Photo by John Schnobrich on Unsplash

Digital marketing tools, tips, sites and resources for everyday business use

Here are digital marketing tools, tips, sites and resources for everyday business use. Resources to help you with your digital marketing. Tools and ideas to help you post, find content, measure, and research digital; work effectively online, and deliver your marketing and social media. Below are simple, short descriptions with links to tools, sites, resources and guides. Digital, AI, Robots, Marketing and Social Media Resources which we use ourselves in marketing, plus sites and resources used by entrepreneurs, agencies and online practitioners. New tools and sites, updates are added regularly, and we welcome ideas and comments.  This page is about any technology that connects people and machines with each other.

Internet Websites and Activity

  • Internet live sites, it’s what it says, a real-time record of what is happening! – livestats
  • The top 500 sites on the web – guess who’s top? @Alexa- view

Digital News, Papers and Research

  • Digital Strategy Consulting – Daily digital marketing research and news – view
  • Digital News Report – Reuters Institute for the Study of Journalism – view
  • Digital Technology – The Independent latest news, breaking stories and comment – view
  • Marketing Tech News – Advertising, commerce, content, customer experience, data-driven, cloud, mobile, personalised, search and social – view
  • The Drum – Marketing, advertising and design news –view
  • Digital Trends: technology news and unbiased expert product reviews of HDTVs, laptops, smartphones and more – view
  • Digital Media The Guardian – view

Automation AI Tools

AI tools are for statistical methods, computational intelligence, and traditional symbolic AI. Many tools are used in AI, including versions of search and mathematical optimization, artificial neural networks, and methods based on statistics, probability and economics.

  • 7 AI tools mobile developers need to know | Packt Hub – view
  • 7 AI Tools That Will Make Your Life Easier – Business 2 Community – view
  • Best AI and machine learning tools for developers – view
  • Microsoft AI platform: Powerful tools and services – view


  • 50 Must-Have AI Software Tools For Marketers – NGDATA – view
  • 42+ Artificial Intelligence Tools for Marketers – view
  • 54 Artificial Intelligence Powered Marketing Tools – view


The Digital Garage is Google’s one-stop shop for mastering digital marketing. If you have what it takes to complete each of the 23 topics and unlock every badge, you can earn the esteemed Digital Garage Certificate of Online Proficiency.

  • Build your web presence view
  • Be noticed with search ads view
  • Get noticed with social media view
  • Build your online shop view
  • Get discovered with search view
  • Get started with analytics view
  • Discover the possibilities of mobile view


  • The Ultimate Guide to Creating a Professional LinkedIn Profile here
  • By name, company or region Title Directory: here
  • How to set up a company page video
  • Insert video into your LinkedIn profile here
  • How to add video to LinkedIn posts here
  • How to add administrators to LinkedIn here
  • Sending a LinkedIn Invitation – how to connect with someone here

Digital & Social Media Tools

  • Google Adwords Tutorial video 2018 with links to various other videos – view
  • Google Display Advertising video – here
  • Google Analytics Tutorial for Beginners – here
  • Smart Insights 20 Toolkits guides and templates, not free but very good from Dave Chaffey – view
  • Free Digital Marketing Toolkit BLOG, POSTS, REPORTS, TOOLS & TRENDS from Target Internet @DanielRowles CIM here
  • Stephen Waddington’s PR Toolbox
  • Stickyeyes Content Guide and Toolkit
  • The Barcelona Principles – Barcelona Declaration of Measurement Principles here
  • Traackr – demo video
  • Buzzsumo and video tutorial on how tool lets you see popular content from sites.
  • ninjaoutreach Find Influencers. Automate Outreach.
  • Topsy shows topics since 2006 and influencers – video and shows followers
  • Followerwonk shows you Twitter bio and key profile info
  • Echosec lets you search specific geography for social media like Google Earth – video
  • YouGov Profiler insert a name or brand, it pulls all data to show profile
  • ONS Office of National Statistics

Writing for Websites and WordPress

Blog Writing

  • LinkedIn Pulse 20 Tips – here
  • Social Media Examiner 26 Tips – here
  • Seth Godin top blogger tips, how he finds time and how to blog – here
  • Best blogging sites – here

