From the CDPA to the CDP: Tuesday’s daily brief

The week started on a very intense note when I sat around my neck in preparation for our MarTech conference from March 16-17. The most exciting thing for me was an incident where video content was created in connection with some of our Martech Intelligence reports. In each video, we see how the theme of the conference – changing customers (including B2B buyers), influences technologies such as customer data platforms, B2B marketing automation platforms, and wealth management platforms. The price system and digital marketing and forecast analysis. I hope you want to watch it with us. And, of course, all the other great shows.

Last week, I promised that we would search our Tuesday investigation bulletin. So here we are. This week’s quick survey question: Have you heard of a headless CMS? We hope you will answer (very) yes or no quickly and share the result next week.

Search engine marketing and search engine optimization are the best “most effective” assessment of what Borrell calls “Masters of local marketing”: respondents consider the search business to be the most experienced.

In the recently released report ‘The 2021 Mindset of Local Marketing Masters’, the company found that many digital marketing channels went beyond traditional ones, with the end of the old waiting list.

Other results show that social media is the most used marketing channel among these masters, with 95% using it, followed by email marketing (79%), SEO (70%), and web design/development (69%). Interestingly, it appears that OTT / Video Online is poised for great growth, as respondents plan to increase their budgets by 25% this year.

Does CDP get the platform for marketing automation?

It appears that the indispensable and widespread customer data platform (CDP) is geared towards B2B marketers and promises to process large amounts of data to provide highly personalized customer experiences. In November 2020, Adobe’s real-time CDP announced new features for B2B brands, including a standard link to its B2B marketing automation platform Marketo Engage. Dun & Bradstreet, with its CDP Lattice D&B, understandably also has a predominantly B2B focus.

Although CDP platforms are still relatively new, their adoption is fast and, therefore, possible with these tools.

Ultimately, they pose a threat to marketing automation platforms, as they offer the same capabilities

tools, and resources.

How Targeted Advertising Affects Virginia’s CDPA

The Virginia Consumer Data Protection Act (CDPA) was signed by Governor Ralph Northam and will take effect on January 1, 2023. It has been compared to the European AVG and the CCPA in California but is trying to determine whether it is simpler or more strict. Efforts to protect consumer data are almost out of the question. It is unique legislation with its peculiarities and confusions.

First, it does not grant consumer rights to private consumers: only the Attorney General can bring a legal action under the law. On the other hand, it denies the protection that people “work in a business or work environment”. This apparently means that your data is not protected if you are looking for business purposes; o From a marketing perspective, B2C marketing efforts must be aligned with the CDPA; B2B campaigns, perhaps not.

It is strange that consumers in Virginia have the right to prevent their personal information from being processed for targeted advertising, but the following items are not considered to be targeted advertising: “.

These are the first days to understand this legislation and how the brands they sell must comply with Virgo in practice.

How Targeted Advertising Affects Virginia’s CDPA

The Virginia legislature has adopted the CDPA, a comprehensive data protection law that will create restrictions on how businesses that do not disclose Virginia and target their Virginia consumers can process personal data.

These restrictions include:

• Provide verified requests from Virginia consumers to account for, correct, and/or delete the consumer’s personal information;

• Virginia allows consumers to process personal information for certain purposes (and that confidential information will not be processed without the express consent);

• assess the data protection of these processing activities (as well as other personal processing activities “which pose a significant risk to the consumer”);

• publish specific information and privacy policies; To be

• That they and their information processors include certain clauses in their contracts.

There are some additional requirements for the controller, especially with regard to consumer inquiries, data protection analysis, security, and reporting of violations.

Consumer rights under the CDPA

In general, the CDPA guarantees the rights of Virginia consumers:

1. To confirm that a data controller is processing your personal data;

2. To access, correct, and even delete your personal data, how a controller can process it;

3. To obtain a copy of your data, as you have previously provided your data to the data controller; and (here comes the big one, so be careful)

4. Select that personal data will not be processed for targeted advertising; sell such personal data or profiles, where the profile may have a significant impact on the employment of consumers (eg health, finance, education, employment, legal implications, housing, access to basic needs).

A right that consumers in Virginia will not have under the CDPA: a private right to the action. Only the Virginia Attorney General can file a lawsuit under the CDPA. CDPA’s liability is limited to $ 7,500 per violation, plus legal fees and charges.

To better understand these rights, we need to understand who the consumer is under the CDPA.

The CDPA defines a consumer as a person residing in Virginia as long as he “acts alone in an individual or family context.” (Compare with the CCPA in California, which does not restrict an individual or family relationship in the definition of ‘consumer’.) The CDPA also explains that it does not protect people when they appear in an advertisement. or relationship. a business or job.

A remarkable achievement: Although CDPA may have an impact on its B2C campaigns, it seems that it should still focus on Virginia in the context of B2B or B2G (government enterprise), as segmentation has to do with its role in the works ( otherwise it is legal). You may only need to turn off targeted ads if Virgo leaves your work account at night and spends time with your family (and phone) on the couch.

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