Digital Marketing Data Regulation & Systems

About this course

Data is the new oil. If you’ve heard this phrase, or one like it, then you’re in the right place.Data is what powers the multi-billion dollar digital marketing industry. Without it, marketers and advertisers wouldn’t be able to target their customers, serve ads and messages, and track their campaign performance. But it’s not as a simple as dropping a cookie on a browser.In recent years the digital marketing industry has seen regulation from both governments and private companies that is changing the way data is collected, stored, and used. The General Data Protection Regulation (GDPR) in the E.U. was the first major legislation that re-shaped the industry. This was followed by the California Consumer Protection Act (CCPA) in the United States, and both Apple and Google have introduced changes to how they share data in the past couple of years.In this course we cover exactly how data is collected by marketers and advertisers, the companies and tools used to store it, and how major changes have affected the industry.Course Curriculum:Section 1 - IntroductionWelcome to The CourseDigital Marketing Data AgendaSection 2 - DMPs (Data Management Platforms)What is a Data Management Platform (DMP)Types of Data that DMPs CollectHow does a DMP collect user dataTop DMPshow to select the right oneSection 3 - Walled GardensWhat is a Walled Garden and what data do they haveWhat is the business case behind a Walled GardenSection 4 - Device/Identity GraphsWhy is a Device Graph importantDifference between Device Graph and Identity GraphHow do the Graphs workSection 5 - Laws/Regulations/Personally Identifiable Infor

Course objectives

• to explain how data is collected and utilized in digital marketing
• to discuss major regulatory impacts on data usage
• to analyze the business implications of data management