Website and Online Writing

  • F-Shaped Pattern For Reading Web Content – Jakob Nielsen Norman Group – view
  • Wordsmith and copywriting – for bids and tenders – the best in the business in our view! John Drewry – view
  • The Definitive Guide To Higher Rankings For WordPress Sites – here
  • 10 usability heuristics – and what they mean for copywriters – here
  • Jakob Nielson – Writing for the Web – here
  • Video – 10 Usability Heuristics from Jakob Nielson – here
  • W3C compliance – why this is important and what to do – here 
  • Hemingwayapp – makes your writing bold and clear – here

Internet Marketing Podcasts and Webinars

  • Internet Marketing: Insider Tips and Advice for Online Marketing
    By SiteVisibility – the UK’s most popular internet marketing podcast downloaded by over half a million people – view here
  • CIM Practical Insights Webinars here
  • The Eight Best Marketing Podcasts – view

Main Social Media Platforms

  • How to Use Social Media for Your Small Business – view
  • How to use Hootsuite –video


  • How to set up an account video guide – here
  • About Snapchat for business and how to use it video – here


  • Facebook business pages, optimising for best results – here
  • How to advertise on Facebook – Hootsuite guide
  • Add a logo to your Facebook page – in 5 steps
  • 20 Tips for Building a Professional Facebook Profile – here
  • How to delete a Facebook Page – here


  • The Big List of Twitter Tools: 93 Free Twitter Tools and Apps to Fit Any Need – here
  • Crowdfire – follow/unfollow – here
  • Tweepi: Tidy up who you follow – here
  • Twitter advanced search – here
  • Twitter analytics and much more – here
  • 27 Twitter Tools To Help You Find And Manage Followers
  • audiense best follow and unfollow and targeting tool – here
  • Tracks the frequency that a hashtag is used on Twitter, provides details about thehashtag – here
  • Twitter – Getting Started Guide Help Center Page
  • Twitter Chat video – view
  • 5 Ways To Find The Right People To Follow On Twitter read here
  • Twitter direct messages – view


  • How to set up a YouTube Channel – here
  • How to Download a Video from Facebook – here

Websites and Analytics

  • SEO Tools: The Complete List (2019 Update) – here
  • 29 Best Free SEO Tools (Tried & Tested) – view
  • 25 Simple and Free SEO Tools to Instantly Improve Your Marketing [Updated for 2019] – view


  • The Ultimate Guide to Google Analytics Resources for 2018 – here
  • Google Analytics, their own training videos and help – here
  • How to Use Google Analytics for Social Media: A Beginner’s Guide – view


Content Sources

Strategy blogs, twitter sites and good places to visit for thought leadership content

Content Marketing Institute – developing a strategy

Updates – More Digital Tools Sites

Please contact us if you have ideas for any digital marketing tools, tips, sites and resources for everyday business use. Tools and ideas to help you post, find content, measure, and research digital. New tools and sites, with updates are added regularly by us, and we welcome suggestions from anyone for us to add other tools and links.

Peter Eales BA Hons Chartered Marketer FCIM FIDM
Founder Director Dorset Business Angels
MD o i solutions limited

Cocreation definition

Leading marketing speakers since 2007 showcased annually by BU and CIM at the Mike Warne Event

The Mike Warne event 2019: The power of co-creation

Nearly 200 students and business people enjoyed the CIM Bournemouth University 13th Mike Warne Event on cocreation this year. Including Mike Hawkward one of the speakers, setting a competition for the the most accurate paper plane folded in 1 minute and thrown at him from the audience. Which I won…even if I was the nearest! It was a fantastic event again, this year, presented by Will Roberts Innovation Manager RNLI, Charlotte Leaver, Brand Manager VK Official drinks and Mike Hawkward Amuzo Games.  As Chartlotte’s definition above states: “Cocreation allows the consumer to meaningfully alter of influence a brand in a way that deepens their emotional investment hist delivering results which are mutually beneficial to the brand and the consumer.”

2019 student team sue and students
Chris Daly

Images from the 13th Mike Warne Event – 2019

Each year final year BA (HONS) Marketing Communications students at Bournemouth University, (BU) deliver the Mike Warne Event. It’s a showcase for leading marketing speakers organised by BU final year marketing speakers.  The students are mentored and supported by the Chartered Institute of Marketing, the CIM. This is the story of how leading marketing speakers since 2007 are showcased annually by BU and CIM at the Mike Warne Event.

