COMPLIANCE 25TH MAY Are you prepared for the NEW GDPR rules?

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Kevin Hampton
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ARTICLE 16 PARAGRAPH 1 OF THE DIRECTIVE STATES, THE USE OF ELECTRONIC COMMUNICATIONS SERVICES BY NATURAL OR

1 B2B COMPLIANCE ENFORCEMENT EUROPEAN LAW DATA PRIVACY CONSENT 25TH MAY 2018 Are you prepared for the NEW GDPR rules? ARTICLE 16 PARAGRAPH 1 OF THE DIRECTIVE STATES, THE USE OF ELECTRONIC COMMUNICATIONS SERVICES BY NATURAL OR LEGAL PERSONS FOR THE PURPOSES OF TRANSMITTING DIRECT MARKETING COMMUNICATIONS IS ALLOWED ONLY IN RESPECT OF END-USERS WHO HAVE GIVEN THEIR PRIOR CONSENT. enquiries@cheersin.com

the full weight of GDPR will apply to both consumer and B2B data.

2 T minus 10 months and counting How will the GDPR affect your business? If the answer is I don t know or it won t impact us and you don t have a workable strategy in place, then the chances are, you ve not heard about the leaked reports earlier this year that suggests the full weight of GDPR will apply to both consumer and B2B data. If this transpires, it won t be possible for B2B marketers to electronically communicate with their target audience without prior consent and there is therefore a window of opportunity between now and next May to capture as many opt-ins as possible. The race is on As we approach the roll-out of the new regulations, we anticipate significant opt-in request fatique, with the number of campaigns increasing exponentially and significantly impacting response rates. On this basis, the sooner you re able to start the process, the more effective it will be. How we can support you Cheers Interactive has many years experience supporting companies who rely on high quality opt-in data. We have developed a tried and tested phased approach designed to maximize opt-in rates by: Leveraging technology to cost-effectively prepare and clean the data Applying best practice opt-in mechanisms and processes Providing telemarketing support from a highly professional and experienced team Detailed in this document is an overview of our methodologies/processes and how Cheers can provide support and guidance throughout. To help you with your own planning process around the GDPR rule changes we would like to offer you a free health check on a sample of your existing data to provide a working plan and assessment of anticipated output at each phase - please contact me directly and I will coordinate the process with you. In the meantime, I hope you find the information in this document useful. Best, Cheers Interactive has many years experience supporting companies who rely on high quality opt-in data. Rhea Wickham Head of Marketing Cheers Interactive

3 Phased Opt-in Campaign PHASE 1: DATA PREPARATION 1.1 YOUR EXISTING CLEAN AND DATA BUILD - CLEAN AND BUILD Don t waste time and money trying to gain opt-ins from old or invalid data. Cleanse your current records so you re only targeting refreshed and responsive data. Validation All data with a corporate address, company name and contact name to be flushed through the Cheers Validation Engine, to determine the validity of an address and segmenting the data as follows: Valid s that are 90% & or more accurate Validity of s unconfirmed Invalid s Build Invalid s identified from Step 1 shall be funneled through the build engine. The build engine will establish new valid company domains and / or new formats wherever required based on Cheers proprietary algorithm. 1.2 NEW DATA BUILD - BUILD OUT YOUR UNIVERSE To ensure you have as much relevant data as possible to market to after May 2018 you should consider identifying and building companies and contacts from your target market that you don t currently hold data for, and include these in the opt-in campaign. Size your universe broken down across the value chain of your industry Gap analysis 1. Segment your existing data in line with the value chain of the industry. If your data isn t already tagged according to the different elements of the value chain, we profile and tag a sample of data and extrapolate the results across the entire data set 2. Overlay universe sizing data with the segmented counts of your existing data to understand wherethe potential gaps are and how significant these are Develop data build brief based on the results of the gap analysis and your own strategic priorities Deploy secondary and primary research initiatives to execute the build using the existing data as a suppression file to ensure only new data is built, secondary web research undertaken and supplemented with selective primary research if required 1.3 PRIORITISING YOUR DATA - DATA RANKING To ensure the most valuable data to your business is prioritised (current clients, previous clients, prospects, etc) while also providing you with control over the opt-in campaign ROI we propose ranking the data according to: The likelihood of opting-in The importance of data to your business PHASE 1: TECHNOLOGY DRIVEN - VALIDATION & BUILD PROCESS OUTCOMES FROM PHASE 1 PHASE 2: MANUAL PROCESS CLIENT DATA: COMPANY NAME, CONTACT NAME, ADDRESS STEP 1: ESTABLISHING STATUS OF EXISTING CLIENT DATA VALIDATION ENGINE VALID VALID & INVALID S INVALID S SUITABLE FOR CLIENT S CAMPAIGNS BUCKET 1: VALID S THAT ARE 90% OR MORE ACCURATE PHASE 2: MANUAL RESEARCH - JOB TITLE, COUNTRY & COMPANY NAME STEP 2: BUILD NEW S BY ESTABLISHING NEW DOMAIN/ NEW FORMAT INVAILID + COMPANY URL (IF AVAILABLE) NEW BUILD ENGINE NEW VALID VALID & INVALID S CAN BE SELECTIVELY COMMISSIONED FOR MANUAL RESEARCH BUCKET 2: VALIDITY OF S UNCONFIRMED FINAL CLEANSED & ENHANCED DATA INVALID S BUCKET 3: INVALID S PHASE 2: MANUAL RESEARCH - NEW CONTACT NAME WITH SIMILAR TITLE

