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How the General Data Protection Regulation (GDPR) will Impact Marketing

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Edinburgh Chamber of Commerce

40 George Street

Edinburgh

EH2 2LE

United Kingdom

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Refund Policy

Refund Policy

Refunds up to 7 days before event

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Description

If you are in marketing, we expect you’ve heard about the General Data Privacy Regulation (GDPR) coming into force on 25 May 2018. The legislation will have a big impact on the way marketers approach their work and how organisations obtain, store, manage or process the personal data of EU citizens. This session will give some specific examples of what will change, share best practice with case studies and explain why it can be great news for marketers.

This course is designed for those with marketing or compliance responsibilities at all levels, both on the client and the agency side. A recent survey found that almost a fifth of marketing and advertising agencies would go out of business if they were to be hit by a fine for non-compliance of the legislation.

Some 70% said they wouldn't be certain of their ability to detect a data breach. Meanwhile, just 37% said they would be equipped to deal with it in the required timescale of three days.

Course Outcomes:

  • How the new GDPR law defines personal data
  • What constitutes “profiling” or target marketing
  • What individuals need to be told about the processing of their personal data for direct marketing purposes
  • How explicit consent will need to be obtained
  • How will the GDPR impact on data processors
  • How to handle the new individual right to be forgotten, also known as the right to erasure.
  • What the database will have to store

Course Outline

Changes for marketers:

  • What consent will look like
  • Will the “soft opt-in” for email remain
  • How to use ‘Legitimate Interests’
  • What profiling is covered
  • What do individuals need to be told and how?
  • Database impacts
  • The use of data will have to be much more transparent; what do individuals need to be told and how?

Database impacts:

  • What will you need to record to support legal processing?
  • Can your current database cope with the detail on consent and objections?
  • What are Privacy Impact Assessments and when will you have to undertake them?

Disclaimer: This session will not offer legal advice for your company to use in complying with EU data privacy laws like the GDPR. Instead, it provides background information to help you better understand the GDPR. You may not rely on this as legal advice, or as a recommendation of any particular legal understanding.

Trainer Profile

Founder of Edinburgh’s The Marketing Mentor, strategist and trainer Ann Robb combines up-to-the-minute expertise in digital marketing and social media with an extensive, 20-year background in traditional marketing and entrepreneurship. As the Marketing Mentor, Ann uses her expertise to guide corporates and start-ups in how to focus investment in marketing for the maximum possible return.

As well training in digital marketing for the Edinburgh Chamber of Commerce Ann is also a trainer for The Google Digital Academy where she facilitates Google's Brand Solutions Masterclass to enable clients to shape their brand and businesses with a consumer-centric and digital-first mindset.

Follow Ann on LinkedIn

Members of Edinburgh Chamber of Commerce should book their place at a discounted rate here.

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Date and Time

Location

Edinburgh Chamber of Commerce

40 George Street

Edinburgh

EH2 2LE

United Kingdom

View Map

Refund Policy

Refunds up to 7 days before event

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