Building and exploiting your GDPR-compliant data

Building and exploiting your GDPR-compliant data is often one of the weak points of SMEs. Indeed, SMEs frequently do not have an updated database to create marketing campaigns. This is what we are going to look at in this post. The presentation originally comes from a webinar in Spanish by the Valencian Chamber of Commerce. I hope you will find its translation helpful.

Building and exploiting data

In this blog post, we will go through the following agenda points:

  • Key aspects
  • GDPR
  • How to build a database
  • How to exploit a database with campaign examples
  • Programmes: CRM, email, and automation.

1. Key Aspects Building and exploiting data: key aspects

2. General Data Protection Regulation (GDPR)

As you probably know, you can’t store data nor use data that is unnecessary for the purpose of your campaign. For example, if you are a children’s clothes shop, you will need to target parents who have children and their children’s ages. You should only ask for these two pieces of information, and nothing more.

If you would like to know a bit more about data privacy law rules in the EU, UK, and the USA, I recommend you to read this blog.

Privacy policy

You must communicate your privacy policy to your customers, which should be the answers to the questions below:

  • Which information to collect about your clients and users
  • Which people have access to the information
  • Who is responsible for the data processing
  • The period during which you are going to store data and the users’ possibility to exercise the ARCO rights (Access, Rectification, Cancellation, and Opposition).

Building and exploiting data: privacy policy

A) Example of a promotion registration form

Building and exploiting data: Promotion registration form

B) Plugin GDPR

Building and exploiting data: GDPR plugin for WordPress

3. How to build a database

Building a database - how to build it

A) IN-PERSON RAFFLE TO GET A DATA BITE

Building a database: raffle

B) GOOGLE FORMS

You can use Google Forms to create questionnaires. Google Forms will create a link to the form, which can be used for webinars and newsletters.

Building a database: Google Forms

C) easy promos

Building a database: easy promos

D) FACEBOOK PROSPECTS REGISTRATION FORM

The purpose of social media advertising is to generate revenue through selling your products and getting prospects to sign up for your newsletter. To entice them to do so, it is recommended to offer discounts and a have call-to-action button such as ‘sign up’.

Building a database: Facebook Ad

 

E) WEB REGISTRATION FORMS

Building a database: web registration forms

F) WhatsApp

Building a database: whatsapp

4. How to exploit a database with campaign examples

All marketing campaigns must be measurable. For example, when it comes to email campaigns, you should check the opening rate of emails.

A) WhatsApp CAMPAIGNS

Mailing-list in WhatsApp: Only the contacts that have your phone number saved in their contacts will receive your broadcast messages.

B) SMS CAMPAIGNS

Exploiting a database: Bulk SMS service

C) SOCIAL MEDIA AD CAMPAIGNS

Exploiting a database: Facebook campaign ad manager

C) EMAIL CAMPAIGNS

Exploiting a database: mailchimp Exploiting a database: mailchimp step 1 Exploiting a database: mailchimp step 2 Exploiting a database: mailchimp step 3 Exploiting a database: mailchimp step 4 Exploiting a database: mailchimp step 5

5. CRM PROGRAMMES –  AUTOMATION

The automation purpose is to retrieve purchases, lost shopping carts.

a) LOYALTY CARD

CRM Automation: Loyalty Card

B) CRM -ERP

CRM ERP Automation: Odoo

C) AUTOMATION PROCESS

Automation process step 1 Automation process step 2

D) AUTOMATION SOFTWARE

Automation software: Active Campaign

Automation software: Hubspot

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