Lindsay McEwan, VP & MD EMEA, Tealium - The Martech Industry and Your Data - Practical Advice to Ensure Governance
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A look at the impact of GDPR on the marketing technology industry, with advice on the steps that companies should take to safeguard their vendor engagements. Presented at Mezzo Labs’ “Getting to Grips with GDPR for Digital Marketers” event in June and July 2017.
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Lindsay McEwan, VP & MD EMEA, Tealium - The Martech Industry and Your Data - Practical Advice to Ensure Governance
- 1. The Martech Industry and Your Data Lindsay McEwan
- 2. © 2016 Tealium Inc. All rights reserved. | 2 The Martech Industry and Your Data - Practical Advice to Ensure Governance 22nd June 2017 Lindsay McEwan VP & MD EMEA at Tealium © 2016 Tealium Inc. All rights reserved. | 2
- 3. © 2016 Tealium Inc. All rights reserved. | 3 Agenda ● Introduction ● Holistic Advice, pertaining to your entire Martech Stack ● Practical Advice, pertaining to each digital channel ● Summary
- 4. © 2016 Tealium Inc. All rights reserved. | 4 Introduction: The Good News The GDPR legislation has created the biggest opportunity we as marketers have ever had to achieve the, up to now, elusive, single customer view.
- 5. © 2017 Tealium Inc. All rights reserved. | 5 Create a Value Exchange
- 6. © 2016 Tealium Inc. All rights reserved. | 6 Collaborate
- 7. © 2016 Tealium Inc. All rights reserved. | 7 The GDPR Stakeholders: The Magnificent Seven Legal & Compliance Security Marketing Executive Board Finance Customer Insight Data (CDO)
- 8. © 2016 Tealium Inc. All rights reserved. | 8 Form A Data Governance Council With Executive Sponsorship, form a data governance council, with representatives from each department/group.
- 9. © 2016 Tealium Inc. All rights reserved. | 9 1. Perform Due Diligence Audit data flows and understand where and who have access 2. Take a Data Inventory Understand what type of data is being processed and if it is required 3. Build Controls Provide clear and accurate notice of data usage both internally, with policy and process, and externally, through notification and T&Cs 4. Provide Clear and Accurate Notice Communicate your data policy across your organization, and to customers and vendors 1. Organically build consent & store who has opted-in Create programs, leveraging existing martech stack that encourage audiences to opt-in What should the Data Governance Council Focus on?
- 10. © 2016 Tealium Inc. All rights reserved. | 10 Council Creates a Responsibility Matrix & Project Plan Timeline Task
- 11. © 2016 Tealium Inc. All rights reserved. | 11
- 12. © 2016 Tealium Inc. All rights reserved. | 12 The Data Layer
- 13. © 2016 Tealium Inc. All rights reserved. | 13 Audit the data being sent to martech vendors
- 14. © 2016 Tealium Inc. All rights reserved. | 14
- 15. © 2016 Tealium Inc. All rights reserved. | 15 Owned Media - Preference Centre (Web, App, Outbound Messaging & CRM)
- 16. © 2016 Tealium Inc. All rights reserved. | 16 Judy12345678 JA64021 @JudyB judy098 76YH16Y judy_b@gmail.com jb1uwi1034567 judyB@mywork.com
- 17. © 2016 Tealium Inc. All rights reserved. | 17
- 18. © 2016 Tealium Inc. All rights reserved. | 18 CentralisedPreferenceCentre
- 19. © 2016 Tealium Inc. All rights reserved. | 19
- 20. © 2016 Tealium Inc. All rights reserved. | 20 Be Selective with External Data Suppliers Engage Directly: Be sure of the SLA Add Clauses related to: Data Ownership, Controller Obligations & Processor Obligations
- 21. © 2016 Tealium Inc. All rights reserved. | 21
- 22. © 2017 Tealium Inc. All rights reserved. | 22 Email Retargeting Ad Retargeting Facebook Ad Exchanges Twitter Without a central profile...
- 23. © 2017 Tealium Inc. All rights reserved. | 23 Clever Cookies...
- 24. © 2016 Tealium Inc. All rights reserved. | 24 Earned Media (Social - Twitter, LinkedIn, Facebook) Social Media
- 25. © 2016 Tealium Inc. All rights reserved. | 25 Summary