- Provides full coverage of EU and UK data protection laws including GDPR and DPDI
- Goes beyond just data protection and looks at how good practice breeds positive customer experience and therefore growth
- Details how to work with partners outside of the EU/UK and the most recent technology including AI
- Includes case studies from leading global companies
- Written by a leading international expert in data protection in marketing and advertising
How to Use Customer Data
Navigating GDPR, DPDI and a Future with Marketing AI
Ensure your marketing is GDPR/DPDI compliant whilst navigating technological changes and optimizing customer experience with this practical and user-friendly guide.
Key features at a glance
Temporarily Unavailable
EAN: 9781398615151
Edition: 1
Published:
Format: 234x156
296 pages
About the book
Data-driven marketing is a huge aspect of any modern-day marketing plan, but balancing customers' privacy concerns with the latest innovations can be a complex challenge.
When done right, data-driven marketing can build customer trust for sustainable long-term value. This is precisely where How to Use Customer Data comes in, by breaking down everything you need to know about this fast-moving field into one simple and easy to read guide.
Designed specifically for marketing professionals, this guide explains the principles of data protection, explores the legal requirements of the GDPR and UK DPDI Bill/Act and provides clarity on exactly what you need to know and do to be compliant whilst also looking at how using data well can improve the customer journey through personalization. Tackling all the hot issues of the moment, this book looks at how digitally mature marketers can work in compliance, how to use clean rooms and pseudonymization to promote trust and the impact AI could have, making it a must-read for all marketing professionals.
About the authors
Sachiko Scheuing is an award-winning privacy professional based in Frankfurt, Germany. She serves on the Europe Middle East and Africa senior leadership team of Acxiom, part of Interpublic Group (IPG), as European Privacy Officer. She also currently serves as the Co-Chairwoman of the Federation of European Data and Marketing (FEDMA). In 2020, she was awarded the DataIQ Professor Derek Holder Lifetime Achievement Award for her contribution to the data protection and advertising industries. In 2024, she was named by Women in Data® as one of the 20 most influential women in data and tech.
Sachiko is one of the world's greatest experts on the intersection of data protection and marketing, approaching both with a genuine customer-first perspective. In always seeking to balance innovation and privacy in a rapidly changing technological world, Sachiko's clear thinking and expert knowledge are a must read for all marketers. This book captures the challenges faced by marketers and makes sure they remember that behind the data are real people searching for relevant products and services to live their best lives.
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