Gearing up for GDPR with VWO and HubSpot

With the official deadline of GDPR (that is, May 25, 2018) just around the corner, businesses now want to ensure that they have taken all the requisite measures to uphold the data privacy rights of their customers.

As marketing is one business function that has been considerably affected, we’re organizing a live webinar to help marketers work toward becoming GDPR-compliant.

KEY TAKE AWAYS
1. Understanding the key requirements of GDPR from a marketing perspective
2. Learning about on-ground changes marketers need to make as part of becoming compliant
3. Implementing the steps and measures required for in-house GDPR compliance

1. Gearing up for GDPR


David Fallarme
Head of Marketing, HubSpot SEA & India


Anmol Oberoi
Marketing Manager, VWO

Actionable Tips for Marketers




Sandeep Singh
Head of Program Management, VWO

2. Ask Questions on Twitter


#AskVWO

3. Today’s Agenda
-An Overview
-Data statistics
-GDPR in Practice
-Quick Tips for Marketers
-GDPR as a Program

4. SOME STATS

5. 59% consumers would ask a company to delete their
records
DID YOU KNOW

6. Do you belong to the 64%
DID YOU KNOW

7. Is it time to focus on SEO?
DID YOU KNOW

8. Is it time to focus on SEO?
DID YOU KNOW

9. GDPR IN PRACTICE

10. Introduction to GDPR
DID YOU KNOW

11. Data Protection Principles
DID YOU KNOW

12. Data Subject Rights
DID YOU KNOW

13. Consent
THE IMPACT OF GDPR ON MARKETERS
How VWO captures consent
on its digital properties

14. Consent Management - Hubspot
THE IMPACT OF GDPR ON MARKETERS
Consent Stored for
each user as
Yes/No

15. Preference Manager
THE IMPACT OF GDPR ON MARKETERS
Preference Manager built
using Hubspot’s preference
capabilities

16. Withdraw Consent
THE IMPACT OF GDPR ON MARKETERS
Ability to withdraw consent

17. Preference Management - Hubspot Backend
THE IMPACT OF GDPR ON MARKETERS

18. Cookie Consent
THE IMPACT OF GDPR ON MARKETERS

19. VWO’s In House Cookie Consent
THE IMPACT OF GDPR ON MARKETERS
Trigger VWO’s GTM
setup [Fire necessary
Tags only]
Clear Browser
Cookies
Opt - out
VWO’s Cookie Consent Manager
[Shown to a new visitor]

-Display Cookie by type
-Ability to opt in
-Clearly explain use case of
each cookie
Opt - in
Consent/Preference
Stored in GTM
Relevant Cookies
Generated

20. Marketing Tips
THE IMPACT OF GDPR ON MARKETERS
-Events
-Use QR Codes to capture consent
-Consent
-Have a clear electronic record with time stamp for consent
-Data
-Do away with nice to have things when collecting data/information
-Organize Events?
-Avoid sharing delegate lists, unless they consent to hearing from people

21. GDPR: Lessons
from the Trenches
of Program
Management
Act Do
Plan
Check

22. Security and Compliance as a Program
Top Management
[CEO, CTO, CFO, COO]
Corp. Security and Compliance Committee (CSCC)
[Head: CEO]
[DPO, Head of Program Management, Functional Heads]
Marketing
[Lead: Anmol]
[Team]
[Consent Management,
Preference Manager,
Policies and Procedures]
Product & Eng
[Lead: Head of Product]
[Team]
[Product Changes (Data
Subject Rights), Policies
and Procedures]
Sales
[Lead: Head of Sales]
[Team]
[Tools Changes, Policies
and Procedures]
Admin & IT
[Lead: Head of Admin&IT]
[Team]
[Information Security,
Physical Security, Policies
and Procedures]
….
CSC Execution Teams


Program Goals

● GDPR Compliance
● Certifications: BS 10012, ISO
27001
● Definition and Execution of
Security and Compliance
Roadmap
● Establish Ongoing Process,
Personnel and Tools for
Security and Compliance

23. How We Did It
Act [Ongoing Cadence]

Address Gaps from Audits, Tweak Security
and Compliance Roadmap
Check [Ongoing Cadence]

Periodic Internal and External Audits
Plan [2 months]

Stakeholder Awareness, GDPR Gap
Analysis, Data Inventory, Company Policies,
Implementation Plan, Establish CSCC and
Compliance Program
Do [5 months]

Website Changes, Product Changes, DPO
Appointment, Departmental Procedures for
Data Subject Rights, Customer Facing
Policies, Internal Awareness Program
Act Do
Plan
Check

24. The Most Important and Difficult Bit: Culture

26. In a Nutshell...
THE IMPACT OF GDPR ON MARKETERS
Tangible certifications add
weight to your GDPR readiness 03
● BS 10012
● ISO 27001
● They don’t guarantee readiness though
Culture of ‘Privacy by Default
and by Design’ 02
● Stakeholder buy-in is key
● Internal policies, procedures, awareness, and training
for real change
Don’t treat GDPR as a one off
project 01
● GDPR should be a project within ongoing Security
and Compliance Program
● If you don’t have a Security and Compliance Program
yet, it is high time you start one!
● GDPR impact goes far beyond just Marketing team

27. Thank You!

Q&A