Mike Warne 2019

SPEAKERS 2019 – The power of co-creation

Will Roberts Innovation Managers RNLI

Will Roberts Innovation Managers RNLI

Charlotte Leaver Brank Manager VK Official

Charlotte Leaver Brank Manager VK Official

Mike Hawkyard Amuzo Games

Mike Hawkyard Amuzo Games

“It’s about an even greater involvement with customers in creating products and services.”

This year as in previous years, students source a range of leading marketing speakers. Since the event launch in 2007, the lecture addresses topical marketing issues, and honours the memory of CIM Regional Director, Mike Warne,(in the photo just below),who was a strong advocate of building relationships between aspiring marketing students and the CIM.

Mike Warne

The event now attracts 200 attendees annually. After over a decade of success, the Mike Warne Event for BU and the CIM is a showcase of leading marketing speakers every year since it started in 2007. Here is the exciting story for you, with some of the top brands featured.

The Mike Warne event last year: 2018 – the future of influencer marketing

Mike Warne Speakers 2018

Final year BA (Hons) Marketing Communications student volunteers from Bournemouth University (BU) in association with the Chartered Institute of Marketing (CIM) put together an event highlighting the importance of influencers in marketing, held in the Fusion Building on BU’s Talbot Campus.

Among the speakers was Jamie Spafford, co-founder of YouTube cooking channel, SORTEDfood. Jamie’s unique business has seen him travel across the world with friends and co-founders Ben Ebbrell, Mike Huttlestone, and Barry Taylor, in search of original and unusual cuisine. The channel, which started in 2010, has seen its audience grow to nearly 2 million subscribers. Read more on the event.

About Mike Warne

Mike was a great friend of us in the Dorset Branch and supported the idea I came up with, that Colin Merrett, at BU then supported, several years ago for this annual lecture. The idea being to set the challenge for final year marketing students to stage a compelling marketing communications event with top rate speakers, then promote it within the university and to the business community.

Mike was the original “Madman” or “Adman” really, working in an advertising agency in the early ’60s. He was in sales and marketing all his life. He ran his own business before joining the CIM as Chair of the SE and SW where I had the pleasure to work alongside him in both regions. He died prematurely because of an accident on holiday. But having helped set up these events we renamed them in his memory. Sue Warne his wife, herself having worked in the creative industries is a fan of the events and joins us along with the family each year.

How The Event Works – The History

Virtual Reality

Dean Johnson – “Mr VR” from our 2017 event

Every year a group of volunteers from the final year marketing students choose a topic and speakers to do with marketing communications. Presenters have always been of the highest calibre including Directors and senior marketing names from the likes of Virgin, Microsoft, Warner Brothers and Merlin Entertainments. Some of the most insightful and innovative words have come from fast growing creative agencies such as Holler or Metail.

The 2017 Mike Warne Event – Immersive Technology The Future of Marketing

Immersive Technology

The game-changing potential of VR – read the Bournemouth Echo article. Dean Johnson, head of innovation at Brandwidth and a pundit on the BBC, said the potential of VR was “incredible” but many of the wider public had little idea about it. Cathy White, founder of CEW Communications, is described as one of the “rising stars” of the tech industry. She said Google was “making a big push to get something like a billion people using VR within the next couple of years”. Mike Mallia, innovation and lab manager at LV= told how the Dorset-based insurer was piloting several uses for the technology.

Mike Warne Event 2016 – 10th Anniversary on Sponsorship

Speakers 2016

Pics of Sainsburys and Barclays, Gaele Lalahy, Head of Brand and Communications Panasonic, Nathan Homer Barclays.

Peter Ward, Sponsorship Manager at Sainsbury’s spoke. He managed the company’s Active Kids scheme,  and coordinated all the fundraising carried out as part of Sainsbury’s corporate partnership with Comic Relief and managed the relationship with the British Paralympic Association. more
Twitter feed 2016

Mike Warne Lecture 2015 – All about the brand

Mike Warne All About The Brand

The 9th Annual Mike Warne Lecture was ‘all about the brand’ with speakers from Organix and Urban Guild sharing their insight on the importance of branding and how it helped their company to be a success. more
2015 Twitter Event Feed

Mike Warne Lecture 2014 – The Future of Marketing

The Future of Marketing

Courtesy of The Daily Echo

Speakers in 2014 included Warner Bros Executive Vice President of European Film Marketing, Con Gornell, who headed up planning and implementation of marketing campaigns for all film releases. Mr Gornell believed marketers can learn important lessons from the film industry. He explained: “The media has historically always been in a state of change – in our business it’s about identifying and continuing practices that make you a successful marketer that’s important.”

