DOWNLOAD: Marketo Guide ‘The GDPR and the Marketer’

DOWNLOAD: Marketo Guide ‘The GDPR and the Marketer’
February 20 16:15 2018 Print This Article
DOWNLOAD: Marketo Guide 'The GDPR and the Marketer'

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The General Data Protection Regulation will be affecting companies across many industries and fields. Companies will need to consider how the GDPR will affect them and their data processes specifically, bearing in mind the nature of their business and other relevant laws and regulations for their field.

‘The GDPR and the Marketer’ is a practical guide provided by Marketo that outlines how the GDPR affects marketing companies. The aim of the GDPR is to strengthen the rights of data subjects with the European Union (EU) and European Economic Area (EEA) regarding how personal data is used and protected. The six key principles from Article 5 of the Regulation are summarised and the significant penalties of up to €20 million or 4% of annual worldwide turnover are discussed.

The guide focuses on two key aspects of the GDPR that Marketing will need to review; consent and accountability. Common scenarios are discussed and how marketers can incorporate the new requirements into their processes using Marketo software.

Scenarios include:

  • Collecting Customer Personal Data to Maintain and Use
  • Collecting Customer Personal Data to Use for a Time-Limited Period to Provide Access to a Resource
  • Collecting Customer Personal Data to Maintain and Use for Limited Purposes
  • Your Customer Has Provided Consent in the Past, but Now Wishes to Withdraw Consent
  • Your Customer Wishes to Opt-Out of Marketo Tracking
  • Documenting Consent Provided Through Alternative Means

Information on other useful and relevant aspects of the Marketo software is also provided, including:

  • Audit Trail
  • Data Encryption
  • Data Management with Smart Lists
  • Data Subject Access Requests

This guide discusses the implications of the GDPR for Marketing and how it is important for marketers to build and maintain trust with customers. This includes customer expectations around collection, use and security of personal data. Useful information is provided on how marketing companies can comply with the GDPR and how the Marketo software can be used to meet the new GDPR requirements.

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GDPR Associates
GDPR Associates

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