Data & Ethics: Data Standards Fundamentals

In October of 2017, the DMA released an update to its longstanding self-regulatory rules governing ethical marketing practices. The updated standards can be viewed here. In this course, the DMA division of ANA’s Advocacy and Accountability leaders will walk you through the critical changes to DMA’s self-regulatory guidelines and what you need to know before they go into effect in the summer of 2018.

This latest release, referred to as DMA’s Data Standards Fundamentals 2.0 initiative, brought dozens of companies together to collectively review and update the standards that guide the marketing industry in the responsible use of data.

Instructors will review these critical updates as well as answer questions on compliance and implementation of the standards.

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 standards fundamentals.

Course Outline

Lesson 1: Background

    • The Data & Marketing Association
    • The data landscape

Lesson 2: The Regulatory Environment and Importance of Self-Regulation

    • Current Framework: Sector-Specific Laws and Self-Regulation
    • The Regulatory Landscape
    • Self-regulation
    • DMA’s Guidelines for Ethical Business Practice

Lesson 3: DMA’s Guidelines for Ethical Business Practice & Data Standards 2.0 – the Updates

    • Data Standards 2.0 background
    • Updating the guidelines: A new structure
    • Updating the guidelines: Central tenants
    • Updating the guidelines: New Provisions
    • Resources and Next Steps

Estimated Length of Completion:

Approximately 20 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.