How to Use Customer Data: Navigating GDPR, DPDI and a Future with Marketing AI

“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