Bournemouth University alumni Sarah Bulling, Product Communications Manager at Bournemouth based LV=, was responsible for marketing campaigns across a wide range of channels including TV, press and direct mail.

Ms Bulling described how the impact of the recession has resulted in LV= adapting its marketing strategy over previous five years and how it was now positioned to seize new marketing opportunities to strengthen its position as one of the UKs top car insurers.

Jonathan Fraser, Global Head of Strategy and Ideas at Holler. more

Mike Warne Lecture – 2013  Marketing Innovations


2013’s topic was ‘innovation’ and speakers from the three very different companies took the stand discussing what innovation meant to them and their business.  Microsoft – Commercial Director, Lush – creative Team and founder of Metail. more

Mike Warne Lecture -2012 – successful sponsorship: leading the way in 2012

Jackie Frost

2012’s speakers were Jackie Fast, managing director of Slingshot Sponsorship, and Jeff Dodds, executive marketing director of brand and marketing communications at Virgin Media – more

Mike Warne Lecture -2011 – Microsoft Digital Strategy Head, Holler and Connect Advertising

The Mike Warne Annual Marketing Communications lecture, held on Wednesday 2nd March 2011. The event included guest speakers Allister Frost, Head of Digital Marketing Strategy at Microsoft, Paulo Nieddu, Senior Planner at Holler Digital and Iryna Kepych, Digital Strategist at Connect Advertising and Marketing.  more

2011 Mike Warne CIM and Students
Chartered Institute of Marketing (CIM) praises Bournemouth University Marketing Students. See CIM Site

Allister Frost FCIM

Allister Frost FCIM
Subsequent to the event Allister has gone from strength to strength. Allister is a Fellow of the CIM. As Microsoft’s former Head of Digital Marketing Strategy, Allister has also managed marketing teams for brands including Kleenex, Huggies and Andrex. He is a Double Winner of the Lester Wunderman Award for Outstanding Creative Work and was awarded a Cannes Direct Lion for direct marketing campaigns at Microsoft. More on Allister

CIM and BU Marketing Communications Lecture -2010

T Mobile

T-Mobile continued the tradition of high profile brand speaker presentations.

Annual CIM Marketing Communications Lecture -2009

Mike Warne Presenters 2009

– Ryan DeCruz the Brand Content Manager for MediaCom

– Rob Healey the Head of European Marketing for Panasonic System Solutions

– Andy Le Duc the Brand Manager for Thorpe Park. more

Former graduates from Bournemouth University, Ryan D’Cruz, brand content manager for Mediacom and Andy Le Duc, brand manager for Thorpe Park, thrilled the audience will video clips and shared their experiences of marketing with the audience. It was important for the students to get successful graduates to present.  Equally Ryan and Andy found it a rewarding experience to present to former tutors.

Rob Healey, European head of marketing at Panasonic System Solutions gave an insightful presentation into the challenges facing the giant corporation in 2009.  He was able to produce very clear evidence of market challenges and show how focused Panasonic is with its marketing strategies.

The audience left instructed in the art of branded content from Mediacom: very creative use of entertainment and brand in a clear marketing strategy.  Impatient for the opening of the new SAW ride at Thorpe Park!  And confident that despite the current climate, with marketing organisations like Panasonic driving business, there will be opportunities for students.


Annual CIM Marketing Communications Lecture -2008


AQA – Any Question Answered

In 2003, Paul Cockerton our speaker, co-founder and Marketing Director presented on his novel AQA e idea – what if you could answer any question by text message? Four years, 1.2 million customers, and 10 million questions later, Paul shared some of his learnings (and mistakes) in taking an idea to market, developing and managing effective advertising, and providing enchantment for customers – in less than 160 characters.

