How to Use Customer Data

Navigating Gdpr, Dpdi and a Future with Marketing AI
1. Auflage 2024
ISBN: 978-1-3986-1515-1
Verlag: Kogan Page

Buch, Englisch, 296 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 453 g

Data-driven marketing is a huge aspect of any modern-day marketing plan, but balancing customers' privacy concerns with the latest innovations can be a complex challenge. When done right, data-driven marketing can build customer trust for sustainable long-term value. This is precisely where How to Use Customer Data comes in, by breaking down everything you need to know about this fast-moving field into one simple and easy to read guide. Designed specifically for marketing professionals, this guide explains the principles of data protection, explores the legal requirements of the GDPR and UK DPDI Bill/Act and provides clarity on exactly what you need to know and do to be compliant whilst also looking at how using data well can improve the customer journey through personalization. Tackling all the hot issues of the moment, this book looks at how digitally mature marketers can work in compliance, how to use clean rooms and pseudonymization to promote trust and the impact AI could have, making it a must-read for all marketing professionals.

Autoren/Hrsg.

Scheuing, Sachiko

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

• • Chapter - 01: What is data protection?;
  • Chapter - 02: What is marketing?;
  • Chapter - 03: Data protection laws;
  • Chapter - 04: Classifying personal data;
  • Chapter - 05: Legal grounds for marketing;
  • Chapter - 06: Explaining what you do with data with privacy statements;
  • Chapter - 07: Data protection requests;
  • Chapter - 08: Working with partners and suppliers;
  • Chapter - 09: Data security;
  • Chapter - 10: Templates for GDPR;
  • Chapter - 11: Data protection officer;
  • Chapter - 12: AI and marketing;

Über Autor(innen)

Scheuing, Sachiko
Sachiko Scheuing is an award-winning privacy professional with solid experience in marketing and data science based in Frankfurt, Germany. She currently serves on the Europe Middle East and Africa senior leadership team of Acxiom, part of Interpublic Group of Companies Inc. (IPG), as its European Privacy Officer. She is also currently serving her third 3-year term as the Co-Chairwoman of the Federation of European Data and Marketing (FEDMA) based in Brussels. In 2020, she was awarded the DataIQ Professor Derek Holder Lifetime Achievement Award for her contribution to the data protection and advertising industries.

Sachiko Scheuing is an award-winning privacy professional based in Frankfurt, Germany. She serves on the Europe Middle East and Africa senior leadership team of Acxiom, part of Interpublic Group (IPG), as European Privacy Officer. She also currently serves as the Co-Chairwoman of the Federation of European Data and Marketing (FEDMA). In 2020, she was awarded the DataIQ Professor Derek Holder Lifetime Achievement Award for her contribution to the data protection and advertising industries. In 2024, she was named by Women in Data® as one of the 20 most influential women in data and tech.