Description

This curriculum spans the breadth of a multi-workshop legal and operational advisory program, addressing data ownership challenges across global marketing ecosystems with the granularity seen in enterprise data governance implementations.

Module 1: Defining Data Ownership Across Digital Marketing Ecosystems

Determine legal ownership of first-party data collected via multiple touchpoints (website, CRM, offline events) when data flows through third-party platforms.
Establish contractual clauses with agencies and ad tech vendors to clarify data rights, usage limitations, and reversion upon contract termination.
Resolve conflicts between joint controllership under GDPR and unilateral data monetization strategies in co-branded campaigns.
Classify data assets by ownership tier (owned, shared, licensed) to inform retention, access, and compliance protocols.
Negotiate data rights in media buying agreements where audience data is generated on publisher-owned platforms.
Implement metadata tagging to track data lineage and assert provenance across fragmented marketing technology stacks.
Address discrepancies between IT data governance policies and marketing team data collection practices in decentralized organizations.

Module 2: Legal and Regulatory Frameworks for Marketing Data

Map data processing activities across ad servers, CDPs, and email platforms to fulfill GDPR Article 30 record-keeping requirements.
Assess lawful basis for processing in B2B marketing when relying on legitimate interest versus consent for email outreach.
Implement data subject request (DSR) workflows that span multiple SaaS platforms without creating data silos or compliance gaps.
Adapt data retention schedules based on jurisdiction-specific regulations (e.g., CCPA, LGPD) when operating in global markets.
Conduct DPIAs for cross-device tracking initiatives involving probabilistic matching and device graph construction.
Manage data transfer mechanisms (e.g., SCCs, UK Addendums) when marketing data is processed in non-adequate jurisdictions.
Respond to regulatory inquiries by producing audit trails that demonstrate data minimization in audience segmentation.

Module 4: Data Governance and Stewardship in Marketing Operations

Assign data steward roles within marketing teams to enforce classification, access controls, and usage policies for customer data.
Develop data quality scorecards to monitor completeness, accuracy, and freshness of CRM data used in lifecycle campaigns.
Implement role-based access controls (RBAC) in marketing automation platforms to restrict data export and segmentation capabilities.
Standardize data naming conventions and taxonomy across teams to reduce duplication and misattribution in reporting.
Integrate data governance workflows into campaign launch checklists to ensure compliance before deployment.
Conduct quarterly data inventory audits to identify shadow marketing databases and unauthorized data sharing.
Establish escalation paths for data ownership disputes between marketing, sales, and customer service departments.

Module 5: Third-Party Data Partnerships and Vendor Management

Negotiate data licensing terms with DMPs and data co-ops to prevent downstream resale or repurposing of enriched segments.
Perform vendor risk assessments on email service providers to evaluate sub-processor transparency and breach notification timelines.
Define permissible use cases in contracts with audience data suppliers to avoid regulatory exposure from inferred categories.
Implement data processing agreements (DPAs) with all third-party tags deployed on owned digital properties.
Monitor vendor compliance with data deletion requests across cloud-based analytics and personalization platforms.
Assess data provenance in lookalike modeling services to ensure source audiences were collected under compliant consent frameworks.
Enforce data minimization in API integrations by limiting field-level access to only necessary customer attributes.

Module 6: Consent Management and Preference Enforcement

Configure consent management platforms (CMPs) to synchronize opt-in status across web, mobile app, and email channels.
Design fallback strategies for personalization engines when consent is withdrawn or not obtained.
Integrate preference center updates with downstream systems (e.g., ESPs, CRMs) to enforce real-time suppression.
Validate CMP compliance with IAB TCF v2.2 specifications for header bidding and programmatic advertising.
Test consent signal propagation across server-side tagging and client-side SDKs in hybrid tracking environments.
Document legal basis transitions (e.g., from consent to contract) for transactional email workflows.
Reconcile discrepancies between declared consent and observed tracking behavior during internal audits.

Module 7: Identity Resolution and Cross-Channel Data Linking

Select identity resolution methods (deterministic vs. probabilistic) based on data availability, accuracy requirements, and privacy risk tolerance.
Implement identity graphs with expiration policies to prevent indefinite linkage of pseudonymous identifiers.
Design fallback identity strategies for post-cookie environments using authenticated sessions and modeled identifiers.
Limit cross-device profiling to explicit opt-in audiences in regions with strict privacy laws.
Audit match rates and overlap between onboarded CRM data and platform-specific identifiers (e.g., Apple ID, Google GAID).
Balance personalization efficacy with privacy by suppressing low-confidence identity matches in campaign targeting.
Document data linkage logic for regulatory inspections and internal transparency.

Module 8: Data Monetization and Strategic Use Rights

Assess contractual permissibility of using first-party data for audience modeling offered to partners or advertisers.
Structure data clean rooms for joint campaign measurement while preventing raw data extraction by counterparties.
Quantify data asset value based on recency, coverage, and predictive power before entering data-sharing agreements.
Implement watermarking or differential privacy techniques to deter unauthorized redistribution of shared audience segments.
Define revenue-sharing models tied to data contribution levels in co-op marketing initiatives.
Restrict access to high-value data sets (e.g., high-LTV customer profiles) to pre-approved use cases and personnel.
Conduct legal reviews before repurposing campaign performance data for product development or M&A due diligence.

Module 9: Incident Response and Data Rights Enforcement

Activate data breach protocols when unauthorized access to marketing databases is detected, including notification timelines and regulatory reporting.
Trace data exfiltration paths in cloud marketing platforms using audit logs and access monitoring tools.
Coordinate with legal teams to respond to data subject complaints about unexpected targeting or profiling.
Freeze data sharing pipelines during vendor security incidents until risk assessment is complete.
Recover data rights after employee offboarding by revoking platform access and auditing recent export activity.
Conduct post-incident reviews to update data minimization policies based on exposure analysis.
Enforce data deletion across distributed systems (e.g., backups, data lakes) following formal erasure requests.

Data Ownership in Digital marketing