How to Use Customer Data

Sachiko Scheuing is an award-winning privacy professional based in Frankfurt, Germany. She serves on the Europe Middle East and Africa senior leadership team of Acxiom, part of Interpublic Group (IPG), as European Privacy Officer. She also currently serves as the Co-Chairwoman of the Federation of European Data and Marketing (FEDMA). In 2020, she was awarded the DataIQ Professor Derek Holder Lifetime Achievement Award for her contribution to the data protection and advertising industries. In 2024, she was named by Women in Data® as one of the 20 most influential women in data and tech.

Chapter - 01: What is data protection?;
Chapter - 02: What is marketing?;
Chapter - 03: Data protection laws;
Chapter - 04: Classifying personal data;
Chapter - 05: Legal grounds for marketing;
Chapter - 06: Explaining what you do with data with privacy statements;
Chapter - 07: Data protection requests;
Chapter - 08: Working with partners and suppliers;
Chapter - 09: Data security;
Chapter - 10: Templates for GDPR;
Chapter - 11: Data protection officer;
Chapter - 12: AI and marketing;

"Sachiko is one of the world's greatest experts on the intersection of data protection and marketing, approaching both with a genuine customer-first perspective. In always seeking to balance innovation and privacy in a rapidly changing technological world, Sachiko's clear thinking and expert knowledge are a must read for all marketers. This book captures the challenges faced by marketers and makes sure they remember that behind the data are real people searching for relevant products and services to live their best lives."

"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."

"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."

"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."

"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."

"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."