GDPR and Preference Center

Marketo Office Hours - 29/01/2021

50mn   Medium Level

This session was dedicated to the GDPR (General Data Protection Regulation) and the communication preference center.

After a brief reminder of the definitions and implications, Sylvain presented us how to turn this regulation to our advantage thanks to Marketing Automation. For this, he focused more specifically on what campaigns could be set up and how to set up a preference center.

What is the GDPR?

A brief review of the definition and implications of this regulation.

What is a communication preference center?

Sylvain reminded us of the role of these preference centers and what elements can be found there.

Data management and best practices

He detailed the main lines of information management and the automated campaigns to be set up to do this.

  • Management of personal information + email change
  • Management of company information and the trap of Marketo not mastering CRM
  • Center of interest and consent management
  • Best practices for using consents in campaign forms
  • Management of communication breaks, right to information and right to be forgotten
  • How does it work in Marketo on the Field Management side?
  • How does it work in Marketo on the Smart Campaigns side? e.g.: email change
  • Smart Campaign Optin Consent + special channel Preference Center
  • Unsubscribe + Re-subscribe (Smart Campaign)
  • Break management (Smart Campaign)
  • Right to information management (Smart Campaign)
  • Smart Campaign for managing the right to be forgotten
  • Visitor notification management
  • Acquisition tracking management

The list is not exhaustive, of course. However, just by applying all these smart campaigns, you will ensure your business an optimized data management while remaining within the GDPR framework. You can also find some best practices for your preference center on our blog.

Our other GDPR articles

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Posted By Sylvain

For the past 20 years, Sylvain has been choosing and assembling the best technologies for his key account clients, to help them create a successful end-to-end customer experience. Surely the Leonard of the team, he is a fan - and expert - of Marketo! He sits next to his clients, drives them forward and makes Marketing Automation projects succeed with his team.