3. david@emfluence.com@emfluence
Agenda
1. Look at some mindboggling numbers
2. Learn about basic classes of data
3. Combine data classes to create an audience
4. Learn how to stay out of trouble with the law(s)
5. Look at some examples of data put into action
4. david@emfluence.com@emfluence
Over the last two years, 90% of the data in the world was generated.
https://www.forbes.com/sites/bernardmarr/2018/05/21/how-much-data-do-we-
create-every-day-the-mind-blowing-stats-everyone-should-read/#7324d8bd60ba
5. david@emfluence.com@emfluence
More than 2 quintillion bytes of data are created each day.
That’s a 2 with 18 zeroes behind it.
2,000,000,000,000,000,000
https://learn.g2.com/big-data-statistics
18. david@emfluence.com@emfluence
Demographic Data – Who?
Socioeconomic
characteristics of
a population
expressed
statistically.
Age: 60
DOB: 3/5/1959
Income: 150,000+
Marital status: Married
Gender: Male
Head of Household: Yes
Address: 2 Park Place, KCMO 64105
MSA: Kansas City
Area code: 913
Education: BA, MA
Occupation: Business Owner
Family: 2 children
19. david@emfluence.com@emfluence
Psychographic – Why?
Psychographic
data consist of
information about
a person’s values,
attitudes,
interests and
personality traits.
Travels frequently, avid golfer.
Watches documentaries and
true crime mini-series.
Activist for equal pay.
Values family above all.
20. david@emfluence.com@emfluence
Behavioral Data – What?
Typically involuntarily
given. Generally by
tracking online activities
via methods like cookies.
It’s the reason so many
privacy laws are under
consideration.
Is it involuntary, or do we
just forget that we gave
permission?
Buying habits,
Brand preference
Product usage
Loyalty
Page views
Clicks
Email opens
Sites visited
34. david@emfluence.com@emfluence
What is GDPR
European Legislation that went into effect on May 25, 2018.
The legislation is designed to put control into the hands of consumers
regarding how their personally identifiable information (PII) is obtained,
used and shared.
35. david@emfluence.com@emfluence
Value to Consumers (Data Subjects)
Increased security.
Required consent to process and share information.
The right to correct PII that is incorrect.
The right to be forgotten.
The right to obtain the PII that a company holds.
37. david@emfluence.com@emfluence
Challenges for Marketers
Managing the right to be forgotten.
Companies must give consumers a method to delete the information stored
about them.
Adoption of a Data Protection Officer.
“expert knowledge of data protection law and practices.”
The DPO acts as the liaison between the company and the GDPR
Supervisory Authority and consumers.
39. david@emfluence.com@emfluence
Controller Responsibilities
Data Controllers are responsible for the principles relating to
processing of personal data.
• lawfulness
• fairness and transparency
• data minimization
• accuracy
• storage limitation and integrity
• confidentiality of personal data
-gdpreu.org
40. david@emfluence.com@emfluence
Processor Responsibilities
“… Controllers shall use only processors providing sufficient
guarantees to implement appropriate technical and
organizational measures in such a manner that processing will
meet the requirements of this Regulation and ensure the
protection of the rights of the data subject.”
-gdpreu.org
42. david@emfluence.com@emfluence
Privacy Notice
The following questions should be considered when writing a privacy notice:
What information is being collected?
Who is collecting it?
How is it collected?
Why is it being collected?
How will it be used?
Who will it be shared with?
What will be the effect of this on the individuals concerned?
Is the intended use likely to cause individuals to object or complain?
45. david@emfluence.com@emfluence
Defining Consent
Consent should put individuals in control while building trust and engagement
and enhancing your reputation.
Requires positive opt-in
Must be clear, explicit and concise
Must be easy to withdraw consent
Keep evidence of consent
Avoid making it a precondition of service
Just in time notice:
https://dma.org.uk/article/gdpr-in-practice-just-in-time-notices
46. david@emfluence.com@emfluence
Privacy By Design and Default
The controller shall, both at the time of the determination of the means for
processing and at the time of the processing itself, implement appropriate
technical and organizational measures, such as pseudonymization, which are
designed to implement data-protection principles, such as data minimization,
in an effective manner and to integrate the necessary safeguards into the
processing in order to meet the requirements of this Regulation and protect
the rights of data subjects.