Annual CIM Marketing Communications Lecture – 2007 INAUGURAL LECTURE
February 2007 first event Virgin Atlantic

Virgin Atlantic

Paul Charles, Director of Communications Virgin Atlantic thrilled the audience with his presentation. Paul now runs the highly respected PC Agency
Experts in travel and tourism PR, and have provided  services in brand marketing and public relations over the years to numerous well-known brands.


After a decade of success this a true success story of how leading marketing speakers since 2007 are showcased annually by BU and CIM at the Mike Warne Event driven by the passion of students and marketers. It’s been an exciting story with some of the top brands featured, and we are sure will continue to be featured.


Please note: this article is produced by Peter Eales, not the CIM. However Peter is an active supporter and volunteer working with the CIM as a Fellow and Chartered Marketer in Dorset area.

Peter Eales BA Hons Chartered Marketer FCIM FIDM
Founder Director Dorset Business Angels
MD o i solutions limited

Peter Eales presents at Dorset Business Angels

What investors want to hear

What investors want to hear is simply explained on an excellent 10 minute video, on Dorset Business Angels Entrepreneurs website page. On the same page there are some helpful resources for businesses seeking funding and preparing their business cases. I watched this video again recently. I thoroughly recommend it for anybody who wants help or advice on how to pitch to investors. Having watched many videos, and read a lot of blogs and articles, this video guide stands out, as succinct, clear and certainly covers what Dorset Business Angels investors want to hear. Below, I have written a summary of this Formal Pitch video which features Tom O’Flaherty entrepreneur and investor, listing topics investors want to hear from entrepreneurs for the perfect investor pitch, and importantly the sequence you should present. I have kept this article in a list format to make it as clear and helpful as possible, for presenters working in real-time. I base this on personal experience having pitched successfully, and seen hundreds of pitches, and invested too.

The Assumptions

For an angel network, the typical investment sought will be £10s to £100s of thousands. Note, the video speaks of dollars, but it is the same in the UK, ie pounds, where we typically look at £100k to probably £1-£2m. Above that you are moving into Venture Capital and debt funding.

Typical Topics

The typical topics a presentation pitch should cover will be as follows.

  • Market
  • Size of market
  • Management advisors
  • Your solution
  • How you will make money – model, customers
  • Getting to market
  • Financial projections
  • Liquidity – ROI ie the Return on investment, how much, what multiple and when, for example in 2, 5 or 10 years? And what is the exit i.e. A business exit strategy is an entrepreneur’s strategic plan to sell his or her ownership in a company to investors or another company.

The “Secret Sauce” – how to do it better

  • Cover the market first i.e. convince people there is a need. There is a danger, inventors and entrepreneurs come up with a prized idea. It excites them. But does it really solve a problem? Will people pay for it?
  • Convince people you are not a solo act. What happens if you are sick? What happens, when the company grows? What happens if one of the team runs off with your ideas, or takes customers away? Have answers for this. You need a team, an infrastructure.
  • Market: who is the target? Customer Persona – more here on this
  • Be convincing there is a customer problem. Is it a big problem or just a nuisance how big?
  • What is the customer doing now?
  • Is yours the only solution now?
  • How big is the market? How do you know? How do you determine this? What is behind the number? In the old days you’d go to a library to look up the numbers. Now define how you have sized the market; how many prospects, don’t assume there is anything magical in the process – be clear, investor can do numbers too!
  • Investors invest in people. So who else is in your team, and what are their credentials?
  • Product: what, how it relates to competition? Avoid technical detail unless asked.
  • Liquidity or ROI – how the investor gets it back ideally in a reasonable time? You may not know exactly but as much as you know.

Do your presentation in the right order – you’ll have the best opportunity!

Good Luck – Contact Dorset Business Angels if you have a deal for our Investors

Dorset Business Angels investors are always interested in good deals. Contact us, send us your deck, plan and 1 page summary. Call me if you need any help or have a question. I hope it has helped to produce a summary of the Formal Pitch video featuring Tom O’Flaherty entrepreneur and investor, listing topics investors want to hear from entrepreneurs for the perfect investor pitch, and importantly the sequence you should present. I have kept this article in a list format to make it as clear and helpful as possible, for presenters working in real-time.

