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How to Use Customer Data

Navigating GDPR, DPDI and a Future with Marketing AI

Sachiko Scheuing

How to Use Customer Data
How to Use Customer Data

How to Use Customer Data

Navigating GDPR, DPDI and a Future with Marketing AI

Sachiko Scheuing

Paperback | English
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€45.95
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Description

Ensure your marketing is GDPR/DPDI compliant whilst navigating technological changes and optimizing customer experience with this practical and user-friendly guide.

"Sachiko is one of the world's greatest experts on the intersection of data protection and marketing, approaching both with a genuine customer-first perspective. In always seeking to balance innovation and privacy in a rapidly changing technological world, Sachiko's clear thinking and expert knowledge are a must read for all marketers. This book captures the challenges faced by marketers and makes sure they remember that behind the data are real people searching for relevant products and services to live their best lives."

"This great book is a must read for anyone working at the crossroads of marketing and data privacy. These can be a minefield. I particularly appreciate the practical recommendations and templates."

"A masterpiece bridging data protection law and marketing. This book covers the evolution of data protection law from its inception to the most recent developments in Artificial Intelligence and marketing. Written with elegance, each chapter provides excellent key takeaways to fill the gap between data protection and marketing. Dr. Sachiko Scheuing offers practical and lucid guidance for cultivating a data-protective culture to earn trust from customers."

"Customer data is a key asset for the health of all businesses. As recent high-profile cases have shown, it can be extremely damaging to brands if there isn't sufficient attention/focus on safeguarding this asset and complying with evolving laws. I commend Sachiko's book for providing a structure to help managers audit their use of this strategic asset and take practical steps to achieve (legal) compliance while balancing this against creating more relevant communications, including the exciting opportunities of marketing AI."

"A refreshing and practical overview of the relationship between data protection requirements and how to use customer data in marketing and advertising. Sachiko adds her own engaging and down to earth examples to bring an otherwise complex and challenging area to life in an accessible way. A pleasure to read, with plenty of useful analogies, recommendations and summaries to guide both the novice and experienced marketing and advertising practitioner through what is becoming an increasingly difficult maze to navigate of data privacy obligations and data uses."

"This book is essential reading for privacy professionals who want to become more integral to their businesses. For marketers, it's a lesson in leveraging data within the bounds of the law. As someone deeply embedded in the privacy sector, I found the book to be not only insightful but also inspiring. It doesn't just tell you how to navigate the current landscape; it encourages a shift in how we think about privacy and marketing as fundamentally interconnected worlds."

"Dr. Sachiko Scheuing's How to Use Customer Data succeeds in bringing together the worlds of privacy and marketing and shows with a very practical approach how one can be at the service of the other to build compliant and effective marketing strategies. Like its author, this book is insightful and forward looking, it provides essential insights to understand the current landscape, but looks beyond the traditional approach to encourage readers to take on a new look at both worlds together."

Sachiko Scheuing is an award-winning privacy professional based in Frankfurt, Germany. She serves on the Europe Middle East and Africa senior leadership team of Acxiom, part of Interpublic Group (IPG), as European Privacy Officer. She also currently serves as the Co-Chairwoman of the Federation of European Data and Marketing (FEDMA). In 2020, she was awarded the DataIQ Professor Derek Holder Lifetime Achievement Award for her contribution to the data protection and advertising industries. In 2024, she was named by Women in Data® as one of the 20 most influential women in data and tech.

Specifications

  • Publisher
    Kogan Page Ltd
  • Pub date
    Jun 2024
  • Pages
    296
  • Theme
    Sales and marketing management
  • Dimensions
    234 x 156 mm
  • EAN
    9781398615151
  • Paperback
    Paperback
  • Language
    English

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