![Page 1: Keep Calm and Carry On - Marketing and the New Data Protection Regulation](https://reader036.vdocuments.us/reader036/viewer/2022062412/58a714611a28ab02678b52e9/html5/thumbnails/1.jpg)
© Squared Online Confidential and Proprietary
Keep calm and carry onMarketing and the new data protection regulation
Welcome
![Page 2: Keep Calm and Carry On - Marketing and the New Data Protection Regulation](https://reader036.vdocuments.us/reader036/viewer/2022062412/58a714611a28ab02678b52e9/html5/thumbnails/2.jpg)
Marketing and the new Data Protection Regulation
© Squared Online Confidential and Proprietary
![Page 3: Keep Calm and Carry On - Marketing and the New Data Protection Regulation](https://reader036.vdocuments.us/reader036/viewer/2022062412/58a714611a28ab02678b52e9/html5/thumbnails/3.jpg)
Marketing and the new Data Protection Regulation
![Page 4: Keep Calm and Carry On - Marketing and the New Data Protection Regulation](https://reader036.vdocuments.us/reader036/viewer/2022062412/58a714611a28ab02678b52e9/html5/thumbnails/4.jpg)
Marketing and the new Data Protection Regulation
![Page 5: Keep Calm and Carry On - Marketing and the New Data Protection Regulation](https://reader036.vdocuments.us/reader036/viewer/2022062412/58a714611a28ab02678b52e9/html5/thumbnails/5.jpg)
Marketing and the new Data Protection Regulation
![Page 6: Keep Calm and Carry On - Marketing and the New Data Protection Regulation](https://reader036.vdocuments.us/reader036/viewer/2022062412/58a714611a28ab02678b52e9/html5/thumbnails/6.jpg)
Marketing and the new Data Protection Regulation
![Page 7: Keep Calm and Carry On - Marketing and the New Data Protection Regulation](https://reader036.vdocuments.us/reader036/viewer/2022062412/58a714611a28ab02678b52e9/html5/thumbnails/7.jpg)
Marketing and the new Data Protection Regulation
![Page 8: Keep Calm and Carry On - Marketing and the New Data Protection Regulation](https://reader036.vdocuments.us/reader036/viewer/2022062412/58a714611a28ab02678b52e9/html5/thumbnails/8.jpg)
Marketing and the new Data Protection Regulation
![Page 9: Keep Calm and Carry On - Marketing and the New Data Protection Regulation](https://reader036.vdocuments.us/reader036/viewer/2022062412/58a714611a28ab02678b52e9/html5/thumbnails/9.jpg)
Marketing and the new Data Protection Regulation
![Page 10: Keep Calm and Carry On - Marketing and the New Data Protection Regulation](https://reader036.vdocuments.us/reader036/viewer/2022062412/58a714611a28ab02678b52e9/html5/thumbnails/10.jpg)
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
![Page 11: Keep Calm and Carry On - Marketing and the New Data Protection Regulation](https://reader036.vdocuments.us/reader036/viewer/2022062412/58a714611a28ab02678b52e9/html5/thumbnails/11.jpg)
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
![Page 12: Keep Calm and Carry On - Marketing and the New Data Protection Regulation](https://reader036.vdocuments.us/reader036/viewer/2022062412/58a714611a28ab02678b52e9/html5/thumbnails/12.jpg)
Marketing and the new Data Protection Regulation
![Page 13: Keep Calm and Carry On - Marketing and the New Data Protection Regulation](https://reader036.vdocuments.us/reader036/viewer/2022062412/58a714611a28ab02678b52e9/html5/thumbnails/13.jpg)
Marketing and the new Data Protection Regulation
![Page 14: Keep Calm and Carry On - Marketing and the New Data Protection Regulation](https://reader036.vdocuments.us/reader036/viewer/2022062412/58a714611a28ab02678b52e9/html5/thumbnails/14.jpg)
Marketing and the new Data Protection Regulation
![Page 15: Keep Calm and Carry On - Marketing and the New Data Protection Regulation](https://reader036.vdocuments.us/reader036/viewer/2022062412/58a714611a28ab02678b52e9/html5/thumbnails/15.jpg)
Marketing and the new Data Protection Regulation
![Page 16: Keep Calm and Carry On - Marketing and the New Data Protection Regulation](https://reader036.vdocuments.us/reader036/viewer/2022062412/58a714611a28ab02678b52e9/html5/thumbnails/16.jpg)
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
![Page 17: Keep Calm and Carry On - Marketing and the New Data Protection Regulation](https://reader036.vdocuments.us/reader036/viewer/2022062412/58a714611a28ab02678b52e9/html5/thumbnails/17.jpg)
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
![Page 18: Keep Calm and Carry On - Marketing and the New Data Protection Regulation](https://reader036.vdocuments.us/reader036/viewer/2022062412/58a714611a28ab02678b52e9/html5/thumbnails/18.jpg)
Q&A