The marketeers\u2019 playing field witnesses the birth of a new platform or tool almost every week, with the promise of even more work efficiency. Fantastic! Obviously, most marketers are immediately over the moon with every new and effective resource.<\/p>\n
“This is the<\/u> newest<\/em> marketing tool<\/em>\u201d;<\/p>\n
\u201cThe results of this tool look fantastic!<\/em>\u201d;<\/p>\n
\u201cI want to be able to do that too!<\/em>\u201d\u2026<\/p><\/blockquote>\n
There are many reasons to start using new marketing tools immediately. Consequently, an ever-recurring question from the marketeers and DPOs in our courses is whether GDPR allows us to use this newest marketing tool.<\/p>\n
To answer these GDPR compliance questions, marketing teams benefit from practical GDPR training. This way, marketers can make their assessment of any new tool.<\/p>\n
In this blog post, we are handing you five tips to assess these tools yourself as a marketeer and to help you examine GDPR conformity.<\/p>\n
1\/ What is the purpose of this new marketing tool?<\/strong><\/h6>\n
Try to make a brief overview of the way you would like to use this tool. Using a scheme can help you. It also gives a better understanding of the platform if you should apply it later. If applicable, you can use this overview to inform your customers about your new marketing initiative.<\/p>\n
2\/ Which personal data are processed by the new marketing tool?<\/strong><\/h6>\n
This is, first and foremost, the key question. Mapping the kind of data that this tool processes and where it comes from is vital.<\/p>\n
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Are they traditional personal data (name, email, \u2026)?<\/p><\/blockquote>\n<\/li>\n
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Are less obvious personal data going to be processed (IP address, user behaviour, \u2026)?<\/p><\/blockquote>\n<\/li>\n
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Will sensitive information be collected (medical, financial, \u2026)?<\/p><\/blockquote>\n<\/li>\n
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Are all these data really required by us?<\/p><\/blockquote>\n<\/li>\n
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Are we allowed to use the data?<\/p><\/blockquote>\n<\/li>\n<\/ul>\n
Do not forget to do a \u201cpanic test\u201d: are our prospects or customers expecting us to collect these data from them? Would a panic arise internally and externally if it would come out that we are gathering that kind of data from them?<\/p>\n
3\/ How are the personal data being processed by the marketing tool?<\/strong><\/h6>\n
In what way will the data end up in the tool? Does the tool work using a tracking pixel, forms, integration with another platform, etc.?<\/p>\n
How transparent is the data gathering? Does it require an update of our own privacy\/cookie policy?<\/p>\n
4\/ Does this tool meet the legal requirements regarding GDPR?<\/strong><\/h6>\n
A good indicator is to make a list of the following findings already:<\/p>\n
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Do the makers of the tool provide their own location data on the website? (You can use this later in your assessment.)<\/p><\/blockquote>\n<\/li>\n
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Does the tool itself have a privacy policy?<\/p><\/blockquote>\n<\/li>\n
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Is there a cookie policy if they use tracking on their own website?<\/p><\/blockquote>\n<\/li>\n
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What is indicated in the terms and conditions of sale and use? Are you able to find them?<\/p><\/blockquote>\n<\/li>\n<\/ul>\n
5\/ Where does this tool come from, and where is the data processed?<\/h6>\n
Where is the head office of this marketing tool? Can it be located on the website, in their terms and conditions of sale and use, or in their privacy policy?<\/p>\n
If the location is known, then check if it is a country of the EEA (European Economic Area)<\/a>. If not, is it a country with an adequate level of data protection outside the EU, as recognized by the European Commission?<\/a><\/p>\n
Is it an American marketing tool? Then go through all these questions and decide whether this tool is necessary. Get the DPO or company lawyer involved to make deeper assessments.<\/p>\n
Ask yourself the following question: is there no European alternative for this tool? Mind you, by using a European marketing tool, you are not entirely safe because the tool could process data on American servers or in an American cloud environment. You will have to verify that.<\/p>\n
Conclusion: with these 5 tips, you can gather the necessary information to present the new marketing tool that you deem indispensable to your DPO, your legal team, or your management.<\/i> Your DPO can also use this information to complete the register of processing operations.<\/p>\n
Do you want to become stronger and face the daily GDPR challenges as a marketeer with full knowledge of facts, then our specialized training (developed with Herman Maes and BossData) is just up your alley: Ethics and Privacy for marketers<\/a><\/span>.<\/h6>\n
Get ready for tomorrow\u2019s marketing skills!<\/h6>\n","protected":false},"excerpt":{"rendered":"
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