Data Protection for Marketers: A Practical Guide

Marketers are one of the main users of personal data in any organisation. Since the introduction of GDPR, marketing professionals must have a thorough understanding of data protection. The penalties for non-compliance are considerable, with fines of up to €20 million or 4 per cent of turnover. The potential for brand and reputational damage is significant.

Data Protection for Marketers: A Practical Guide offers advice and guidance for marketers. It is written for marketers by a marketing and data protection practitioner with extensive experience in both sectors. The book avoids legal and compliance jargon. It presents data privacy principles in a simple and transparent manner, focusing on the practical steps that marketers can adopt, along with useful case study examples.

Areas covered include:

• The seven core principles of data protection
• The legal bases for processing personal data
• The rights of the consumer
• Auditing your data
• The responsibilities of data controllers and processors

Data Protection for Marketers will be of interest to sales and marketing professionals, data protection practitioners, and any business, from multinationals to SMEs, that wants to understand how GDPR impacts on its marketing strategy.

Steven Roberts is head of marketing at Griffith College. He has more than 20 years’ marketing experience in Ireland and overseas. A fellow of the Chartered Institute of Marketing, Steven is a monthly columnist for Marketing Magazine and a regular contributor on data protection, marketing and strategy. He has written over 30 articles for UK and Irish publications including Business & Finance, Business Plus, Catalyst, Education Magazine and Irish Compliance Quarterly. A certified data protection officer, he sits on the data protection and information security working group of the Association of Compliance Officers in Ireland and is a founder member of Griffith College’s data protection committee. He is a non-executive director on the board of the Discovery Programme.