How to Use Customer Data: Navigating GDPR, DPDI and a Future with Marketing AI

✍ Scribed by Sachiko Scheuing

• Publisher: Kogan Page
• Year: 2024
• Tongue: English
• Leaves: 296
• Edition: 1
• Category: Library

✦ Synopsis

Data-driven marketing is a huge aspect of any modern-day marketing plan, but balancing customers' privacy concerns with the latest innovations can be a complex challenge.

When done right, data-driven marketing can build customer trust for sustainable long-term value. This is precisely where How to Use Customer Data comes in, by breaking down everything you need to know about this fast-moving field into one simple and easy to read guide.

Designed specifically for marketing professionals, this guide explains the principles of data protection, explores the legal requirements of the GDPR and UK DPDI Bill/Act and provides clarity on exactly what you need to know and do to be compliant whilst also looking at how using data well can improve the customer journey through personalization. Tackling all the hot issues of the moment, this book looks at how digitally mature marketers can work in compliance, how to use clean rooms and pseudonymization to promote trust and the impact AI could have, making it a must-read for all marketing professionals.

✦ Table of Contents

Cover
Contents
List of figures and tables
Boxes and case study
About the author
Preface
Acknowledgements
List of acronyms
1 What is data protection?
What are data protection laws protecting?
Data protection from a historical perspective
Conclusions
Bibliography
2 What is marketing?
Marketing as a business discipline
Defining marketing
A short history of marketing
Marketing strategy, tactics and planning
Focusing on getting attention
Achieving relevance
Infrastructure to support marketing
Personal data within the marketing channels
Working with marketing colleagues around the world
Conclusions
Bibliography
3 Data protection laws
Key concepts of data protection
Principles of data protection
The accountability principle
The risk-based approach
Other data protection laws for marketing
Conclusions
Bibliography
4 Classifying personal data
Use of personal data in marketing
Data source
Getting to know your customers through data
Statistical techniques and data protection
Market research
Types of data under GDPR
Conscientious curation of data
Conclusion
Bibliography
5 Legal grounds for marketing
Legal grounds for marketing
Contract
Consent
Legitimate Interest
Choosing the right legal ground
Conclusion
Bibliography
6 Explaining what you do with data with privacy statements
Why do I need a privacy statement?
Things you want to know before drawing up a privacy statement
Understanding the information requirements of a privacy statement
Legal requirements for transferring data to third countries
Points of consideration
Conclusion
Bibliography
7 Data protection requests
What data protection rights do your customers have?
General considerations of data subjects’ rights
Rights of data subjects in detail
Conclusion
Bibliography
8 Working with partners and suppliers
Partners and suppliers of marketing departments
Working relationships from a data protection perspective
Contractual arrangements
Conclusion
Bibliography
9 Data security
Understanding information security
Risk management
GDPR’s focus on security matters
Breach notification
Conclusion
Bibliography
10 Templates for GDPR
RoPA, LIA, DPIA and TIA
Records of Processing Activities – RoPA
Legitimate Interest Assessment – LIA
Data Protection Impact Assessment – DPIA
Transfer Impact Assessment and Transfer Risk Assessment – TIA and TRA
Conclusion
Bibliography
11 Data protection officer
What is a DPO?
Marketers and DPO
Conclusion
Bibliography
12 AI and marketing
What is AI?
Use of AI in marketing
Concerns about using AI
The EU AI Act
Towards responsible AI use in marketing
Conclusion
Bibliography
Index