DMA: Data and Marketing Association
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DMA’s Data Standards 2.0 – What Marketers Need to Know


The Data & Marketing Association has released an update to its longstanding self-regulatory rules governing ethical marketing practices. The updated standards can be viewed here. In this webinar, the Data & Marketing Association’s Advocacy and Accountability leaders will walk you through the critical changes to DMA’s self-regulatory guidelines and what you need to know before they go into effect in the summer of 2018.

This latest review, referred to as DMA’s Data Standards 2.0 initiative, brought dozens of member companies together to collectively review and update the standards that guide the marketing industry in the responsible use of data.

Topics and issues being addressed in Data Standards 2.0:
• “Onboarding” – providing consumers notice and choice when companies combine consumer data with Digital Identifiers for Marketing
• Internet of Things – ensuring that consumers have appropriate notice regarding data collected and used by connected devices for marketing purposes
• Data Innovation – updated definitions to reflect advances in data and marketing technology
• and more

Webinar speakers will review these critical updates as well as answer questions on compliance and implementation of the standards. Any additional questions regarding implementation of the standards can be directed to DMA’s Ethics and Compliance Department at ethics@thedma.org.



Emmett O'Keefe

Senior Vice President of Advocacy
Data & Marketing Association

Emmett O’Keefe is the Data & Marketing Association’s Senior Vice President of Advocacy. In this role, he heads the Washington, D.C. office and leads DMA’s advocacy efforts at both the state and federal levels.

Emmett has more than twenty years of experience working on policy matters, building relationships, and developing advocacy strategies to successfully advance legislative and regulatory priorities.

Before joining DMA, Emmett has held a range of leadership positions in industry – including Amazon and Cablevision Systems Corporation – and in the U.S. Congress.

He joins DMA from Cablevision where he led federal lobbying efforts as Vice President, Federal Affairs. Before Cablevision he served for nearly eight years as a Director of Federal Public Policy at Amazon where he was responsible for developing policy positions and representing the company before policy-makers. Prior to Amazon, he spent more than a decade on Capitol Hill as a senior legislative aide to members of the House and Senate Commerce Committees; serving as a Senior Leadership Advisor to Senator Byron Dorgan and as Legislative Director to Representative Ron Klink.

Emmett holds a Bachelor of Arts degree in English and Political Science from Marquette University and a Juris Doctorate from the Howard University School of Law. He resides in Kensington, Maryland with his wife and their two children.


Xenia Boone, J.D.

General Counsel, SVP, Compliance & Ethics
Data & Marketing Association

Xenia (Senny) Boone is the Data & Marketing Association’s Senior Vice President for Corporate & Social Responsibility. In this role, she leads the DMA’s self-regulatory programs, including the DMA’s Ethics Policy Committee, Ethics Operating & its recently established Committee on Corporate & Social Responsibility, each comprised of top marketing experts providing guidance on responsible marketing practices. She works with the leadership of the DMA to provide multichannel marketing best practices through DMA conferences, publications and other educational resources to DMA’s membership and offering world-class self-regulatory solutions and initiatives for the marketing community to ensure consumer choices are honored. Additionally, Boone oversees the DMA Nonprofit Federation (DMANF), an organization of nearly 400 nonprofit organizations and 90 fundraising and marketing companies.

Boone has been involved in legal, public policy and legislative work in Washington D.C. for over 17 years after receiving her Juris Doctor from Catholic University with a specialized focus on communications and First Amendment law. Boone is a member of the DC and NJ State Bars and has served on the Postal Service’s Mailers Technical Advisory Committee, Independent Sector, and the ASAE’s legal section. She graduated from Temple University’s School of Communications and Theatre with a degree in Journalism. She lives in Southern Maryland with her husband and daughter.


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