Downloaded 33 times
![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](https://image.slidesharecdn.com/gdprformarketers-180605185240/75/GDPR-A-Practical-Guide-for-Marketers-15-2048.jpg)
![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](https://image.slidesharecdn.com/gdprformarketers-180605185240/75/GDPR-A-Practical-Guide-for-Marketers-16-2048.jpg)
![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](https://image.slidesharecdn.com/gdprformarketers-180605185240/75/GDPR-A-Practical-Guide-for-Marketers-18-2048.jpg)
Uploaded byTreasure Data, Inc.
GDPR: A Practical Guide for Marketers
The document is a practical guide for marketers on updating marketing channels to comply with GDPR regulations, covering key topics like data subject rights, consent management, and inbound/outbound marketing tactics. It emphasizes the importance of aligning with legal counsel, managing consent effectively, and ensuring compliance through systematic opt-in campaigns and data management. Additionally, it provides recommendations for database segmentation, lead management, and the use of cookies in accordance with GDPR standards.
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GDPR: A Practical Guide for Marketers
- 1. How to UpdateMarketing Channels for GDPR A Practical Guide for Marketers May 2018 Erik Archer Smith Marketing Director, ABM Treasure Data
- 2. Treasure Data • CustomerData Platform • 6 years in business • Series C • Silicon valley + Tokyo + Seoul • Created Fluentd, and others
- 3. WHAT WE WILLCOVER 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. ALIGN WITH YOURLEGAL COUNCIL
- 5. WHO’S INVOLVED INGDPR 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. DATA IS THEWORLD’S MOST VALUABLE ASSET
- 7. RIGHTS OF “DATASUBJECTS” 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. OPT-IN VS OPT-OUT Optin ● Email ● Cookies ● Texts ● Pixels / targeted advertising Opt Out ● Calls ○ Voicemails ● Direct Mail ● Social Media*
- 9. SEGMENTING YOUR DATABASE CRM Marketing Automation AdPlatforms Customer Success Historical Data Warehouse EU companies + contacts UK companies + contacts Contacts with UK / EU Address
- 10. SYNCHRONIZE YOUR CONTACTFIELDS 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. 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. WARNING: RESPECT EXISTINGOPT OUTS “Businesses must understand they can’t break one law to get ready for another.” - ICO
- 13. MANAGING INBOUND LEADS Simple 1.Createa 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. COOKIES Opt in - Needto 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. LEAD / CONTACTLISTS - 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. LEAD / CONTACTLISTS - 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. MANAGING CONSENT Consider aconsent / permissions management system ● Connects to most systems ● Change storage / audit features ● May have templates
- 18. OUTBOUND TACTICS: COLDCALLS 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. OUTBOUND TACTICS: COLDEMAILS Can legitimate interest be used to cover cold emails? Wait and see
- 20. OUTBOUND TACTICS: DIRECTMAIL Direct Mail is “Opt-out” - Document activity in your CRM - Include opt out information in the package itself
- 21. Field Marketing ● Revieworganizer contracts ● Add “opt in” to lead scanner ● Have a sign at the booth ● Train / certify booth staff
- 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. TAKEAWAYS 1.Ensure all yourdifferent 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. Marketers Guide toGDPR https://www.treasuredata.com/resources/marketers-guide-to-gdpr/
- 25.
- 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/