring such requests since we implemented the notice program.” List Vendors
  17. 17. MANAGING CONSENT Consider a consent / permissions management system ● Connects to most systems ● Change storage / audit features ● May have templates
  18. 18. OUTBOUND TACTICS: COLD CALLS Opt-out TIPS Ensure all cold calls or voicemails to EU contacts include an opt out: “if you’d like to stop receiving calls, just let me know” Document opt outs in activity dispositions: ❏ Voicemail with opt out ❏ Called, qualified, scheduled follow up ❏ Called, incomplete, scheduled follow up ❏ Called, sent [asset name], scheduled follow up ❏ Called, sent [asset name], ❏ Called, incomplete, opted out of calls
  19. 19. OUTBOUND TACTICS: COLD EMAILS Can legitimate interest be used to cover cold emails? Wait and see
  20. 20. OUTBOUND TACTICS: DIRECT MAIL Direct Mail is “Opt-out” - Document activity in your CRM - Include opt out information in the package itself
  21. 21. Field Marketing ● Review organizer contracts ● Add “opt in” to lead scanner ● Have a sign at the booth ● Train / certify booth staff
  22. 22. ADVERTISING PII: Contact based, cookie based, IP based, Device ID - Opt in - Disclosed in terms + privacy on form fill or cookie notification Lookalike - Model off of “opt in” contacts - Anonymized or pseudo anonymised data - wait and see Corporate IP Address (ABM): - Ok but don’t blend with other data-points DMPs Social Media
  23. 23. TAKEAWAYS 1.Ensure all your different prospect and customer databases have consistent communications preferences fields that are synced daily 2.Run an opt in / permission passing email campaign for your current EU / UK contacts 3.Remove residual pixels + cookies 4.Update your lead capture forms and cookies to be opt in 5.Revisit your programmatic advertising and strongly consider stopping any channel that relies on PII that you do not directly control 6.Create a universal permissions page to meet access, edit, delete requests
  24. 24. Marketers Guide to GDPR https://www.treasuredata.com/resources/marketers-guide-to-gdpr/
  25. 25. Thank You
  26. 26. GDPR Resources 1.GDPR Blog: GDPR is Approaching: Are You Ready for the Data Privacy Challenge? 2.GDPR FAQ for Customers: Using the Treasure Data Platform in a GDPR World 3.GDPR Whitepaper: https://www.treasuredata.com/resources/marketers-guide-to-gdpr/

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