Course Overview
Achieving compliance in all areas of customer contact is now far removed from 'just data protection'; it is an essential part of a mature customer contact strategy. Successful marketers must respond to the challenge of achieving a profitable balance between the demands of law and the demands of the business. In so doing marketers now fulfil a far more challenging role where they are called upon to be both expert advisor and enforcer in information law and privacy.
This course provides you with the knowledge to meet this challenge and for you to 'step-up' into this new marketing role.
The purpose of this course:
We're not training you to be a lawyer; we ARE training you to be a responsible marketer with an advanced skill set in information law and privacy.
Why? So you can MAXIMISE the value of the contact data you have in your business. By understanding what you can and can't do with personal data you can open up new profitable opportunities for data capture, data sharing, e-mail/SMS marketing.
Benefits for your organisation:
A marketing team with in depth information law and privacy knowledge will be more successful in customer contact. Confident in their ability to challenge the myths and legends, they will build more profitable permission-based relationships with customer data.
This marketing team can turn commitment to protecting privacy rights into a positive influence on purchasing behaviour. This will help organisations avoid costly mistakes, protect brand investment and unlock huge benefits
Benefits for you as an individual:
You will gain knowledge and confidence to 'step-up' into a new marketing role; a role where you advise and shape customer contact strategy, proactively supporting your organisation in its responsibilities to comply with information law and privacy legislation.
You will be able to demonstrate a wider knowledge of marketing issues, helping you deliver successful, compliant marketing campaigns.
Audience
Designed for the marketing professional, database marketer, in-house legal advisor or owner/manager responsible for customer contact. Simply put, if it's your job to get your or your client's message in front of a purchaser, this course is for you. If you have yet to get up-to-speed on Data Protection Act 1998 and the Privacy and Electronic Communications (EC Directive) Regulations 2003, then this is for you.
Skills Gained
You will learn how to:
- Write privacy and compliance statements that actually win more business, not just bore people to death!
- Manage risk across complex multi-channel marketing programs
- Assess your data acquisition and database marketing for compliance, particularly versus the requirements of the Data Protection Act 1998
- Untangle industry codes of practice e.g. DMA and Advertising Standards Code of Practice and their relevance to primary legislation
- Gain confidence in your ability to develop a ROI from a multitude of marketing databases
Course Outline
Demystifying the essential elements of primary information law and privacy legislation including the Data Protection Act 1998 and the Privacy and Electronic Communications Regulations 2003, so that you can deliver customer contact programs that have the resilience to stand up to legal and compliance scrutiny. To do this we will have an in-depth look at these and many other topics:
- Data capture - designing compliant forms and writing your privacy policies
- Data purchase - what you can and CAN'T buy
- Data sharing - with whom you can and CAN'T share
- Data security - how you look after the personal data you have and the risks of losing it
- E-mail campaigns - getting your opt-ins and opt-outs sorted
- Extra-territoriality - Extra what! Global and pan European legal issues, or whose law applies
Pre and post learning support:
As part of pre course awareness, we suggest that you think about the data flows in your organisation. Where does personal data come from? Do you capture it on your websites, registration forms or do you buy it in from list brokers? With whom do you share your data; are you part of a larger Group of companies and are they overseas?
To take away from the course:
Information law and privacy can be a complex and confusing subject, but your Course Director has developed a number of simplified flowcharts that will not only help you to grasp the key messages quickly, but they will also prove invaluable as you begin to use your knowledge many months after the course.
