SlideShare ist ein Scribd-Unternehmen logo
1 von 42
Downloaden Sie, um offline zu lesen
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
How Marketo can tame the GDPR data retention monster
Stephen Yeo | B2B Marketing Director
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Don’t forget to tweet using #AdobeSummit
https://adobe.ly/2IlgeCp
Scan the QR code and download the Summit event app to get involved
© 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
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
How Marketo can tame the GDPR data retention monster
Stephen Yeo | B2B Marketing Director
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Poor personal data stewardship damages brands and costs money
#AdobeSummit #MKTGnation
© 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
© 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
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Don’t forget B2B and B2C rules are different!
#AdobeSummit #MKTGnation
© 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
© 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
© 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
© 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
© 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
© 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
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Segment definition example
Operations and Technical management in Universities
SIC = 8221 Colleges and Universities
#AdobeSummit #MKTGnation
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
This allows us to identify the individual in the crowd
#AdobeSummit #MKTGnation
© 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
© 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
© 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
© 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
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Steps to automate data retention policy
#AdobeSummit #MKTGnation
1
Create
your data
retention policy
© 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
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Steps to automate data retention policy
#AdobeSummit #MKTGnation
2
Create
a database with a
single customer record
© 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
© 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
© 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
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Steps to automate data retention policy
#AdobeSummit #MKTGnation
3
Whenever
a record is created/edited,
check (and update) the
deletion date
© 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
© 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
© 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
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Steps to automate data retention policy
#AdobeSummit #MKTGnation
4
Regularly
Delete personal
data outside
the retention policy
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Example of how to run annual data deletion
#AdobeSummit #MKTGnation
© 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
© 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
© 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
© 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
© 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
© 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
© 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/
© 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
© 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
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

Weitere ähnliche Inhalte

Ähnlich wie How marketo can tame the gdpr - Stephen Yeo - Adobe Summit 2019 - Marketo

From 10 to 100 million - Segolene Finet - Talentsoft - Adobe Summit 2019 - Ma...
From 10 to 100 million - Segolene Finet - Talentsoft - Adobe Summit 2019 - Ma...From 10 to 100 million - Segolene Finet - Talentsoft - Adobe Summit 2019 - Ma...
From 10 to 100 million - Segolene Finet - Talentsoft - Adobe Summit 2019 - Ma...Marketo
 
Creating Epic Customer Experiences - Jamie Anderson - Adobe Summit 2019 - Mar...
Creating Epic Customer Experiences - Jamie Anderson - Adobe Summit 2019 - Mar...Creating Epic Customer Experiences - Jamie Anderson - Adobe Summit 2019 - Mar...
Creating Epic Customer Experiences - Jamie Anderson - Adobe Summit 2019 - Mar...Marketo
 
Adobe DMP - Générer de l'engagement - eCommerce Paris 2014
Adobe DMP - Générer de l'engagement - eCommerce Paris 2014Adobe DMP - Générer de l'engagement - eCommerce Paris 2014
Adobe DMP - Générer de l'engagement - eCommerce Paris 2014Christophe Lauer
 
Better Together - Stanislaw & Bell - Adobe Summit - Marketo
Better Together - Stanislaw & Bell - Adobe Summit - MarketoBetter Together - Stanislaw & Bell - Adobe Summit - Marketo
Better Together - Stanislaw & Bell - Adobe Summit - MarketoNathalie Biernacki Ferguson
 
Better together - Stanislaw & bell - Adobe Summit 2019 - Marketo
Better together - Stanislaw & bell - Adobe Summit 2019 - MarketoBetter together - Stanislaw & bell - Adobe Summit 2019 - Marketo
Better together - Stanislaw & bell - Adobe Summit 2019 - MarketoMarketo
 
London MUG - Engage your Core [Nov 2023]
London MUG - Engage your Core [Nov 2023]London MUG - Engage your Core [Nov 2023]
London MUG - Engage your Core [Nov 2023]EmilyPoulton2
 
