Marketers are one of the main users of personal data in any organisation. Since the introduction of GDPR, marketing professionals must have a thorough understanding of data protection. The penalties for non-compliance are considerable, with fines of up to €20 million or 4 per cent of turnover. The potential for brand and reputational damage is significant.

Data Protection for Marketers: A Practical Guide offers advice and guidance for marketers. It is written for marketers by a marketing and data protection practitioner with extensive experience in both sectors. The book avoids legal and compliance jargon. It presents data privacy principles in a simple and transparent manner, focusing on the practical steps that marketers can adopt, along with useful case study examples.

Areas covered include:

The seven core principles of data protection
The legal bases for processing personal data
The rights of the consumer
Auditing your data
The responsibilities of data controllers and processors
Data Protection for Marketers will be of interest to sales and marketing professionals, data protection practitioners, and any business, from multinationals to SMEs, that wants to understand how GDPR impacts on its marketing strategy.