FEDMA 2023 Annual Event

31 March 2023

FEDMA TURNS 25!

"CUSTOMER ENGAGEMENT AT A CROSSROAD BETWEEN CONSUMER PROTECTION, DATA PROTECTION AND INNOVATION"

FEDMA is celebrating its 25^th anniversary in 2023. To hit the mark and true to its tradition, FEDMA is organising its staple annual event on Tuesday 20 June 2023 from 9:00 to 12:00 CET at the Renaissance Hotel in Brussels.

The event will be followed by a networking lunch.

When & Where:

Tuesday 20 June from 9:00 to 13:30 CET
Renaissance Hotel, Rue du Parnasse 19, 1050 Brussels & Online (link to be provided to online registrants)
The event is free (but registration is mandatory)

Note: To ensure a high level of interaction and to maximise the opportunities for a genuine exchange between the participants, the number of tickets available is limited.

Time (CET)	Agenda
08:30 - 09:30	Registration & Networking breakfast
09:30 - 09:35	Welcoming words Robin DE WOUTERS, FEDMA Communication & Commercial Director
09:35 - 09:55	Fireside Chat with Denis SPARAS, Deputy Head of Unit for Digital Markets, DG for Communications Networks, Content and Technology, European Commission Moderated by Enrico GIROTTO, FEDMA Head of Policy
09:55 - 10:40	Panel I: Can GDPR still fix our problems or do we need new legislation? Speakers: Elzbieta OLKUSKA, Legal and policy officer, DG Justice and Consumers, Unit B3 – Consumer enforcement and redress Natascha GERLACH, Director of Privacy Policy for the Center of information Policy Leadership (CIPL) Alexander HOEFMANS, Deputy Director at Private Office of the Belgian State Secretary for Digitization, Privacy and Administrative Simplification Dr. Sachiko SCHEUING, Acxiom European Privacy Officer [Moderator]
10:40 - 11:00	Networking break
11:05 - 11:20	Keynote Christophe ERREGEERTS, Head of Innovation & Tech. Marketing, bpost
11:20 - 12:05	Panel II: Are ethical frameworks just as important as policy compliance? Speakers: Florent DIVERCHY, Marketing Intelligence Manager, Produpress & Chair of the “Privacy & Ethics” Committee, BAM Gilbert HILL, Privacy Technologist, MD & Entrepreneur Jitty VAN DOODEWAERD, Director privacy at DMCC Group B.V Christopher COMBEMALE, DMA UK CEO [Moderator]
12:05 - 12:10	Closing remarks
12:10 - 13:30	Networking lunch

Event outline

Customer engagement has undoubtedly evolved over the years: while in the past, simply providing a quality product or service was enough, nowadays, the goal is to offer a tailored and personalized experience beyond the point of purchase. Marketers increasingly rely on data and analytical tools to interact with customers through a variety of online and offline channels (mail, email, websites, social media, offline advertising, etc.). While studies show consumers want personalization, it can nevertheless raise concerns when the logic behind it and the benefits that come with it aren’t clear nor transparent enough.

In this context, and despite the extensive body of EU data protection law to provide data subjects with transparency and agency over the use of their personal data, the European Commission has launched two initiatives – the Fitness check on EU consumer law and the Voluntary pledges on cookies, consumer empowerment and digital advertising – to explore possible solutions on the perceived lack of control over an increasingly personalized online experience from a consumer perspective.

To address this situation, FEDMA’s high-level presentation & panel will discuss crucial aspects of consumer protection:

Should consumer policy fix the apparent shortcomings of data protection? If so, how?
Is the future of customer engagement a non-personalized customer experience?
What lies next for the right for industries to serve best their customers and potential prospects?