Our B2B ABM Personalization journey at Adobe
Our B2B ABM Personalization journey at AdobeOur B2B ABM Personalization journey at Adobe
Our B2B ABM Personalization journey at AdobeGeorge Sadler
 
Marketo Magic Integration - Sydney Marketo User Group Sept 2023
Marketo Magic Integration - Sydney Marketo User Group Sept 2023Marketo Magic Integration - Sydney Marketo User Group Sept 2023
Marketo Magic Integration - Sydney Marketo User Group Sept 2023Stephanie Tyagita
 
Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2)
Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2)Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2)
Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2)jackiepotts6
 
7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business GrowthMarketo
 
02.2024_Marketo Engage User Groups Housekeeping Slides.pptx
02.2024_Marketo Engage User Groups Housekeeping Slides.pptx02.2024_Marketo Engage User Groups Housekeeping Slides.pptx
02.2024_Marketo Engage User Groups Housekeeping Slides.pptxMichaelKnudsen27
 
Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 1)
Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 1)Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 1)
Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 1)JackiePotts5
 
Marketing Automation at Adobe
Marketing Automation at AdobeMarketing Automation at Adobe
Marketing Automation at AdobeMarketo
 
The Right Ingredients for Building an Effective Customer Profile
The Right Ingredients for Building an Effective Customer ProfileThe Right Ingredients for Building an Effective Customer Profile
The Right Ingredients for Building an Effective Customer ProfileDemandbase
 
India VMUG Presents all about Account Based Marketing using Marketo Deck
India VMUG Presents all about Account Based Marketing using Marketo DeckIndia VMUG Presents all about Account Based Marketing using Marketo Deck
India VMUG Presents all about Account Based Marketing using Marketo DeckDarshil35
 
Best of 2019 Episode 1: Marketo’s best EMEA campaign of 2019
Best of 2019 Episode 1: Marketo’s best EMEA campaign of 2019Best of 2019 Episode 1: Marketo’s best EMEA campaign of 2019
Best of 2019 Episode 1: Marketo’s best EMEA campaign of 2019Marketo
 
Time love intent - Mike Madden - Adobe Summit 2019 - Marketo
Time love intent - Mike Madden - Adobe Summit 2019 - MarketoTime love intent - Mike Madden - Adobe Summit 2019 - Marketo
Time love intent - Mike Madden - Adobe Summit 2019 - MarketoMarketo
 
The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021Marketo
 
Adobe on Adobe - Our Transformation Story
Adobe on Adobe - Our Transformation StoryAdobe on Adobe - Our Transformation Story
Adobe on Adobe - Our Transformation StoryColin Tan
 
Webinar: NetApp SaaS Backup
Webinar: NetApp SaaS BackupWebinar: NetApp SaaS Backup
Webinar: NetApp SaaS BackupNetApp
 

Ähnlich wie How marketo can tame the gdpr - Stephen Yeo - Adobe Summit 2019 - Marketo (20)

From 10 to 100 million - Segolene Finet - Talentsoft - Adobe Summit 2019 - Ma...
From 10 to 100 million - Segolene Finet - Talentsoft - Adobe Summit 2019 - Ma...From 10 to 100 million - Segolene Finet - Talentsoft - Adobe Summit 2019 - Ma...
From 10 to 100 million - Segolene Finet - Talentsoft - Adobe Summit 2019 - Ma...
 
Creating Epic Customer Experiences - Jamie Anderson - Adobe Summit 2019 - Mar...
Creating Epic Customer Experiences - Jamie Anderson - Adobe Summit 2019 - Mar...Creating Epic Customer Experiences - Jamie Anderson - Adobe Summit 2019 - Mar...
Creating Epic Customer Experiences - Jamie Anderson - Adobe Summit 2019 - Mar...
 
