How Marketo can tame the GDPR - Stephen Yeo - Adobe Summit 2019 - Marketo

3. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Log in to your account using the details sent to you when you registered Enable social and select the room for your session Ask questions and answer polls Interact with Summit 2019 using the event app Don’t forget to tweet using #AdobeSummit

6. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Reputational risk The attack cost £42m to TalkTalk and 101,000 subscribers left in the aftermath of the attack. On 5 October 2016, TalkTalk was fined £400,000 by the Information Commissioner's Office for its negligence on securing clients data. #AdobeSummit #MKTGnation

7. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Personal data stewardship is an opportunity for brands Create and Manage Requests Search and Gather Data Notify Request Status Review and Release Data Create a Request Receive Confirmation View / Export / Update / Delete Data #AdobeSummit #MKTGnation

9. © 2019 Adobe. All Rights Reserved. Adobe Confidential. B2B GDPR rules are less strict than B2C If a contact falls under 1. Companies with ≥ 2 people 2. Limited liability partnerships ≥ 2 people 3. Government bodies We can electronically market if the contact falls under legitimate interest if B2B #AdobeSummit #MKTGnation

10. © 2019 Adobe. All Rights Reserved. Adobe Confidential. B2B exceptions: Legitimate interest Direct Marketing is a legitimate interest if your message is linked to the recipients job and industry 1. Security camera ▶ Security Manager 2. Projector ▶ AV Manager #AdobeSummit #MKTGnation

11. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Job Title Total (blank) 13037 General Manager 4931 Managing Director 4704 Director 3633 ADMINISTRADOR UNICO 2248 Manager 2227 Algemeen directeur 1796 Senior IT Executive 1598 Other 1574 Director General 1498 IT Manager 1146 Proprietor 1053 MANAGING DIR 874 Managing Partner 849 Gerente 826 Human Res. Mgr 819 Purchasing Manager 819 Mgr. 752 Administrador 694 Gérant 687 Manager or Head of Department 679 RESPONSABILE IT 630 owner 626 ceo 620 Partner 615 Responsable Technique 542 Grand Total 109574 You probably have the data you need to start! Job titles of all leads and sales opportunities Use these to help define legitimate interest segments Computers Scanners #AdobeSummit #MKTGnation

12. © 2019 Adobe. All Rights Reserved. Adobe Confidential. How campaigns are normally built Audience lists are linked to a campaign (one use only) Audience list selection CAMPAIGN EXECUTION Build logic Build artwork Contact database Building a legitimate interest group by hand each time is very time consuming #AdobeSummit #MKTGnation

13. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Pre-defined audience segments are better for legitimate interest Segments are part of the database and can be used in many campaigns Pre-defined Audience selection CAMPAIGN EXECUTION Build logic Build artwork Contact database SEGMENT #AdobeSummit #MKTGnation

14. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Marketo segments are ideal for this Their definition does not change (membership does). They can be used in any campaign. SEGMENTS ARE USED TO DEFINE GROUPS OF PEOPLE WHO FALL UNDER LEGITIMATE INTEREST #AdobeSummit #MKTGnation

17. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Practical considerations Data quality used for legitimate interest must have.. 1. Mandatory - job descriptions 2. Ideal - SIC industry (using data enrichment) #AdobeSummit #MKTGnation

18. © 2019 Adobe. All Rights Reserved. Adobe Confidential. You should keep personal data for the shortest possible time You must store data for the shortest time possible. That period should take into account the reasons why your company/organisation needs to process the data, as well as any legal obligations to keep the data for a fixed period of time (for example national labour, tax or anti- fraud laws requiring you to keep personal data about your employees for a defined period, product warranty duration, etc.) Your company/organisation should establish time limits to erase or review the data stored Article 5(1)(e) and Recital (39) of the GDPR #AdobeSummit #MKTGnation

19. © 2019 Adobe. All Rights Reserved. Adobe Confidential. How can you manage this with so much moving data? #AdobeSummit #MKTGnation 70.7% Our database grows by about 40K people per year, even after cleaning! MARKETABLE 297,662

20. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Steps to automate data retention policy #AdobeSummit #MKTGnation 1 Create your data retention policy 2 Create a database with a single customer record 3 Whenever a record is created/edited, check (and update) the deletion date 4 Regularly Delete personal data outside the retention policy

22. © 2019 Adobe. All Rights Reserved. Adobe Confidential. B2B data retention policy example 2 Years 3 Years 7 Years 10 Years Indefinitely Competition entrants X Marketing opt-ins Until opted out Contact us sales forms, inbound telephone sales inquiries, event inquiries, gated content access X Request for call back X Service site members Until un-registers from service site Customer service calls, forms or service specific emails X Email, meeting, telephone call). X Partner portal members Until un-registers from Partner Portal Promotions X Legitimate Interest X ACTIVE REASONS The contact put themselves in the database Each contact can belong to different groups with different retention policies. The most advanced date wins in a competition PASSIVE REASONS Marketing puts the contact in the database If a contact is not a member of the other retention policy types, then Legitimate Interest deletion date is used #AdobeSummit #MKTGnation

24. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Central database of personal information with retention rules Awareness Lead generation Sales pipeline Warranty registration Customer service SUSPECT PROSPECTCUSTOMER Partner Program #AdobeSummit #MKTGnation

25. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Create a single customer record The deletion date is like a Visa expiry date You are allowed to stay in our database until this expiry date #AdobeSummit #MKTGnation

26. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 2 deletion dates are needed in the contact record #AdobeSummit #MKTGnation PASSIVE REASON: Deletion date set due to contact being entered by marketing due to legitimate interest. ACTIVE REASONS: Deletion date set due to contact actively doing something. “STRONGER” THAN LEGITIMATE INTEREST WHEN COMPARED IN DELETION LOGIC LEGITIMATE INTEREST DATE ONLY USED IF CONTACT NOT A MEMBER OF ANY OTHER RETENTION POLICY REASON

28. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Each data retention category needs its own “motion detection” LISTENING CAMPAIGN 1 LISTENING CAMPAIGN 2 LISTENING CAMPAIGN 3 #AdobeSummit #MKTGnation

29. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Listening campaign for each part in data retention policy Whenever record updated or created, deletion date updated One set of campaigns to update deletion date (for every part of retention policy) LISTENING CAMPAIGN 1 LISTENING CAMPAIGN 2 LISTENING CAMPAIGN 3 LISTENING CAMPAIGN 5 LISTENING CAMPAIGN 6 LISTENING CAMPAIGN 7 LISTENING CAMPAIGN 8 LISTENING CAMPAIGN 9 LISTENING CAMPAIGN 10 LISTENING CAMPAIGN 4 RETENTION POLICY ACTIVATES DELETION DATE LEGITIMATE INTEREST DELETION DATE #AdobeSummit #MKTGnation

30. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Example of a Data Retention policy processing rule to update deletion date High level design Contact us web form identification deletion date population #AdobeSummit #MKTGnation Smart list Flow

33. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 3 Data deletion steps #AdobeSummit #MKTGnation Identify contacts outside data retention policy Check email and appointments with them Final check with Sales 1 2 3

34. © 2019 Adobe. All Rights Reserved. Adobe Confidential. (1) Identify people outside data retention policy #AdobeSummit #MKTGnation Legitimate interest deletion date Retention policy activities deletion date RETENTION POLICY ACTIVITY DELETION DATE BEFORE TODAYS DATE? RETENTION POLICY ACTIVITY DELETION DATE EMPTY AND LEGITIMATE INTEREST DELETION DATE BEFORE TODAYS DATE? Deletion candidateDeletion candidate YES YES OR

35. © 2019 Adobe. All Rights Reserved. Adobe Confidential. (2) Check email and appointments (ongoing business relationship) Most sales teams use Outlook for email and calendar OUTSIDE SALESFORCE.COM AND MARKETO #AdobeSummit #MKTGnation

36. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Pass the deletion candidates list past Outlook EMAILS OR APPOINTMENTS THE LAST 7 YEARS? PASS TO SALES FOR FINAL CHECK UPDATE DELETION DATE AND RETAIN Candidates for deletion #AdobeSummit #MKTGnation

37. © 2019 Adobe. All Rights Reserved. Adobe Confidential. (3) Final check with Sales before deletion Sales have 1 month to check final deletion contacts Still in list after 1 month? #AdobeSummit #MKTGnation

38. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Practical considerations #AdobeSummit #MKTGnation Labelling of personal data when it enters your organisation or is processed is essential Your data retention policy is linked to how often IT can support deletion schedule 1 2

39. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Submit your questions using the Summit App Your question, or one similar, may already be in the queue #AdobeSummit #MKTGnation Stephen Yeo LinkedIn: stephenyeo/

40. © 2019 Adobe. All Rights Reserved. Adobe Confidential. B2B5 Leveraging customer feedback throughout the customer lifecycle Marketo Engage Tips & Tricks B2B6 Diving down the funnel with account-based marketing Marketo Engage Thought Leadership B2B2 Creating epic customer experiences Marketo Engage Thought Leadership B2B4 To renovate or rebuild? Marketo's own journey to a new instance Marketo Engage Tips & Tricks Case Studies 15:00 - 15:45 16:15 - 17:00 17:15 - 18:00 Tomorrow 12:00 - 12:45 Next Sessions #AdobeSummit #MKTGnation

41. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Log in to your account using the details sent to you when you registered Enable social, search the schedule and favourite the session Complete the survey Interact with Summit 2019 using the event app Don’t forget to tweet using #AdobeSummit

42. Complete the Survey to WIN! Log in to your account Enable social Download the App 1 Complete at least 9 surveys to enter the prize draw 4 One chance to win per session Please favourite the session Survey available as the session starts Win an Adobe Creative Cloud 1 Year License 3 2 Win a Surface Go The hybrid PC dream made real

How Marketo can tame the GDPR - Stephen Yeo - Adobe Summit 2019 - Marketo

How Marketo can tame the GDPR - Stephen Yeo - Adobe Summit 2019 - Marketo

Recomendados

Más contenido relacionado

Similar a How Marketo can tame the GDPR - Stephen Yeo - Adobe Summit 2019 - Marketo

Similar a How Marketo can tame the GDPR - Stephen Yeo - Adobe Summit 2019 - Marketo(20)

Último

Último(20)

How Marketo can tame the GDPR - Stephen Yeo - Adobe Summit 2019 - Marketo