The General Data Protection Regulation: Why do people say yes to marketing?
There is a dichotomy between respect for private lives and the data-driven demands of marketing. Hyper personalisation, profiling and programmatic marketing’s ability to deliver pinpoint accurate messaging, must surely drive greater return on marketing investment; but at what cost to an individuals’ right to privacy.
What if a law demanded absolute honesty, total disclosure, a revelation of the true intimacy of the data collected, a cathartic proclamation of the true depth of our knowledge, the value of this data, and the profit earned?
Never mind what if; it’s here and will be in force in less than two years.
This event is about what you can, and should be doing to profit from changes in law and attitudes precipitated by the General Data Protection Regulation. Marketers and agencies must now ask; if people were made to understood what we did in terms of tracking, segmenting, profiling, augmenting, scraping and trading in data about them, would they actively, unequivocally, continually CONSENT to it?
If you think the answer is no, you might want to place this question at the top of your to-do list; why people say yes to marketing?
Paul Stephen, CEO of Sagittarius, is a BIMA Special Advisor with responsibility for the organisation's involvement in data and privacy discussions. Paul has over 20 years experience in the digital and marketing industries.
Chris Combemale is Chief Executive of the DMA Group, which comprises the DMA, the IDM and consumer preference services (TPS and MPS). The DMA Group is the UK’s leading advocate for responsible data-driven marketing providing leadership, learning and lobbying to the UK’s leading brands, agencies and suppliers.
Duncan Smith is the principal trainer for specialist consultancy iCompli Ltd who train and advise clients on information law and privacy issues. Duncan has developed and delivered courses for professional bodies including the IDM and CIM.
Robert Belgrave, CEO of Wirehive, has over a decade's experience in the industry and comes to the panel with a unique blend of technical knowledge and commercial experience. Wirehive is a hosting company that places an emphasis on security and has the technical expertise to advise on data integrity.
Sebastien De Cock, Technology Partner at DigitasLBi, is a technology enthusiast with 15+ years of experience in designing solutions where people, digital, marketing and technology work together to deliver best-in-class technology platforms that meet and exceed clients' business transformation objectives. As Techonology Partner at DigitasLBi, Sebastien is responsible for technology engagements with some of the agency’s major European clients such as Formula 1 and Samsung.
Sue Eustace, Director of Public Affairs at the Advertising Association, has led an industry-wide effort to produce client-friendly 'data principles', to enable brands and agencies to better understand their data handling obligations. In her role at the AA, Sue is responsible for UK and European policy and regulatory issues affecting advertising and marketing communications.
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