In today’s digital age, data plays a crucial role in marketing strategies. However, with great power comes great responsibility. This course is designed to help marketing professional ensure that the collection, management, and utilization of data is done in a compliant and ethical manner.
With an emphasis on privacy, this course equips marketers with the necessary skills to navigate the complex landscape of data regulations and minimize risk in their marketing activities breaching regulations and avoid the significant impacts that can result from a breach.
Who is it ideal for:
This course is suitable for marketing professionals, digital marketers, data analysts, and anyone involved in marketing activities that involve the collection, management, and utilization of data.
Learning Outcomes:
By the end of this course, participants will possess a solid understanding of the ethical considerations and legal obligations surrounding data privacy in marketing, empowering them to make informed decisions and uphold the highest standards of privacy and compliance in their marketing endeavours.
1. Understanding the Role of Data: Explore the significance of data in marketing and its various applications.
2. Defining Personal and Sensitive Data: Learn to distinguish between different types of data and their levels of sensitivity.
3. Data Flow in Organizations: Trace the journey of data from collection to storage and utilization within an organization.
4. Regulatory Framework: Gain insights into the regulations governing the collection, storage, and use of personal data, including GDPR, CCPA, and upcoming changes to the Privacy Act.
5. Adherence to Principles: Explore key principles such as transparency, accountability, security, and customer rights that underpin ethical data practices in marketing.
6. Consequences of Breaches: Understand the financial and brand repercussions of breaching data regulations and the importance of compliance.
7. Future Trends: Stay updated on upcoming changes to privacy regulations, including amendments to the Privacy Act, and their implications for marketing practices.
8. Risk Minimization Strategies: Discover practical strategies and best practices to mitigate the risk of breaching data regulations in marketing activities.
Topics covered:
Day 1 – The data privacy landscape.
Module 1: Introduction to Data in Marketing
- Importance of data in marketing
- Common types of data used in marketing activities.
Module 2: Overview of Data Regulations
- The principles of data privacy
- Introduction to key data privacy regulations (e.g., Privacy Act, GDPR, CCPA,)
- Understanding the scope and implications of regulations on marketing activities
Module 3: Data Collection Methods
- Overview of data collection techniques (e.g., website, surveys, CRM systems)
- Best practices for ethical data collection
- Importance of obtaining consent and transparency in data collection
Class Activity: Focus on a recent campaign. Summarise the data collected and used. Identify any issues with how that data has been processed.
Day 2 – Managing compliance.
Module 4: Data Storage and Management
- Understanding data storage systems (e.g., databases, cloud storage)
- Security measures to protect stored data.
- Data retention policies and compliance requirements
Module 5: Compliance Framework for Marketers
- Building a privacy compliance framework
- Practical steps for ensuring compliance in marketing campaigns and initiatives.
Module 6: Risk Mitigation Strategies
- Identifying common risks and vulnerabilities in marketing data practices
- Strategies for minimizing the risk of data breaches and non-compliance.
Class Activity: Review the summaries and discuss implications for their organisation.
Course experience
- Marketing budget template provided to use post-workshop
- A/B testing framework to implement post-workshop
- Holistic strategies to trial for most budgets post-workshop
- Q&A and feedback