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
Join us for Marketo Office Hours 😉
Sylvain offers you one hour every Friday to ask all your questions and share best practices in Marketo and Marketing Automation.