-GDPR
47. david@emfluence.com@emfluence
Privacy By Design and Default
The controller shall implement appropriate technical and
organizational measures for ensuring that, by default, only
personal data which are necessary for each specific purpose of
the processing are processed. That obligation applies to the
amount of personal data collected, the extent of their processing,
the period of their storage and their accessibility. In particular,
such measures shall ensure that by default personal data are not
made accessible without the individual’s intervention to an
indefinite number of natural persons.
-GDPR
50. david@emfluence.com@emfluence
CCPA – California Consumer Privacy Act
Annual gross revenues in excess of $25 million
Buy, sell, or receive or share for commercial purposes personal information
gathered from 50,000 or more consumers, households, or devices;
Derive 50% or more of its annual revenues from “selling” consumers’
personal information.
51. david@emfluence.com@emfluence
CCPA – California Consumer Privacy Act
January 1, 2019
Data mapping and recordkeeping requirements begin
January 1, 2020
AB 375 goes into effect
July 1, 2020
Enforcement begins, subject to adoption of regulations by the Attorney
General
52. david@emfluence.com@emfluence
CCPA – California Consumer Privacy Act
Notice - inform the consumer as to:
The categories of personal information to be collected
The purposes for which such personal information will be used
A clear and conspicuous opportunity to opt out from the sale of his or her
personal information
Designated methods for submitting privacy inquiries and requests, including,
at a minimum, a toll-free telephone number and a website address.
53. david@emfluence.com@emfluence
CCPA – California Consumer Privacy Act
Non-discrimination
Denying goods or services to the consumer
Charging different prices or rates for goods or services, including through the
use of discounts or other benefits or imposing penalties
Providing a different level or quality of goods or services to the consumer, if
the consumer exercises the consumer’s rights under this title
Suggesting that the consumer will receive a different price or rate for goods or
services or a different level or quality of goods or services.
54. david@emfluence.com@emfluence
CCPA – California Consumer Privacy Act
Access - deliver, free of charge to the consumer
The categories of personal information it has collected about that consumer
The categories of sources from which the personal information is collected
The business or commercial purpose for collecting or selling personal information
The categories of third parties with whom the business shares personal information
The specific pieces of personal information it has collected about that consumer
55. david@emfluence.com@emfluence
CCPA – California Consumer Privacy Act
Deletion
A business that receives a verifiable request from a consumer to delete the
consumer’s personal information must delete the consumer’s personal
information from its records and direct any service providers to delete the
consumer’s personal information from their records.
56. david@emfluence.com@emfluence
CCPA – California Consumer Privacy Act
Restrictions on Sale of Data
A business that has received direction from a consumer not to sell the
consumer’s personal information or, in the case of a minor consumer’s
personal information has not received consent to sell the minor consumer’s
personal information is prohibited, from selling the consumer’s personal
information after its receipt of the consumer’s direction, unless the consumer
subsequently provides express authorization for the sale of the consumer’s
personal information.
59. david@emfluence.com@emfluence
Awareness Consideration Purchase Retention Advocacy
Customer Journey
Consumer insight. 61% of high performing marketing teams are actively mapping the customer journey, compared
to 22% of averagely performing teams and 6% of underperforming teams. (Source: Salesforce Research)
61. david@emfluence.com@emfluence
B2B Example
Marketing automation provider entering a new market with a product with
significant advantages over the marketshare leader.
Identify businesses who use the competitive product.
Identify employees involved in the decision making process.
Develop personas and messaging around those decision makers.
Launch a multi channel campaign leveraging data.
64. david@emfluence.com@emfluence
B2C Example - Amazon – Abandoned Cart
Relevancy: Item was added to my
cart, they know I am interested.
Data: CRM – basic contact info,
shopping cart ID and URL structure,
product info.
Timing: Within 48 hours of initial
search.
67. david@emfluence.com@emfluence
KC Waterproofing
Relevancy: They already know I have
a problem.
Data: Simple CRM – basic contact
info, service needed, ability to track
through the sales funnel.
Timing: Immediate need confirmed.
Reinforced need based on weather
forecast.
77. david@emfluence.com@emfluence
Athlete Network – Profile Buildout
Relevancy: I registered. It’s all about
me.
Data: CRM/Custom Application with
profile information.
Timing: Immediately or very soon
after registration.
86. david@emfluence.com@emfluence
Recap
1. Our minds were boggled by mindboggling numbers
2. We learned about basic classes of data
3. We combined data classes to create an audience
4. We learned how to stay out of trouble with the law(s)
5. We looked at some examples of data put into action