Peter Eales BA Hons Chartered Marketer FCIM FIDM
Founder Director Dorset Business Angels
MD o i solutions limited

DBA Plans

Your Pitching Checklist for Presenting to Angel Investors

Here is your pitching checklist for presenting to Angel Investors. There are 8 key items that should be included in any pitch. At Dorset Business Angels we list these on our website Entrepreneur Resources page for all companies who approach us interested in presenting to us. Here is the list:

  1. Explain what your product or service is and what problem or opportunity it addresses
    and / or solves?
  2. Itemise any IP associated with the product/service and confirm that the Company is the owner?
  3. Who is your target customer?
  4. Who are your competitors and what is it that makes your product, or service, unique, or different to theirs?
  5. What stage is your business at, are you pre-revenue, already trading, or if not, when will you be so?
  6. How many of the current Shareholders / Directors have actually invested their own money into the business and how much is that and what shareholding do they own?
  7. What is your “Pre – money” valuation of the business and how did you arrive at this figure?
  8. Explain exactly what the offer is to the potential Angel Investor, what % of the business do they get for their cash and also, what is the proposed Exit value and therefore the multiple of their investment that they could achieve?

And how does this fit into your overall fundraising process with business angels? Well this is how….

The Fund Raising Process

Prepare and submit a business proposition – send us 3 items

You can send your propositions to us. You can speak to me Peter Eales on 01202 706 975 or email us . What should you send?

  1. Ideally a One Page Summary – see below our Entrepreneur Resources website page for a template.
  2. Your Business Plan – again see the Entrepreneur Resources website page – which normally includes financials ie cashflows, P&L and Balance Sheet.
  3. And include item 3 which is as per above the key points covered in the Pitching Checklist.

These are essential points that investors want to know about any investment they may consider. Your accountant, lawyer, Finance Director or other professional advisers may help you to produce this information. If you have a PowerPoint Presentation or a similar presentation, then so much the better.

All this will enable our screening team to understand immediately if there is or is not potential. Peter Eales one of our founder directors and General Manager forwards this information to Frank Guinn our Vice Chairman to review. Frank will contact you to say if we would like to short-list your pitch for one of our Investor Dinner Events, or if we have more questions.

Present at one of our pitch events

You can then present if selected at our Investors’ Dinner. Prepare a compelling summary to give us, in 10 to 15 minutes, a description of the investment opportunity. You may find this Pitching Checklist useful to help structure your presentation.

Follow-up and due diligence

If one or more investors are interested, you will be asked to provide detailed business plans, including financials and marketing plans.


Investors are very focused. They are often people who have a short attention span. So be clear when you present your case. The 8 key items that should be included in any Pitch by a Company to potential Angel Investors are an essential component of your business plan and your pitch.

Peter Eales BA Hons Chartered Marketer FCIM FIDM
Founder Director Dorset Business Angels
MD o i solutions limited

Startup and growth companies two excellent funding starting points

These are two great website resources, UKBAA member directory and Growth Hubs offering startup and growth companies two excellent funding starting points.


UK Business Angels Association, Member directory.

Filter By:
Choose the elements to filter the search by, or leave a section blank to search all criteria within the section.


Investor type includes:

  • angel
  • venture capital
  • crowdfunders
  • incubators & accelerators
  • grants
  • private equity

Regions of the UK

Investment range – £150k, then up to £10m in bands

Sector Focus

This is also good if you are a potential investor.

Either way, entrepreneur or investor, the UKBAA team will put you in contact with one of their vetted, registered UKBAA members that matches your requirements from across the UK.


The UK Business Angels Association (UKBAA) is the national trade association for angel and early-stage investment, representing over 160 member organisations and around 18,000 investors. Business angels in the UK collectively invest an estimated £1.5 billion per annum and are therefore the UK’s largest source of investment for startups and early-stage businesses seeking to grow

Growth Hubs – Our Second Great Website Recommendation for Funding

Growth hubs are local public/private sector partnerships led by the Local Enterprise Partnerships (LEPs). They join up national and local business support so it is easy for businesses to find the help they need. There is a network of 38 hubs. You can find the growth hub nearest to you by hovering over the map, and click on the map or click on the relevant LEP area in the list on the right to take you to the relevant growth hub website. Both the website and the Business Support Helpline also offer advice about starting up a business and can direct business to more support. Businesses can call 0300 456 3565 to speak to a business support advisor (9.00am – 6.00pm Monday to Friday).

