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Training: Data Protection for Marketers - London

Training: Data Protection for Marketers - London

Get a complete and up-to-the-minute briefing on data and privacy legislation and learn how to maximise your marketing’s potential while staying compliant and within the law.

You will learn to:

  • Understand how data protection legislation affects marketing
  • Use the right opt-out or opt-in to collect data fairly and lawfully for each channel
  • Write permission statements that maximise permissions and prevent data erosion
  • Manage consents and deal with complaints
  • Future proof your campaigns by understanding forthcoming legislation

Rosemary Smith Hon F IDM , Director, Opt-4

Rosemary began her career in publishing and then worked in the data business for Mardev and Acxiom going on to start her first business, RSA Direct in 2003.

In 2004, with partner Jenny Moseley, she set up Opt-4 which advises organisations on UK and international data protection compliance and the maximization of marketing permissions. In 2014 she became co-founder of the Data Protection Network which offers advice and events for anyone involved in data compliance.

Rosemary has helped to shape the regulatory framework for marketing through extensive trade association involvement including chairmanship of the Direct Marketing Association’s Board. She is currently Chair of the DM Trust. She has been an IDM tutor since 2004 and was made an Honorary Life Fellow of the IDM in 2009. 

 

Jenny Moseley F IDM , Director, Opt-4

Jenny Moseley F IDM is a Director of Opt-4. Jenny was European Circulation Director for National Geographic Society for many years and continues to work regularly in both the offline and online publishing and product marketing sectors. Jenny is an expert on all aspects of data, data protection and database and affiliate marketing. Jenny was previously Chairman of the DMA and Vice Chairman of FEDMA.

Programme: (1 day course)

Why data protection matters to marketers

  • Breaking the rules on data protection can lead to regulatory action and significant fines but marketers also risk brand reputation and customer disaffection if personal data is not safeguarded and used sensitively. We examine the legal and commercial imperatives behind good data governance.

How the law affects marketing and the importance of consent

  • Introduction and background to the legislation – overview of The Data Protection Act 1998
  • The Privacy and Electronic Communications Regulations - soft opt-in rules explained
  • Enforcement and Penalties from the Information Commissioner
  • Examples of the use of opt-outs/soft opt-ins/opt-ins and double opt-in

Maximising permissions

  • What permission statements need to include
  • Copywriting permission statements
  • Applying the rules in different channels
  • Indirect data collection and data acquired from social networks
  • Preventing permission erosion
  • Re-permissioning data
  • What Privacy Statements and Cookie Policies should cover

Managing consent

  • Dealing with complaints and subject access requests
  • Applying Mail, Telephone and Corporate Telephone Preference Services

Future proofing

  • How the law is changing and what that means for future marketing campaigns
  • NEW guidance from the Information Commissioner’s Office

Group exercises and relevant examples will assist the learning process and ensure optimum understanding of the key issues.

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