Adobe DMP - Générer de l'engagement - eCommerce Paris 2014
Adobe DMP - Générer de l'engagement - eCommerce Paris 2014Adobe DMP - Générer de l'engagement - eCommerce Paris 2014
Adobe DMP - Générer de l'engagement - eCommerce Paris 2014
 
Better Together - Stanislaw & Bell - Adobe Summit - Marketo
Better Together - Stanislaw & Bell - Adobe Summit - MarketoBetter Together - Stanislaw & Bell - Adobe Summit - Marketo
Better Together - Stanislaw & Bell - Adobe Summit - Marketo
 
Better together - Stanislaw & bell - Adobe Summit 2019 - Marketo
Better together - Stanislaw & bell - Adobe Summit 2019 - MarketoBetter together - Stanislaw & bell - Adobe Summit 2019 - Marketo
Better together - Stanislaw & bell - Adobe Summit 2019 - Marketo
 
London MUG - Engage your Core [Nov 2023]
London MUG - Engage your Core [Nov 2023]London MUG - Engage your Core [Nov 2023]
London MUG - Engage your Core [Nov 2023]
 
Our B2B ABM Personalization journey at Adobe
Our B2B ABM Personalization journey at AdobeOur B2B ABM Personalization journey at Adobe
Our B2B ABM Personalization journey at Adobe
 
Marketo Magic Integration - Sydney Marketo User Group Sept 2023
Marketo Magic Integration - Sydney Marketo User Group Sept 2023Marketo Magic Integration - Sydney Marketo User Group Sept 2023
Marketo Magic Integration - Sydney Marketo User Group Sept 2023
 
Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2)
Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2)Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2)
Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 2)
 
7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth
 
02.2024_Marketo Engage User Groups Housekeeping Slides.pptx
02.2024_Marketo Engage User Groups Housekeeping Slides.pptx02.2024_Marketo Engage User Groups Housekeeping Slides.pptx
02.2024_Marketo Engage User Groups Housekeeping Slides.pptx
 
Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 1)
Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 1)Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 1)
Elevate Your Marketing Ops: Expert Tips to Save You Time in 2024 (Part 1)
 
Marketing Automation at Adobe
Marketing Automation at AdobeMarketing Automation at Adobe
Marketing Automation at Adobe
 
The Right Ingredients for Building an Effective Customer Profile
The Right Ingredients for Building an Effective Customer ProfileThe Right Ingredients for Building an Effective Customer Profile
The Right Ingredients for Building an Effective Customer Profile
 
India VMUG Presents all about Account Based Marketing using Marketo Deck
India VMUG Presents all about Account Based Marketing using Marketo DeckIndia VMUG Presents all about Account Based Marketing using Marketo Deck
India VMUG Presents all about Account Based Marketing using Marketo Deck
 
Best of 2019 Episode 1: Marketo’s best EMEA campaign of 2019
Best of 2019 Episode 1: Marketo’s best EMEA campaign of 2019Best of 2019 Episode 1: Marketo’s best EMEA campaign of 2019
Best of 2019 Episode 1: Marketo’s best EMEA campaign of 2019
 
Time love intent - Mike Madden - Adobe Summit 2019 - Marketo
Time love intent - Mike Madden - Adobe Summit 2019 - MarketoTime love intent - Mike Madden - Adobe Summit 2019 - Marketo
Time love intent - Mike Madden - Adobe Summit 2019 - Marketo
 
The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021
 
Adobe on Adobe - Our Transformation Story
Adobe on Adobe - Our Transformation StoryAdobe on Adobe - Our Transformation Story
Adobe on Adobe - Our Transformation Story
 
Webinar: NetApp SaaS Backup
Webinar: NetApp SaaS BackupWebinar: NetApp SaaS Backup
Webinar: NetApp SaaS Backup
 

Mehr von Marketo

Adobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slidesAdobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slidesMarketo
 
Adobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release PresentationAdobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release PresentationMarketo
 
Industry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams TogetherIndustry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
 
Customer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM StrategyCustomer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
 
Prove Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionProve Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionMarketo
 
Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021Marketo
 
What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021Marketo
 
How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021Marketo
 
Marketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo
 
Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
 
Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021Marketo
 
Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Marketo
 
Future Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesFuture Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesMarketo
 
Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020Marketo
 
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketo
 
Marketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash CowMarketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash CowMarketo
 
The Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo EngageThe Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo EngageMarketo
 
