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How to Use Customer Data: Navigating GDPR, DPDI and a Future with Marketing AI

English

By (author): Sachiko Scheuing

Data-driven marketing is a huge aspect of any modern-day marketing plan, but balancing customers' privacy concerns with the latest innovations can be a complex challenge. When done right, data-driven marketing can build customer trust for sustainable long-term value. This is precisely where How to Use Customer Data comes in, by breaking down everything you need to know about this fast-moving field into one simple and easy to read guide. Designed specifically for marketing professionals, this guide explains the principles of data protection, explores the legal requirements of the GDPR and UK DPDI Bill/Act and provides clarity on exactly what you need to know and do to be compliant whilst also looking at how using data well can improve the customer journey through personalization. Tackling all the hot issues of the moment, this book looks at how digitally mature marketers can work in compliance, how to use clean rooms and pseudonymization to promote trust and the impact AI could have, making it a must-read for all marketing professionals. See more
Current price €39.59
Original price €43.99
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Product Details
  • Dimensions: 156 x 234mm
  • Publication Date: 03 Jun 2024
  • Publisher: Kogan Page Ltd
  • Publication City/Country: United Kingdom
  • Language: English
  • ISBN13: 9781398615151

About Sachiko Scheuing

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.

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