How to Use Customer Data: Navigating GDPR, DPDI and a Future with Marketing AI

Cover
Contents
List of figures and tables
Boxes and case study
About the author
Preface
Acknowledgements
List of acronyms
1 What is data protection?
	What are data protection laws protecting?
	Data protection from a historical perspective
	Conclusions
	Bibliography
2 What is marketing?
	Marketing as a business discipline
	Defining marketing
	A short history of marketing
	Marketing strategy, tactics and planning
	Focusing on getting attention
	Achieving relevance
	Infrastructure to support marketing
	Personal data within the marketing channels
	Working with marketing colleagues around the world
	Conclusions
	Bibliography
3 Data protection laws
	Key concepts of data protection
	Principles of data protection
	The accountability principle
	The risk-based approach
	Other data protection laws for marketing
	Conclusions
	Bibliography
4 Classifying personal data
	Use of personal data in marketing
	Data source
	Getting to know your customers through data
	Statistical techniques and data protection
	Market research
	Types of data under GDPR
	Conscientious curation of data
	Conclusion
	Bibliography
5 Legal grounds for marketing
	Legal grounds for marketing
	Contract
	Consent
	Legitimate Interest
	Choosing the right legal ground
	Conclusion
	Bibliography
6 Explaining what you do with data with privacy statements
	Why do I need a privacy statement?
	Things you want to know before drawing up a privacy statement
	Understanding the information requirements of a privacy statement
	Legal requirements for transferring data to third countries
	Points of consideration
	Conclusion
	Bibliography
7 Data protection requests
	What data protection rights do your customers have?
	General considerations of data subjects’ rights
	Rights of data subjects in detail
	Conclusion
	Bibliography
8 Working with partners and suppliers
	Partners and suppliers of marketing departments
	Working relationships from a data protection perspective
	Contractual arrangements
	Conclusion
	Bibliography
9 Data security
	Understanding information security
	Risk management
	GDPR’s focus on security matters
	Breach notification
	Conclusion
	Bibliography
10 Templates for GDPR
	RoPA, LIA, DPIA and TIA
	Records of Processing Activities – RoPA
	Legitimate Interest Assessment – LIA
	Data Protection Impact Assessment – DPIA
	Transfer Impact Assessment and Transfer Risk Assessment – TIA and TRA
	Conclusion
	Bibliography
11 Data protection officer
	What is a DPO?
	Marketers and DPO
	Conclusion
	Bibliography
12 AI and marketing
	What is AI?
	Use of AI in marketing
	Concerns about using AI
	The EU AI Act
	Towards responsible AI use in marketing
	Conclusion
	Bibliography
	Index