Ahead of the new Data Privacy legislation coming into play in May 2018, we take a look at what GDPR means for businesses, answer some common questions, take a look at the benefits of using an integrated Sales & Marketing CRM (Gold-Vision), and how to make it work for you. We also share some of the things we learned (and did!) as we looked to add new GDPR capabilities into Gold-Vision CRM, and set out the key steps you can take to ensure that you're business is GDPR-compliant. [This presentation was first delivered as a free seminar at the B2B Marketing Expo 2018.] Find out how to get GDPR-Ready with Gold-Vision at https://gold-vision.com.

1. Make GDPR Work for Your Business
Using Truly Integrated CRM
Jiggy Patel & Natalie Gorton

2. GDPR
6 Data Protection Principles – Article 5
8 Data Subject Rights
Right to be informed
Appropriate security, technical and organisational
Adequate, relevant and limited Accurate and up-to-date
Right of access Right to rectification
Lawful, fair and transparent
Kept no longer than is necessary
Specified, explicit and legitimate purpose
Right to restrict processing
Right to object
Rights in relation to automated decision making including profiling
Right to data portability
Right to erasure

3. GDPR… Lawful Basis for Processing
Article 6 – you need at least one!
a) …consent – for one or more specific purposes
b) …for the performance of a contract…
c) …compliance with a legal obligation to which the controller is subject
d) …to protect the vital interests of the data subject or another natural person
e) …in the public interest or in the exercise of official authority…
f) …legitimate interests… except where such interest are overridden by the interests or fundamental rights and
freedoms of the data subject…
ethnicity / racial origin religious or philosophical beliefspolitical opinions trade union membership
genetic data sex life or sexual orientationhealth databiometric data uniquely identifying a natural person
Any Special Categories of data need an Article 9 basis as well

4. GDPR… where’s the Marketing?
ePrivacy Regulation (ePR)
• Was due to come into force with GDPR but has been delayed
• Likely to require opt-ins for B2B email
Privacy and Electronic Communications Regulations (PECR)
• From 2003 (last updated 2016) – so you should already comply with this
• marketing calls, emails, texts and faxes;
• cookies (and similar technologies);
• keeping communications services secure; and
• customer privacy as regards traffic and location data, itemised billing, line identification,
and directory listings

5. GDPR… or is this Marketing?

6. GDPR… or is this Marketing?
Real Questions…

7. GDPR… or is this Marketing?
Real Questions…

8. GDPR… or is this Marketing?
Real Questions…

9. GDPR… or is this Marketing?
Real Questions…

10. What is a truly integrated CRM?
Lead or
Contact
Campaigns
•Email
•Activities
Web
•Visits
•Likes / Shares
Data
•Clicks
•Preferences
•Contact Update
Update
•Qualify
•Interests
•Segmentation

11. GDPR… the benefits of integrated CRM
One repository of information to maintain
Simplify logging and acting on Subject Access Requests and Erasure
Requests
Manage preferences in one place
Remove the need to synchronise different lists
Fully integrate Sales and Marketing

12. GDPR… Make it work for your business
Put your target audience at the heart of your strategy
Provide choice:
• To update preferences
• To update details
• To update methods of contact
The right message,
to the right contact,
at the right time.
Send less, do more.

13. GDPR… What we learned
• A contact must have a use-by date
• The use-by date might need to change
• The customer journey might pass through more than one purpose, lawful basis etc.
• Any of the above could be part of a Subject Access Request
• Privacy Notices need to be provided – either at the time of data collection or within a
month
Documenting all of the above would be very useful
Automating any of the above would be amazing…

14. GDPR… What we did
1. Identify personal and sensitive fields
2. Create Purposes
3. Build Privacy Rules
Monitor and Manage

15. GDPR… Next Steps
5. Manage Your Data
4. Clean & Clear Your Data
3. Communicate Updates
2. Write Your policies
1.1. Audit Your Data

16. GDPR…
and Gold-Vision CRM
Thank you!
Any questions?
Jiggy Patel & Natalie Gorton
Find us on Stand 1660
@GoldVisionCRM | gold-vision.com