GDPR compliance – Let’s get personal

Two months into my new role at The Crocodile and I was given the not-so-simple task of presenting a knowledge sharing session to the team about the General Data Protection Regulation (GDPR). The GDPR is one of the biggest topics affecting the marketing world right now, and with so much information out there, the challenge was to find out what the essential bits we all need to know are. So, here is my bite-sized overview of what the GDPR is, and what it means for you.

The GDPR is the new legislation from the EU, and affects anyone who collects or processes personal data on EU residents. In the UK, the GDPR will replace the Data Protection Act.

It will come into effect on 25 May 2018, and there is no transition period. From this date onwards, any breaches of data will be hit with tough penalties, with the maximum fine being a staggering £17 million, or 4% of your annual turnover, whichever is greatest. This is a far cry from the current maximum fine in the UK of £500,000.

Why is it happening?

  • To create a framework that simplifies and harmonises the international regulatory environment for business.
  • Provide more consistent protection for personal data.
  • Improve trust among consumers.
  • Give businesses more accountability.
  • Create more protection around B2B data.
  • Stay up-to-date with the digital age (the Data Protection Act was created in 1998).

The 6 key principles that underpin the GDPR

Personal data should be:

  1. Processed lawfully, fairly, and in a transparent manner in relation to individuals.
  2. Collected for specified, explicit and legitimate purposes and not processed beyond those.
  3. Adequate, relevant and limited to what’s necessary in relation to the purposes for which they are processed.
  4. Accurate and, where necessary, kept up to date.
  5. Kept in a form which permits identification of data subjects for no longer than is necessary for the purposes for which the personal data are processed.
  6. Processed in a manner that ensures appropriate security of the personal data.

Key impacts it will have on you as a marketing professional

Opt-ins, opt-outs and consent:

  • Consent must be informed and clearly given via a positive opt-in action.
  • Requests should be given in clear, plain language stating how the data will be used.
  • There should be a genuine choice about consenting – service provision cannot be conditional.
  • Children under 16 years old cannot give consent – parental consent is required.
  • Different consent categories must be separated.
  • Special categories of data such as race or health requires more explicit consent.
  • Withdrawing consent must be clearly explained and as easy to do as giving consent in the first place.
  • Pre-ticked opt-in is no longer allowed.

The right to be forgotten:

  • Giving someone the means of accessing and removing their data.
  • Being able to prove that the data has been deleted from your database.
  • Ensuring removal from any third party you may have supplied the data to.

Changes to legal basis for processing data:

  • More rules around processing data means better housekeeping on the part of marketers.
  • There must be a clear reason for data collection ­– no collecting data for unnecessary reasons.

Some aspects of how the new regulation will look in practice haven’t yet been explicitly stated, so there are still grey areas within how it will impact social media, automation, and targeted online marketing. Here at The Crocodile we see it as an opportunity for businesses. By engaging with your customer on their terms however, and wherever suits them, and by being innovative in your marketing techniques, you will remain both compliant, and ahead of the competition.

To find out more about how we can help you on the way to becoming GDPR compliant, get in touch at

By Georgie Pickard

Beasting the B2B Awards

The B2B jungle is a competitive place with lots of fierce creatures. Turns out that team Standard Life have what it takes to be at the head of the pack having been shortlisted in no fewer than four categories:

  • Category 1: Best Multichannel
  • Category 16: Best SME
  • Category 22: Best Lead Generation & Nurture
  • Category 24: Bravery Award

There are no easy categories and all require a deep pool of skill sets, both client and agency side, to achieve connected strategies – with exceptional customer experiences that deliver results.

We hope that we have good cause to be swinging from the rafters come November 23rd when the winners are announced.

Standard Life: Step Ahead With Confidence

Taking digital experience to the next level

We are delighted to welcome Shimpei Okumura to our gang. He joins us from John Brown Media as Digital Art Director, having built a fantastic portfolio across fashion, lifestyle and finance brands.

This strategic appointment looks to boost our digital design team as the agency continues to push the importance of great digital experiences in the B2B industry.

Chris Tongeman, Creative Director at The Crocodile says: “In B2B there is no shortage of content being created, but what is often lacking is the craft and finesse skills required to take something to the next level and differentiate through the quality of experience. Shimpei will be a great addition to our talented team as we look to create higher value conversations with our clients’ customers.”

Crocs join DMA Awards panel

The Crocodile’s Managing Director, Jason Talbot, and Head of Social Media, Robyn Pierce, have been selected to be part of the judging panel for the 2017 DMA Awards.

The DMAs are widely respected in the marketing world and reward brands and their agencies for excellence in all facets of marketing. Judged on the pillars of creativity, strategy, and results, a DMA Award is one of the industry’s most coveted prizes.

“As an agency, we are very passionate about our industry and are big advocates of championing excellence.” says Jason. “To work alongside other industry leaders, as part of the DMA Awards judging panel, is a great privilege and we look forward to seeing some exciting and provocative work. We wish everyone entering the very best of luck.”

Entries close on Friday 15 September and the shortlist will be revealed on Monday 16 October. The awards themselves take place in London on Tuesday 5 December.

Why Google Analytics is awesome

According to Arthur C. Nielsen (Market Researcher & Founder of ACNielsen):

The price of light is less than the cost of darkness.

In our most recent ‘Knowledge Sharing Session’ we discussed why Google Analytics is awesome.

In the era of data-driven campaigns and analytics it is crucial to define our measurement goals from the beginning, establishing the relevant KPIs and measuring marketing effectiveness. A recent Google survey of marketing decision-makers revealed that only five out of ten marketers said that they think about measurement while developing campaign strategy.

At The Crocodile, we seek to understand what turns a lead into a customer, and by using Google Analytics we map the customer journey to understand what kind of information must be provided and when to understand the stages these users travel through until they have completed their goals. Google Analytics allows us to measure audience figures and analyse campaign data, instrument products and services to capture data about usage and behaviour.

‘Without analytics we could not exist.’

It’s not only the media department that is Google Analytics certified at The Crocodile, we also ensure everyone in account management and the social team pass their tests. This allows us to generate actionable marketing intelligence to improve campaign performance across channels, devices and departments.

We always welcome new solutions and aim to make the most of them. We’ve built custom dashboards for our clients in Google Analytics Data Studio to get a quick overview of what is happening in our online campaigns – which can be easily shared with our account managers, providing them with insights so that they can communicate more effectively with our clients or with designers, to show them the impacts or results of their work.

Next up on our agenda is to set up Google Attribution 360 to measure the impact of marketing across devices and channels. Google Attribution 360 offers data-driven attribution which uses machine learning to determine how much credit to assign to each step in the consumer journey.

To find out more about how we use Google Analytics and other insight-driven marketing tools to help our clients achieve their business objectives, get in touch at


by Adrienn Pajtok, PPC Account Manager