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TRAINING EVENT: General Data Protection Regulation – In Practice

5th December 2017


A unique opportunity for you to test and improve your knowledge of GDPR. Using workplace scenarios, we disassemble marketing practices from simple email sign-up to complex profiling, and data sharing, challenging whether each complies with GDPR.

Level: Intermediate

Duration: 1 day (7 CPD hours)

During this course you will learn to:

  • Delegates will leave this course equipped with practical skills and confidence in:
  • Applying the new GDPR and ePrivacy laws to your marketing campaigns
  • Interpreting the ePrivacy laws and deciding between opt-in versus opt-out
  • The core legal concepts of ‘valid consent’ before you begin any lead generation initiatives or marketing campaigns
  • How profiling, data appending, LinkedIn ‘scraping’ and wealth screening are all impacted by GDPR
  • Delivering compliant email marketing and data sharing campaigns

The Marketing Scenario

We introduce the marketing scenario, we will be using throughout the day, to challenge and reinforce your knowledge of GDPR.

This scenario will be used as a framework for the learning objectives and your questions. Multiple stages in the scenario are designed to test the depth and breadth of your knowledge and your ability to deliver GDPR compliant marketing strategies.

We will be taking a product to market and working our way through the following key legal/marketing challenges.

Lead Generation, including

Data cleansing, data purchasing, newsletter signup, events, web analytics, cookies, data segmentation and prospect profiling

Lead nurturing, including

Data appending/augmentation, content marketing, email and SMS marketing

Sales, including

Account sign-up, dropped basket marketing,

Data flow mapping and process auditing

Whether for a formal Data Privacy Impact Assessment (DPIA) or as part of your audit process, the ability to map the flow of data through your organisation is critical to risk identification and compliance. Before each scenario, we will map the flow of data before completing a GDPR risk assessment.

  1. Learn how to use data flow mapping as a compliance tool
  2. Identify risks before the regulator

Risk Management

As marketers, we are part of the management team. We act responsibly, and measure our risk. This session teaches you how to recognise and deal with the real-world challenge of grey…when there is no black and white answer to the question ‘are we compliant?’

How to assess the risk of non-compliance

  1. How to build a methodology for identifying and assigning risk including the GDPR requirement for Privacy Impact Assessments.
  2. Relater risk to fines and civil monetary penalties issued by the Information Commissioner

Understanding compliance and the Client/Agency relationship

The Regulation places much greater emphasis on managing the supply chain, including people who process data on your behalf (data processors). Learn how to effectively contract and assign risk and responsibility when engaging third parties.

Rights and Responsibilities

With the legal emphasis firmly on valid, verifiable consent, it’s no wonder opt-in is hot topic. Coupled with the requirement to bring to their attention, an individual’s right to say no to marketing, we demonstrate how effective use of marketing skills can increase the number of opt-ins and minimise the number of opt-outs.

Last Chance Q&A

‘Cement’ the days learning by confirming your understanding of the days learning objectives and revisit areas that remain unclear.

Identify information sources that will help you transition classroom learning in to a long-term strategy for privacy management and compliant, effective marketing.

GDPR Checklist

Following the workshop, you will take away an actionable checklist on the key components of GDPR that you can implement in your business immediately.


Dma House
London, W1W 8SS United Kingdom
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