Roxana Ionescu at Promotions360: Transform Data Bases from Risks into Opportunities!
At the Promotions360 conference, organized by Evensys and supported by Nestor Nestor Diculescu Kingston Petersen (NNDKP), Roxana Ionescu spoke about the use of data bases in promotions. NNDKP’s Partner reviewed the methods that can be used to prevent the risks to which companies are exposed when collecting and using personal data, so that those data bases become a real support tool for the marketing activities.
Promotions360 is an event dedicated to marketing, FMCG and retail professionals and is intended to open multiple learning and networking opportunities, while approaching topics such as innovation in retail, the Romanian consumer’s behavior, efficient strategies and tactics for online and in-store promotions, concepts and techniques used to attract and increase consumer loyalty.
In this context, Roxana Ionescu, head of NNDKP’s Data Protection practice, discussed the creation and processing of data bases, emphasizing aspects such as the risks to which companies are exposed when data bases are not correctly established, ranging from contraventional fines to the deletion of the data bases, as well as operational and reputational risks. In addition, Roxana pointed out the steps for creating a compliant data base that can be easily used in the future, which range from informing and obtaining the consent of the data subjects, to the rules related to the disclosure of data to third parties and the use of cookies. During the presentation, the participants also discussed the discrepancies that appear in practice between the legal requirements and the way they are interpreted at local and European level. This includes the perspective of the new regulation that is pending approval and will govern the actions taken in the area of data protection in the future, as well as the sanctions against certain breaches in this area with fines of up to € 1,000,000.
Roxana Ionescu explained:
“When it comes to marketing activities, irrespective of their nature, the use of data bases can be either a risk or a “tool” which allows a company to efficiently send commercial messages to the consumers. There are many cases, both at local and international level, where large companies active in the FMCG and telecom sectors, were sanctioned for non-compliance with the data protection provisions, because they did not prevent such risks associated with the creation and use of data bases. The risks could have been avoided if the role of the data bases had been established from the very beginning in the marketing activities and the legal requirements in the field had been implemented correctly so that the data base became that becomes a profit driver and not a permanent source of risk in the marketing activities.”
The Promotions360 conference was first organized four years ago by Evensys, one of the most significant players in the Romanian event organization market. It has become the most important local conference dedicated to promotions and to the role they play in the relationships between the brand and the consumer.
