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.

1. The Martech
Industry and
Your Data
Lindsay McEwan

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The Martech Industry and Your Data -
Practical Advice to Ensure Governance
22nd June 2017
Lindsay McEwan
VP & MD EMEA at Tealium
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Agenda
● Introduction
● Holistic Advice, pertaining to your entire Martech Stack
● Practical Advice, pertaining to each digital channel
● Summary

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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.

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Create a Value Exchange

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Collaborate

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The GDPR Stakeholders: The Magnificent Seven
Legal &
Compliance
Security
Marketing
Executive
Board
Finance Customer
Insight
Data (CDO)

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Form A Data Governance Council
With Executive Sponsorship, form a data governance council,
with representatives from each department/group.

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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?

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Council Creates a Responsibility Matrix & Project Plan
Timeline
Task

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The Data Layer

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Audit the data
being sent to
martech
vendors

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Owned Media - Preference Centre (Web, App,
Outbound Messaging & CRM)

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Judy12345678
JA64021
@JudyB
judy098
76YH16Y
judy_b@gmail.com
jb1uwi1034567
judyB@mywork.com

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CentralisedPreferenceCentre

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Be Selective with External Data Suppliers
Engage Directly: Be sure of the SLA
Add Clauses related to:
Data Ownership,
Controller Obligations &
Processor Obligations

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Email Retargeting
Ad Retargeting
Facebook
Ad Exchanges
Twitter
Without a central profile...

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Clever Cookies...

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Earned Media (Social - Twitter, LinkedIn, Facebook)
Social Media

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Summary