GDPR has not been as bad for marketers as feared. In fact, said “GDPR Gut Check” panelists, it has enabled them to tell a better story. And then there’s “getting a [football] player to talk about GDPR.”
Mic Conetta, head of CRM for Arsenal Football Club, amused the crowd at MediaPost’s Email Insider Summit Europe on Wednesday by mimicking now-former Arsenal player Jack Wilshere’s monotone: “Important you tick this box if you want to hear from this club.”
Conetta went not to say that GDPR, which went into effect in Europe last May, had bad press. “It’s about empowering the consumer,” he said. “It’s about having a relationship built on trust.”
From a club perspective, he said, they had to do a complete audit and understand where data was being collected. “We started 18 months before [May 2018] and found more than 800 pieces of data that we were collecting.” Arsenal’s legal and IT departments did a data protection impact assessment (DPIA) and an action plan.