What is GDPR and how it effects your business


The updated GDPR legislation from the EU is just around the corner, and it unites marketing, IT and legal departments across the EU.

Sine I myself work with data, marketing and communication, I’ve been keen to educate myself on tis topic and this is my guide to the very basics, need to know about GDPR and what you need to be aware of from the marketers perspective in regards to GDPR. Knowledge is as someone famous and clever said – is power!

I’m actually positive to this update of the law. And I will indeed follow up with a post covering why 🙂

Date updated: 16/10/2017

(I will continue to update this post as I learn and discover more facts, opportunities and resources on the subject of GDPR)

What is it?
GDPR stands for General Data Protection Regulation. It’s a European law (from the European Parliament so this only effects countries within the European Union) which purpose is to protect data for all the citizens within the European Union.

When does it start to take effect?
The new updated legislation was passed in April 2016 and it has a two years transition period and will start to take effect in May 2018. Hence all the recent awareness about the new legislation. The data protection directive was however already established in 1995.

How does it effect your business?
If you conduct business within the European Union, you need to comply with this law. So let’s break it down into smaller chunks;



  • If you track IP-addresses and/or cookies – you need to comply with this law
  • Personal data – any data that has to do with people in any way, shape or form (from IP-addresses to mobile device identities)
  • People under the age of 18, you are not able to store data on (I’m unsure about this one, and I need more information)



  • Does this mean that this is everything you need to do and know when doing business/owning platforms within European Union? No, local data laws still complies, on top of this.


Marketing and communication

  • You need to ensure that your customer have made an active choice in hearing from you – that your customer/lead has actively given their consent for your company to use their data

At the moment of writing this, from a Swedish perspective, it seems like the regulation is unclear about weather the customers who have made an active choice before may 2018 to hear from your company – per say signed up for a newsletter, that you may keep that data after may 2018. Or if you actually need a renewed and updated consent from these customers.


  • Companies need to have a time stamp of the data and consent.
  • Your company are now required to document the life cycle of the data, your data processing process (for example profiling etc) and the namnes of people handling the data and ensure to keep updated contact details to reach them.

What actions do you need to take?

  • You need to look over all your policy and terms and conditions that are presented to customers and concerns both them and your communication with them.
  • Your company need to ensure that you store personal data in such a way that it’s encrypted, safe and that you have processes and protocols in place to protect personal data in a safe way.
  • You need to be able to ensure that your company can erase or transfer data, upon a individuals request.
  • Should your company handle large amounts of personal data your company now needs a Data Protection Officer.

What is the work-around?

  • If you have data that there is no way that you can identify and individual from. (NB – I need more background information on the particulars of this)


What happens if you do not comply to this or some of the points covered in the legislation?

  • Companies that does not comply with this regulation can get fined for this – the most severe fine is 4% of your company actual global turnover. Less serious breaches will only incuur 2% – of your company global turnover.


Useful GDPR resources:

HubSpots GDPR checklist.

This is  great checklist which even covers which department you need to involve for which step – GDPR Compliance Checklist from Latham & Watkins

The Guardian breaks down GDPR in a very informative article from a UK perspective.

The image above is from Tieto, which I think has made a great infographic covering the basics of GDPR.

The EU’s own overview of key changes 

Wired’s article about GDPR and what you need to know

The benefits of open customer journey mapping

I’ve previously written about creating a framework for marketing around a very basic customer journey containing four phases – see, think do and care which is a very basic but very useful in terms of planning marketing and communication focusing on the path to purchase.

Open customer journeys on the other hand, are a more in depth look at specific customer segments actual journey pre and post purchase.


5 things to think about when working with influencers

image by

Working with influencers and influencer marketing has grown exponentially throughout the last few years. It’s becoming big business and one of the reasons are because millennials are more likely to buy from a Youtuber, using/endorsing a product then a celebrity or mega-star.

Working with influencers, setting a scope for the partnership, expectations and defining the work is one way to approach this, so you are both are on the same page, as you are entering a business relationship with each other.

But before you get down to just business, get clear on your KPI’s for the partnership and work, so you know how you can evaluate the activities and content the influencer and/or you create together.

As I work on the other side of this, receiving quite a few queries from companies for my vegan recipe lifestyle website, large and small, I have put together this list as I think it’s helpful when initiating a new partnership within this field.


Book review: How to Be an Overnight Success by Maria Hatzistefanis

How to Be an Overnight Success

I follow @mrsrodial on social media as I think she is very inspiring business person. And as I love to read both business books (preferably by the founds of businesses) and biographies, I pre-ordered a copy and to my delight it arrived just in time for my holiday. That’s why my copy is quite battered as you can probably tell from the photo above, it’s been to three countries (Hungary, Germany and Spain plus a short visit in Stockholm, Sweden if you are curious).

Overall I thought it was a brilliant book, written in a personal way, sharing both insights on the personal journey and handy take-aways in the form of “overnight success secrets”. Hint – it took Rodial 18 years to reach where they are today. This was one of the things I liked the most, because, in many of the books I’ve read, this vital piece of information is missing – that it’s a journey and there is no such thing as an overnight success.

Who is this for:
  • Anyone who is interested to read about the starting point and the journey of a brand (it’s not specific for the beauty business but it’s interesting that the book feature a beauty brand)
  • Anyone looking for inspiration and motivation on their own journey, either it be starting your own business or working a “ordinary” job. I enjoyed the personal insight into the author’s career and her tenacity and drive, it’s infectious!
  • Who wants another perspective and some creative ideas of what to do on a shoe string budget or how you can solve anything with the right attitude, creativity and the right amounts of espresso!


Why you should read this book:
  • It’s filled with handy advice and creative ways to solve PR to events, from the “starting out days” to how the business and brand is managed when it’s grown both in size, markets and revenue.
  • The book covers topics such as; building a brand, social media, PR, creating buzz for your brand, overcoming daily struggles, how to take care of yourself, making it happen, staying motivated, refining your appearance and how to build a strong personal brand.
  • You will get new ideas and inspiration – be sure to have pen and paper at hand!
  • You will get motivated for sure!
  • Most importantly, it’s written in a personal and entertaining language. It’s an enjoyable read while you learn new skills.

This books is already a favourite. If you read it, let me know what you think about it.

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