Emails. Web forms. Events. [Oh my!] These marketing tactics are all designed to gather, store, and evolve relationships with your prospects, customers, and partners. Often times, they are the first point of contact for your organization from the outside world—and they all feed into your marketing automation systems. With the General Data Protection Regulation (GDPR) that comes into effect on May 25th, 2018, it’s critical that the Marketing Operations teams are an integral part of the compliance process.
While most organizations initially focus on protecting corporate databases filled with sensitive customer data, marketing data can sometimes be overlooked. In fact, in a recent survey commissioned by Trend Micro, 42 percent of respondents didn’t think that email marketing data contained privacy information, and 64 percent didn’t think that dates-of-birth were relevant to the GDPR.
For Trend Micro, a critical part of our journey to GDPR was mapping where all our data comes into the organization and then where it goes. For example, filling out a form on our website is the entry point into our systems for many of our prospects and customers. From there, they then go into our many different systems throughout the company, from CRM platforms, to reporting or financial platforms, and more. As part of our journey to become GDPR compliant, we’ve focused on ensuring that this customer data is protected, regardless of where it travels in the company.
One of the key area that we learned about and that organizations should pay close attention to is ensuring that our suppliers and partners – think webinar platforms, email delivery services, and more – also care for the data we entrust to them appropriately. To do this, we’ve talked to all the different vendors we have agreements with around marketing and clearly understood—and contractually agreed upon—how they will treat our customer data.
Another key thing to note is that while the GDPR is an EU regulation, many organizations deal with EU citizen data, particularly from a marketing perspective. And if you are dealing with EU citizen data – even if you are in another country like Canada, the US, Australia—then you are subject to the GDPR, so the data that flows through your global systems, including marketing automation, CRM, finance platforms, and others will be in scope for compliance.
Watch the video to hear Gary Verster, Marketing Operations in Europe, explain how our marketing operations team ensures that our customer data is protected across its journey through our internal—and external—systems.
3/14 – Overview and Finance/Executive Sponsor: Learn what the GDPR is all about, and understand how executive sponsorship will help your organization and employees become prepared.
3/21 – GDPR Program Manager: See who is mapping our Journey to GDPR compliance, and find out what type of person is needed to coordinate all of the functions involved.
3/28 – Legal: The GDPR is fundamentally a legal obligation. Understand how large the role of legal is in scope, both internally and externally, and how it is involved across all aspects of the organization.
4/4 – IT Security: Hear what our IT director has to say about how the GDPR is affecting our organization, from taking a global perspective to the way we manage data privacy, to changing the way we communicate.
4/11 – Sales & Marketing: Our COO, Kevin Simzer, explains how we’re on the same journey to becoming GDPR compliant as our customers are, and what the benefits are in this process.
4/18 – HR: See how the GDPR affects our employees, and what we’ll do to ensure they have a good understanding of the regulation.
4/25 – Marketing Operations: Learn how our Marketing Operations team ensures that our customer data is protected across all external platforms.
5/2 – Products and Services: Hear from Bill McGee, SVP Cloud Security, on how we’re always evolving to deliver state-of-the-art capabilities in our products, and how we help our customers deliver their portion of the shared security responsibility of cloud environments.
5/9 – Sales and Channel Enablement: See how important it is that our existing partners understand GDPR, and how we help them find the tools needed to achieve GDPR compliance.