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Marketo
 
Digital Evolution: Take Your Virtual Events to the Next Level
Digital Evolution: Take Your Virtual Events to the Next LevelDigital Evolution: Take Your Virtual Events to the Next Level
Digital Evolution: Take Your Virtual Events to the Next LevelMarketo
 
How you scale your marketing smarter - Pandemic or not
How you scale your marketing smarter - Pandemic or notHow you scale your marketing smarter - Pandemic or not
How you scale your marketing smarter - Pandemic or notMarketo
 

Mehr von Marketo (20)

Adobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slidesAdobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slides
 
Adobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release PresentationAdobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release Presentation
 
Industry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams TogetherIndustry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams Together
 
Customer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM StrategyCustomer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM Strategy
 
Prove Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionProve Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing Attribution
 
Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021
 
What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021
 
How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021
 
Marketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release Presentation
 
Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021
 
Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021
 
Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021
 
Future Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesFuture Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That Scales
 
Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020
 
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
 
Marketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash CowMarketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash Cow
 
The Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo EngageThe Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo Engage
 
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
 
Digital Evolution: Take Your Virtual Events to the Next Level
Digital Evolution: Take Your Virtual Events to the Next LevelDigital Evolution: Take Your Virtual Events to the Next Level
Digital Evolution: Take Your Virtual Events to the Next Level
 
How you scale your marketing smarter - Pandemic or not
How you scale your marketing smarter - Pandemic or notHow you scale your marketing smarter - Pandemic or not
How you scale your marketing smarter - Pandemic or not
 

Kürzlich hochgeladen

Ryanair Marketing and business development Plan
Ryanair Marketing and business development  PlanRyanair Marketing and business development  Plan
Ryanair Marketing and business development Plandrkarimsaber
 
Introduction to marketing Management Notes
Introduction to marketing Management NotesIntroduction to marketing Management Notes
Introduction to marketing Management NotesKiranTiwari42
 
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...Associazione Digital Days
 
Digital Marketing complete introduction.
Digital Marketing complete introduction.Digital Marketing complete introduction.
Digital Marketing complete introduction.Kashish Bindra
 
Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...VereigenMedia1
 
TAM Sports IPL 17 Advertising Report- M01 - M23
TAM Sports IPL 17 Advertising Report- M01 - M23TAM Sports IPL 17 Advertising Report- M01 - M23
TAM Sports IPL 17 Advertising Report- M01 - M23Social Samosa
 
social media optimization complete indroduction
social media optimization complete indroductionsocial media optimization complete indroduction
social media optimization complete indroductioninfoshraddha747
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfwilliam charnock
 
Best digital marketing e-book form bignners
Best digital marketing e-book form bignnersBest digital marketing e-book form bignners
Best digital marketing e-book form bignnersmuntasibkhan58
 
top marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar Ctop marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar CManojkumar C
 
A Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainA Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainBanyanbrain
 
Understand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMUnderstand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMsearchextensionin
 
Gen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfGen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfMedia Logic
 
Bamboo Charcoal Toothpaste By Phyto Atomy For More Details Message On WhatsA...
Bamboo Charcoal Toothpaste By Phyto Atomy  For More Details Message On WhatsA...Bamboo Charcoal Toothpaste By Phyto Atomy  For More Details Message On WhatsA...
Bamboo Charcoal Toothpaste By Phyto Atomy For More Details Message On WhatsA...shrutimishraqt
 
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...Associazione Digital Days
 
20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialistsmlicam615
 
2024 WTF - what's working in mobile user acquisition
2024 WTF - what's working in mobile user acquisition2024 WTF - what's working in mobile user acquisition
2024 WTF - what's working in mobile user acquisitionJohn Koetsier
 
Exploring the Impact of Social Media Trends on Society.pdf
Exploring the Impact of Social Media Trends on Society.pdfExploring the Impact of Social Media Trends on Society.pdf
Exploring the Impact of Social Media Trends on Society.pdfolivalibereo
 
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Marketing BRANDING
 
Navigating Global Markets and Strategies for Success
Navigating Global Markets and Strategies for SuccessNavigating Global Markets and Strategies for Success
Navigating Global Markets and Strategies for SuccessElizabeth Moore
 

Kürzlich hochgeladen (20)

Ryanair Marketing and business development Plan
Ryanair Marketing and business development  PlanRyanair Marketing and business development  Plan
Ryanair Marketing and business development Plan
 
Introduction to marketing Management Notes
Introduction to marketing Management NotesIntroduction to marketing Management Notes
Introduction to marketing Management Notes
 
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
 
Digital Marketing complete introduction.
Digital Marketing complete introduction.Digital Marketing complete introduction.
Digital Marketing complete introduction.
 
Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...
 
TAM Sports IPL 17 Advertising Report- M01 - M23
TAM Sports IPL 17 Advertising Report- M01 - M23TAM Sports IPL 17 Advertising Report- M01 - M23
TAM Sports IPL 17 Advertising Report- M01 - M23
 
social media optimization complete indroduction
social media optimization complete indroductionsocial media optimization complete indroduction
social media optimization complete indroduction
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdf
 
Best digital marketing e-book form bignners
Best digital marketing e-book form bignnersBest digital marketing e-book form bignners
Best digital marketing e-book form bignners
 
top marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar Ctop marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar C
 
A Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainA Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | Banyanbrain
 
Understand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMUnderstand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMM
 
Gen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfGen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdf
 
Bamboo Charcoal Toothpaste By Phyto Atomy For More Details Message On WhatsA...
Bamboo Charcoal Toothpaste By Phyto Atomy  For More Details Message On WhatsA...Bamboo Charcoal Toothpaste By Phyto Atomy  For More Details Message On WhatsA...
Bamboo Charcoal Toothpaste By Phyto Atomy For More Details Message On WhatsA...
 
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
 
20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists
 
2024 WTF - what's working in mobile user acquisition
2024 WTF - what's working in mobile user acquisition2024 WTF - what's working in mobile user acquisition
2024 WTF - what's working in mobile user acquisition
 
Exploring the Impact of Social Media Trends on Society.pdf
Exploring the Impact of Social Media Trends on Society.pdfExploring the Impact of Social Media Trends on Society.pdf
Exploring the Impact of Social Media Trends on Society.pdf
 
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
 
Navigating Global Markets and Strategies for Success
Navigating Global Markets and Strategies for SuccessNavigating Global Markets and Strategies for Success
Navigating Global Markets and Strategies for Success
 

How marketo can tame the gdpr - Stephen Yeo - Adobe Summit 2019 - Marketo

  • 1. © 2019 Adobe. All Rights Reserved. Adobe Confidential. How Marketo can tame the GDPR data retention monster Stephen Yeo | B2B Marketing Director
  • 2. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Don’t forget to tweet using #AdobeSummit https://adobe.ly/2IlgeCp Scan the QR code and download the Summit event app to get involved
  • 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
  • 4. © 2019 Adobe. All Rights Reserved. Adobe Confidential. How Marketo can tame the GDPR data retention monster Stephen Yeo | B2B Marketing Director
  • 5. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Poor personal data stewardship damages brands and costs money #AdobeSummit #MKTGnation
  • 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
  • 8. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Don’t forget B2B and B2C rules are different! #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
  • 15. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Segment definition example Operations and Technical management in Universities SIC = 8221 Colleges and Universities #AdobeSummit #MKTGnation
  • 16. © 2019 Adobe. All Rights Reserved. Adobe Confidential. This allows us to identify the individual in the crowd #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
  • 21. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Steps to automate data retention policy #AdobeSummit #MKTGnation 1 Create your data 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
  • 23. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Steps to automate data retention policy #AdobeSummit #MKTGnation 2 Create a database with a single customer record
  • 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
  • 27. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Steps to automate data retention policy #AdobeSummit #MKTGnation 3 Whenever a record is created/edited, check (and update) the deletion date
  • 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
  • 31. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Steps to automate data retention policy #AdobeSummit #MKTGnation 4 Regularly Delete personal data outside the retention policy
  • 32. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Example of how to run annual data deletion #AdobeSummit #MKTGnation
  • 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