During his time at FinTech giant (FIS), Colin Day was responsible for the GDPR readiness programme across the firm’s demand generation and marketing activities. This presentation looks at that journey. We will review the State of the law, providing a brief synopsis of what we all know. We will consider the power of the GDPR and how it has the potential to drive the next wave of the Martech evolution. We will examine the route to compliance and the impacts on engagement.

1. an initiative of:
GDPR
The road to implementation
Building a world-class consent management and data privacy
compliance strategy with intelligent audience insights that drives
greater engagement

2. The Wizard of Oz
Follow Dorothy and Toto the dog journey along the yellow brick road
• The Scarecrow wants a brain
• The Tinman wants a heart
• The Cowardly Lion wants courage
• Dorothy wants to go home to Kansas

3. Colin Day
Vice President Global
Demand Centre &
Marketing CTO
• FIS™ is the world's largest global provider
dedicated to financial technology solutions
• Regulatory changes globally
• Risks – Financial and Reputation
• Historically had different consent models
across globe
• Added complexity of different consent
management tools in various CRM system
due to acquisitions
The Road to Implementation

4. THE GDPR
WHAT IS IT?
Why should I care?
The General Data Protection Regulation (GDPR) is the biggest
change in data protection laws for 20 years, and comes into
effect on May 25th, 2018.
It is a new set of rules governing the privacy and security of
personal data laid down by the European Commission. The
GDPR has been designed to give power back to citizens over
how their data is processed and used.
While great news for individuals, it presents complex
challenges for companies and has global implications!
Personal Information: any information relating to
a person (Data Subject) that can be used to directly or
indirectly identify the person. It can be anything from a
name, an ID number, a photo, an email address, bank
details, posts on social networking websites, medical
information, or an IP address.
Data Management: details how personal
information must be handled, including data capture &
consent, access, the right to be forgotten, data portability,
rectification.
Fines: The fines are daunting with a maximum of €20
million or 4% of annual turnover for the most serious
breaches.
Breaches: sets new requirements for notification of
data breaches including notifying the authorities within
72 hours

5. Cultural change and
stakeholder management
Lawful processing of
personal data
Quality vs Quantity
FOUR ASPECTS
THREAT OR OPPORTUNITY
Consent and Privacy by Design
Different data privacy
regulations
Legal People Technology Data

6. The numbers…
Intelligent Data Privacy and Consent Management
Contact universe
1.485m
Monthly decay
4%
59,400
By leveraging best-in-class guidance and frameworks, FIS moved to a consistent consent model that ensures
compliance and drives greater contact engagement and results.
Marketing tactics
executed in 2017
1,886
Marketing emails
sent in 2017
12.8m
Marketing sourced
pipeline target
30%
Marketing sourced
closed/won Target
10%

7. The FIS Consent Management Deployment Approach
PLANNING
Contracts1
Project
Planning
2
Finalize
Requirements
3
Infrastructure
Sizing
4
Conceptual
Data Model
5
Training5
INSTALLATION
Infrastructure
Setup
6
Consent Manager
Install
7
CONFIGURATION
Specific Consent
Manager Configuration
8
API Config9
Consent Model
Config
10
VALIDATION
Integration
Validation
11
Delivery
Validation
12
End to End
testing
13
PRODUCTION
Final Checks14
System Go Live15
Post Install
Validation
16
Customer
Support
17

8. Consent Management the FIS Way
• Opt-in
Campaign
• Credential
Certification
• Preference
Centre
• Tele
Campaign
• Multi-touch
Multi-channel
• Physical call
campaign
• Opt-in
validation
• Preference
management

9. TRANSPARANCY
CONSENT
Right content, right channel, right time
2USER CAN MANAGE PREFERENCES -
1USER LOGINS IN
AND SELECTS PREFERENCES
5USER MAY RE-SUBSCRIBE
4USER STATES REASON
FOR UNSUBSCRIBING -
USER MAY UNSUBSCRIBE 3

10. Critical
Success
Factors
• Proactively developed a consistent
approach to consent/preference
management that’s futureproofed.
• Utilisation of best-in-class Preference
Management Framework with which to
align and accelerate deployment.
• Leveraging internal competencies of the
team, their mind-set and the toolset used
throughout journey.

11. The Impact & Results at FIS
Open rate of 25-30%.
Very high responses
25-30%
Already opted-in and growing
Engagement is so much richer
66% +
Unsubscribe rate through
campaign rate of only 2%
2%
What developed is future proofed.
Toolset in place to adapt and optimize
for any regulation
Already extended to support SMS,
additional channels in the future

12. The Wizard of Oz
Dorothy runs to her Aunt Em saying “I’m glad to be home again!”
• Lack of understanding - the Wicked Witch of the East
• The regulation - the Wicked Witch of the West
• Frameworks - our yellow brick road
• The Cowardly Lion, our marketing ops team - got courage
• The Tinman, our leadership team - took heart
• Dorothy, our clients – got home to Kansas

13. an initiative of: