DMA: Data and Marketing Association
Consumer Help
Course Details

Data & Ethics: The Future of Data

Artificial intelligence, internet of things, GDPR, and Privacy Shield… know what it takes to keep your data in compliance with these newer regulations and technologies.

$99 non-members $149

This course is not currently being offered. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

Starting July 2018, the Data & Marketing Association begins enforcing Data Standards 2.0 updates to its longstanding self-regulatory rules governing ethical marketing practices. (The newly updated Guidelines for Ethical Business Practice can be viewed here.)

In this module, the Data & Marketing Association’s Advocacy and Accountability leaders will walk you through the critical issues pertaining to good data governance in the areas of artificial intelligence (AI) in marketing, internet of things (IoT) marketing, the General Data Protection Regulation (GDPR) and the EU-U.S. Privacy Shield – as covered in DMA’s self-regulatory guidelines. Learn what you need to know in order to remain in compliance for these newer technologies and regulatory frameworks.

Any additional questions regarding implementation of the standards can be directed to DMA’s Ethics and Compliance Department at ethics@thedma.org.


  • Data governance for artificial intelligence (AI) in marketing
  • Data governance for connected devices and the internet of things (IoT)
  • GDPR key concepts and changes
  • EU-U.S. Privacy Shield requirements


Senny Boone
General Counsel, SVP, Compliance & Ethics Data & Marketing Association Read Biography »
Emmett O’Keefe
SVP of Advocacy, Co-Executive, DDMI Data & Marketing Association Read Biography »
Kelly DeMarchis Bastide
Partner Venable LLP Read Biography »

Get Certified!

The Importance of Data Governance

  • Overview: why is data governance important?
    • Industry guidelines for data governance
    • Self-regulation according to DMA’s Guidelines for Ethical Business Practice
  • Artificial intelligence (AI) and marketing
    • Background
    • Case Study: 1-800-Flowers.com
  • Application to connected devices & internet of things (IoT)
    • Definitions and scope
    • Responsibilities of IoT providers
    • Example application

European Union (EU) General Data Protection Regulation (GDPR)

  • Core concepts
    • Key principles of GDPR
    • Key changes of GDPR
    • Key concepts: personal data / data controller / data processor
  • The 7 Data Protection Principles
  • Rights of data subjects
  • Transparency rights (GDPR-complaint privacy policies)
  • Data Protection Impact Assessments (DPIAs)
  • Data protection officers (DPO)
  • GDPR security requirements
  • Data breach notification
  • Penalties/fines for non-compliance

GDPR & EU-U.S. Privacy Shield

  • Cross-border data transfer mechanisms
  • Privacy Shield – what is required for membership?
  • Privacy Shield self-certification checklist

Marketing and Self-Regulation Resources

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

Login To Your Account