Overview

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/UK DPDI Bill 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 marketers can work in a cookie-less world, 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.

Full Product Details

Author:   Sachiko Scheuing
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Dimensions:   Width: 15.60cm , Height: 1.30cm , Length: 23.40cm
ISBN:  

9781398615151

ISBN 10:   1398615153
Pages:   296
Publication Date:   03 June 2024
Audience:   Professional and scholarly ,  College/higher education ,  Professional and scholarly ,  Professional & Vocational ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   Not yet available  
This item is yet to be released. You can pre-order this item and we will dispatch it to you upon its release.

Table of Contents

Reviews

"""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."" * Chris Combemale, CEO, UK Data and Marketing Association (DMA) * ""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."" * Dr Philipp Raether, Group Chief Privacy Officer, Allianz * ""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."" * Professor Hiroshi Miyashita, Author and Professor of Law, Chuo University, Japan * ""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."" * Dr Dave Chaffey, Digital Marketing Strategist, Author of Digital Marketing: Strategy, Implementation and Practice * ""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."" * Vivienne Art, Non-Executive Director, Strategic Advisor and Expert on Data, Privacy, Financial Crime and ED&I, PICCASO Privacy Awards founder * ""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."" * Lauren Reid, Founder and Principal Consultant, The Privacy Pro * ""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."" * Mathilde Fiquet, Special Advisor, European Publisher Council (EPC), and Head of office Europe Analytica *"

Author Information

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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