Direct_marketing5-CPD-Points-draft-OL-140x184A one day masterclass – places limited!

Date: 5th October, 2015

This CPD certified MasterClass will offer expert legal and practical guidance and help organisations to fully understand their obligations and to promote good practice regarding direct marketing and data retention.

The course will cover key issues such as appropriate consent, data sourcing, appropriate retention schedules, cataloguing and categorising, consequences of non-compliance and much more.

There is no denying the importance of direct marketing to businesses competing in the modern marketplace.  Yet a successful campaign is not just about reaching the largest possible audience, unsolicited direct marketing is now one of the main sources of complaint to the Data Protection Commissioner, and it is vital that organisations are aware of their legal obligations.

To ensure compliance, businesses must align their marketing with the wishes of their audience and with Data Protection Law, which lay down strict limits on the use of personal data for marketing purposes.  The rules are even stricter in the case of marketing using electronic means. Marketing that irritates individuals is counter-productive for companies and organisations, and failure to comply with current legal guidelines and best practice principles can often leave organisations open to liability, such as large fines and/or reputational damage.

Equally, Data Protection legislation also dictate how long specific types of data must be maintained, and even the manner in which the data is to be stored, so it is essential to also be aware of these issues, and of their responsibilities regarding data retention and destruction. Without strong data retention policies in place, organizations may find it impossible to resume operations following an unforeseen disaster.

This CPD certified MasterClass is the latest in our data protection series, and will offer expert legal and practical guidance and help organisations to fully understand their obligations and to promote good practice regarding direct marketing and data retention. The course will cover key issues such as appropriate consent, data sourcing, appropriate retention schedules, cataloguing and categorising, and much more. Attendees will learn of the legal and commercial risks of non-compliance, what action can be taken against them if not compliant, and what are the key components of an effective data retention policy.

Direct Marketing

  • What constitutes as “direct marketing”
  • Relevant Legislation – Data Protection Directive (EU Directive 95/46/EC), 2011 Electronic Communications Regulations
  • Data Sourcing – list providers, CRM (customer relationship management) systems, data collation
  • Appropriate Consent – ‘shelf life’ and currency
  • Engagement of Third Parties – third party contracts, due diligence and monitoring
  • Re-engagement with legacy / obsolete data (Rule 5 Campaign)
  • Potential consequences of non-compliance
  • Your Retention Obligations – Rule 7 of the DP Principles
  • Brand risk management considerations
  • Data cataloguing and categorisation
  • Appropriate Retention schedules
  • Tipping Point – benefit v risk of data
  • Keys to a verifiable & constructive Destruction Policy
  • Anonymisation and Pseudonymisation
  • The components of an effective data retention policy
  • Example – Case study

 

This course would be of interest to Marketing Managers, Data Protection Officers, Fundraisers, Database Managers, Compliance Officers, Human Resources Managers, Legal Advisors, Office Managers, Company Secretaries, IT Managers, Business Analysts, Records Managers, Archivists, Information Managers.

On completion you will receive your CMG MasterClass Certificate as well as your CPD Certificate containing 5 Structured CPD Points.

Hugh Jones

hugh_jones_100x100Managing Partner – Sytorus Ltd

Hugh is a specialist in the area of Data Protection. With a strong background in IT and business project management, both in Ireland and internationally, Hugh works closely with clients to understand their data management requirements, design practical policies and deploy compliant processes and solutions.

Hugh regularly speaks at seminars and conferences on the topic of data protection, including recently at the National Pharmacy Summit. He has worked in a variety of industries, including the Financial Services, Retail, Medical, Charity and Direct Marketing sectors. Hugh is an experienced tutor and mentor.

Training Environment:

CMG Professional Training courses take place at our state-of-the-art training facility in the Apex Building situated in the Beacon Quarter of Sandyford Industrial Estate, Dublin 18. The CMG Training Centre is accessible by the Luas, (Sandyford line, Stillorgan stop – 6 mins walk) several bus options (the number 11 travels from O Connell street Dublin and stops directly outside the training centre) and we are situated very close to the M50 at the Beacon Hospital corner. There are several car parks within a three minute walk from the training centre with very competitive ‘all day’ parking rates and we have a range of coffee shops (including Starbucks) as well as shops and restaurants nearby.

Date, Time & Venue:

Date:  5th October, 2015

Times: 9.30 am to 4.00pm

Venue: Apex Building, Blackthorn Road, Sandyford Dublin 18

Course Cost:

This course costs €365.00 per person and includes course documentation and light refreshments. While the course fee does not include lunch, we do provide freshly made sandwiches, nespresso coffee and a range of teas and fresh juice for those who require a light lunch. Alternatively you can avail of the local food stores and coffee shops opposite the training centre for hot food or alternative lunch options.

   Telephone:+353 1 2933650

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