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Data & Marketing Association reviews effect of GDPR changes

By Olivia Atkins, Writer

July 4, 2019 | 3 min read

Following the changes in GDPR regulations last year, Data & Marketing Association (DMA) is hosting a Data Ethics webinar moderated by John Mitchinson, DMA’s director of policy and compliance, to see what effect these new legislations have had.

It’s been almost a year since the data changes were implemented, so the webinar will consider what impact they’ve had on the way that marketers use consumer data and whether it’s improved consumer trust in brands.

Mitchinson recently contributed a piece on this topic to the May issue of Admap, using research from DMA, so he will expand and include these findings in the webinar. The research revealed that over 82% of UK marketers think that their organisations are compliant with GDPR.

Mitchinson will also reference DMA’s Consumer email tracker 2019 report, which found that 41% of consumers were confident that brands were handling their data correctly, following changes to GDPR.

However, issues around consumer data and industry uncertainty remain due in large part to the confusion around Brexit negotiations and the upcoming ePrivacy Regulation.

The webinar will consider whether changes in GDPR have helped drive better customer engagement through email marketing and what effect these new rules have had on brand metrics.

The webinar will question whether these changes have created a marked increase in returns from emails and establish what other measurements should be used.

“GDPR is just the beginning of the journey that has and will continue to impact all of us, as marketers and consumers,” said Mitchinson. “And with GDPR the de facto global privacy standard, it is encouraging to see marketers and consumers becoming increasingly optimistic about the benefits of it.”

Mitchinson has over 20 years’ worth of experience in the data and marketing sectors, having worked closely with industry stakeholders and provided expert advice on legal, compliance and policy-related changes affecting business.

However, as the industry gets used to these changes, Mitchinson thinks that these changes may put some businesses at a higher risk of non-compliance, especially third-party data providers and the ad tech industry, so he will also consider what the industry will look like in future.

The webinar will take place on July 5th between 11 and 12am. Register your interest here.

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Direct Marketing Association (DMA)

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