4 PHASE 2: DEVELOP & EXECUTE CAMPAIGN Developing the right tools - what you say, how you say it and how you present a form when asking for an opt-in, significantly impacts response rates. Below shows the percentage of forms completed against the number of personal information fields given: CAMPAIGN PREPARATION DEVELOPMENT Maximise response rates by adopting tried and tested best practices.. Choosing the right incentives as you can see from the data, the success of the opt-in campaign depends on getting this right 11% 61% 43% 42% 30% 29% 1 FIELD 2-4 FIELDS NEW WEBSITE CONTENT ARTICLE/WHITEPAPER DOWNLOADS UPCOMING EVENTS LINK TO SOCIAL MEDIA DISCUSSIONS 25% SURVEYS & RESULTS 19% INVITATIONS TO ROUNDTABLES/DINNERS 16% FREE SUBSCRIPTION TRIALS 25% 4% How Cheers can support you Whitepapers Newsletters Blogs etc We use a blend of technology and human expertise to support clients with monitoring, aggregating and reconstituting content from a wide range of sources, which include blogs, social media, web repositories, news, press releases, etc. This content is curated, classified and delivered as knowledge and insights, tailored to our clients requirements. How Cheers can support you 5-7 FIELDS 8+ FIELDS From Ascend2 and Reserach Partners The team at Cheers have had many years experience executing such campaigns and are therefore able to guide our clients with best practice advice and support them through the entire process.

5 CLEAN, ENHANCED DATA EXECUTION CAMPAIGN EXECUTION Coordinate campaigns and telemarketing support to maximize recall and therefore responsiveness. Our telemarketing teams will attempt to attain opt-ins during calls as conversion rates fall significantly when a link is sent post call. How Cheers can support you We have a dedicated team of experienced resources who only work on opt-in campaigns for our clients. FIRST - OFFERING INCENTIVE 1 REMINDER SECOND - OFFERING INCENTIVE 2 (DIFFERENT FORMAT TO INCENTIVE 1*) TELEMARKETING SUPPORT REMINDER NON OPT-INS OPT-INS NON OPT-INS *Given people respond differently to different incentives, it makes sense to integrate a range of offerings into the campaign. A proportion of your data might, for example, respond to a VIP invite to an event while others will be more likely to opt-in to receive content such as a white paper.

6 Why Us - The Cheers Engine Our other key services We invest in long term strategic partnerships. We are the engine behind some of the world s leading B2B information, media and event companies. Our managemnet team has held senior strategic positions in some of the largest research, business information, events and media companies and we therefore proactively add value, both at a strategic and operational level. As specialists supporting the B2B Events, Media and Business Intelligence industries for over 16 years, our experienced teams understand our clients business and the markets in which they operate together with the technologies required to deliver high value, high quality scalable solutions. We don t overpromise: our attention to detail and thorough processes through the scoping and feasibility stage of any project, ensures the solutions we propose are on brief, on target and on budget. SALES & TELEMARKETING SUPPORT We combine our telemarketing/sales process expertise, transition methodologies, technologies and 24/7 global reach, to help our clients achieve their targets. We execute end-to-end sales campaigns and also support our clients with qualified leads that can be acted upon promptly by their in-house sales and marketing teams. RESEARCH SERVICES Cheers provides in-depth strategic business and market insights. Our team of sector specialists and research methodology experts have a thorough understanding of the businesses and the worlds in which our clients operate. Tailored to our clients objectives, we offer a blended approach of web and primary research based research methodologies, including surveys and in-depth interviews. A CATALYST FOR GROWTH OPTIMAL BLEND OF KNOWLEDGE & TECHNOLOGY FAIL PROOF DELIVERY ON-THE-GROUND SUPPORT Our network of global account management offices in London, New York, Utrecht, Dusseldorf and Mumbai, ensures a high level of responsiveness, and enables us to become a genuine extension of our clients business. CHEERS ENGINE AGILE EXECUTION Our scale, together with the depth of skills and experience, enables a quick and efficient execution of projects inline with our clients needs. BESPOKE MARKETING DATA We build and update marketing databases across all sectors as well as work on a wide range of projects, from appending data to providing high end persona profiles. We process up to 10 million database records annually with approximately 5.6 million newly built contacts, and cleansing / enhancing close to 4.4 million contacts. EDITORIAL CONTENT SUPPORT We use a blend of technology and human expertise to support clients with monitoring, aggregating and reconstituting content from a wide range of sources, which include blogs, social media, web repositories, news, press releases, etc. BUSINESS DATA & INFORMATION SUPPORT We support our clients business intelligence products by sourcing, enriching, aggregating, analyzing data and information, through an optimal blend of technology and expert research capabilities that deliver high value, high quality scalable solutions. We constantly look for efficiencies in processes, and proactively deliver technology-driven economies to our clients. This content is curated, classified and delivered as knowledge and insights, tailored to our clients requirements.

GDPR Quick Guide to Opt-In Campaigns

GDPR Quick Guide to Opt-In Campaigns GDPR Quick Guide to Email Opt-In Campaigns Table of Contents 1 Introduction How to Gather Consent: Permission Passing Campaigns 2 How to Gather Consent Permission Passing Campaigns 3 Step One: Database