Data & Ethics: The Future of Data

Starting July 2018, the DMA division of the ANA began enforcing Data Standards 2.0 updates to its longstanding self-regulatory rules governing ethical marketing practices.

In this course, the DMA division of ANA’s Advocacy and Accountability leaders will walk you through the critical issues pertaining to good data governance in the areas of artificial intelligence (AI) in marketing, internet of things (IoT) marketing, the General Data Protection Regulation (GDPR) and the EU-U.S. Privacy Shield – as covered in DMA’s self-regulatory guidelines. Learn what you need to know in order to remain in compliance for these newer technologies and regulatory frameworks.

This course is limited to ANA members only.

Learning Experience

This is a narrated PowerPoint slide presentation format course and is partially interactive. It provides real-world practitioner-led learning. Active course participation is limited and includes assessments, minimal or no knowledge checks, activities, or resources/tools.

Who is this Course For?

Junior, middle, and senior marketer levels – all those interested in data and ethics, and the future of data.

Course Outline

Lesson 1: The Importance of Data Governance

    • Overview: why is data governance important?
    • Artificial intelligence (AI) and marketing
    • Application to connected devices & internet of things (IoT)

Lesson 2: European Union (EU) General Data Protection Regulation (GDPR)

    • Core concepts
    • The 7 Data Protection Principles
    • Rights of data subjects
    • Transparency rights (GDPR-complaint privacy policies)
    • Data Protection Impact Assessments (DPIAs)
    • Data protection officers (DPO)
    • GDPR security requirements
    • Data breach notification
    • Penalties/fines for non-compliance

Lesson 3: GDPR & EU-U.S. Privacy Shield

    • Cross-border data transfer mechanisms
    • Privacy Shield – what is required for membership?
    • Privacy Shield self-certification checklist
    • Marketing and Self-Regulation Resources

Estimated Length of Completion

Approximately 75 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Individual $149 Nonmember N/A



Senny Boone

General Counsel, SVP, Compliance & Ethics, DMA division of ANA

As the internal General Counsel for the DMA division of the ANA, Ms. Boone leads the organization’s efforts in ethics, compliance and best practices for the data-driven marketing community. She has over 25 years of communications law experience spanning the range of marketing and fundraising issues. She manages Board-level Committees on DMA’s ethical guidelines, the policing of members’ compliance with the guidelines, and reviews best practices with marketing practitioners. She leads educational efforts on topics of interest on corporate & social responsibility, and works with DMA members on marketing and fundraising compliance. Since 2002, Boone leads the DMA’s Nonprofit Federation (DMANF) of nearly 400 nonprofit organizations and fundraisers before Congress, state and federal regulatory bodies to protect charitable speech. Since 2012 she helps oversee the DMA’s Email Experience Council, an organization of responsible email marketing practitioners. Prior to DMA Boone worked on behalf of newspaper publishers on media policy and communications law issues at the National Newspaper Association.

Boone has a Juris Doctor from Catholic University in Washington, D.C. and a B.A. in Journalism cum laude from Temple University in Philadelphia, Pennsylvania. She is an adjunct professor on marketing ethics at Georgetown University’s School of Continuing Studies. She is a member of the District of Columbia Bar & New Jersey Bar.

Mrs. Boone was honored as a “Top Woman in Fundraising” by Fundraising Success Magazine in 2006. She resides in Southern Maryland with her husband and daughter. Boone is a classically trained ballet dancer.


Emmett O'Keefe

SVP of Advocacy, Co-Executive, DDMI, DMA division of ANA

Emmett O’Keefe is the Senior Vice President of Advocacy in the DMA division of the ANA. In this role, he heads the Washington, D.C. office and leads DMA’s advocacy efforts at both the state and federal levels. Emmett has more than twenty years of experience working on policy matters, building relationships, and developing advocacy strategies to successfully advance legislative and regulatory priorities.

Before joining DMA, Emmett has held a range of leadership positions in industry – including Amazon and Cablevision Systems Corporation – and in the U.S. Congress.

He joins DMA from Cablevision where he led federal lobbying efforts as Vice President, Federal Affairs. Before Cablevision, he served for nearly eight years as a Director of Federal Public Policy at Amazon where he was responsible for developing policy positions and representing the company before policy-makers. Prior to Amazon, he spent more than a decade on Capitol Hill as a senior legislative aide to members of the House and Senate Commerce Committees; serving as a Senior Leadership Advisor to Senator Byron Dorgan and as Legislative Director to Representative Ron Klink.

Emmett holds a Bachelor of Arts degree in English and Political Science from Marquette University and a Juris Doctorate from the Howard University School of Law. He resides in Kensington, Maryland with his wife and their two children.



Kelly DeMarchis Bastide

Partner, Venable LLP

Kelly DeMarchis Bastide is a partner in Venable‘s E-commerce, Privacy, and Cybersecurity Group, where she advises and represents clients on issues related to privacy and e-commerce. Ms. Bastide concentrates on U.S. and global personal data privacy and security. She provides advice to companies responding to data breaches and has extensive experience assisting clients in maintaining compliance with a number of U.S. privacy and security laws and regulations, including state breach notification laws, the Children's Online Privacy Protection Act (COPPA), the Fair Credit Reporting Act (FCRA), the Health Insurance Portability and Accountability Act (HIPAA), the Financial Privacy Provisions of the Gramm-Leach Bliley Act (GLBA), and other related federal and state laws. She has also worked with clients on questions related to global data protection and advises clients on compliance with the EU-U.S. and Swiss-U.S. Privacy Shield Frameworks and the EU General Data Protection Regulation (GDPR).

Ms. Bastide also concentrates her practice on e-commerce for both online and brick-and-mortar clients, and has provided advice to clients on many related statutes, such as the Computer Fraud and Abuse Act, the Digital Millennium Copyright Act, the Electronic Communications Privacy Act, CAN-SPAM, E-SIGN, the Communications Decency Act, and the Stored Communications Act.

Ms. Bastide has extensive experience with the laws governing remote gaming and gambling and has represented both gaming operators and online payment processors. Ms. Bastide also has extensive experience with investigations and enforcement actions into these matters by the Federal Trade Commission, other federal agencies, and state attorneys general.