I have received an update from our external German-based legal advisers who are acting as our Data Protection Officer prior to the Xmas break, during which he pointed out to me that there is a significant issue in the way Marketo data capture typically wants to operate.
One of the new requirements of GDPR is to not enforce the unnecessary data capture of fields not required for the processing of the request. What this means in practice, he suggested, is that you can no longer make mandatory field data capture that would typically be generated for White Paper access (ie Name, Company, Country etc) - you can only make Email address mandatory based on the principle that you then deliver the white paper via an email back to the registrant. You can still have all of these fields on your form, you just cant make them mandatory - and of course you need to make email marketing consent a separate opt-in to consent for storage.
Therefore you have the prospect of having to give away all of your gated content in return only for an email address, which could potentially only be used for the delivery of the gated item, before you have to throw the address away...
- Of course there is the argument that this will improve data quality of those consenting, but will see a significant drop in numbers.
However, he did suggest there is an alternative data model. The 'Facebook' approach. This requires the user to sign up to a user account / login prior to getting access to services/resources. As part of this approach in return for your services (i.e. gated content) you can require the registrant to complete their details and consent to storage in order to access the gated content.
- note, you still cant enforce email marketing, this remains a separate opt-in, and you must still offer an opt-out of consent (right to be forgotten etc).
Having only recently signed with Marketo, this news is quite alarming to me.
- Has anyone else's legal counsel come to similar / same conclusions?
- Are there use cases / references of how Marketo can be used under a User Account based model integrated into a WordPress website?
Many thanks.
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