These are two great website resources, UKBAA member directory and Growth Hubs offering startup and growth companies two excellent funding starting points.

Peter Eales BA Hons Chartered Marketer FCIM FIDM
Founder Director Dorset Business Angels
MD o i solutions limited

GDPR and ePrivacy Directive Essentials


The General Data Protection Regulation (GDPR) what to do now. And what the ePrivacy Directive means to you.

We work closely with Mark Gracey GDPR expert local to Bournemouth and Dorset from FLAVOURFY DIGITAL

GDPR affects everyone. All individuals, all businesses in every sector. This includes B2B. Some in B2B mistakenly believe they are exempt. This is the B2B position:

Because of the Privacy and Electronic Communications Regulations (PECR), B2B marketing does not require GDPR compliant consent, but does require the facility for the data subject to opt-out. However, the personal data itself of the individuals within those businesses is subject to all the other GDPR principles in terms of processing (such as it being lawful, transparent, secure, etc.). The only exception to these rules are sole traders who should not be considered (for data protection purposes) as businesses but private individuals.

Practical GDPR – see our easy guide below


The General Data Protection Regulation (GDPR) is a legal framework that sets guidelines for the collection and processing of personal information of individuals within the European Union (EU).

The GDPR General Data Protection Regulation becomes law on May 25th 2018. GPDR deals with the personal data of any living individual. An individual in a business is classified as personal data. Generic business data is not personal data. A sole trader is personal data.

GDPR affects everyone. All individuals, all businesses in every sector and every organisation, so if you have not acted already you need to now. Here is what GDPR is about and what to do.

GDPR Fines

€20 million or 4% of global annual turnover for the preceding financial year, whichever is the greater for the most egregious of contraventions.

What do you need to do?

  1. Appoint someone for data compliance
  2. Carry out an audit of data, systems and policies
  3. Document your approach to data protection and processing
  4. Put in place GDPR policies in your organisation
  5. Provide internal guidance and contact points for your business
  6. Train your staff
  7. Maintain compliance
  8. Keep up to date

Based on guidance from Mark Gracey from FLAVOURFY DIGITAL.

Many good practices carry forward from the Data Protection Act 1998 (DP).

As a Chartered Marketer Peter Eales supports the CIM’s Data Right Campaign and we are organising events with compliance and legal expert on GDPR Mark Gracey from FLAVOURFY DIGIGAL. We do not give specific legal advice but as a Fellow of the CIM and IDM can provide detailed information here on GDPR.  We work in the across sectors, finance, charity, B2C and B2B.

Prepare, Know GDPR.
SO, First: What’s New? – The Changes

You need to get team, and especially senior management buy-in.

Data – Key Roles and Responsibilities

Data subject means an individual who is the subject of personal data.
Data controller means … a person who (either alone or jointly or in common with other persons) determines the purposes for which and the manner in which any personal data are, or are to be, processed.
Data processor – carries out specific tasks on behalf of the data controller. You are required to maintain records of personal data and processing activities. You will have significantly more legal liability if you are responsible for a breach. NB the hundreds of staff “processing data” for instance in a bank, are not the data processors. Whilst outsource partners and icloud suppliers are data processors.

The Scope

The scope of GDPR is wider than previous legislation, in particular the Data Protection Directive 1995 and The 1998 Data Protection Act. Giving more rights to living individuals over their data and data processors regarding that data.


The Data Protection Directive 1995 and The 1998 Data Protection Act did not refer to the words  “children” and “age” at all. Not once. For GDPR, consent is now 16 years of age. GDPR does not define what a child is. Here is a helpful article on the topic by the LSE.


About your consent:

  • It must be clear
  • Demonstrate affirmative action
  • Granular consent ie consent for specific services
  • A tick box for every specific action
  • Be clear how to withdraw consent
  • Written consent must be archived
  • Aural consent is ok, but needs recording: specify exact time and details


The GDPR creates some new rights for individuals and strengthens some of the rights that currently exist under the DPA.

The GDPR provides the following rights for individuals: The right to be informed

  1. The right of access
  2. The right to rectification
  3. The right to erasure
  4. The right to restrict processing
  5. The right to data portability
  6. The right to object
  7. Rights in relation to automated decision making and profiling.


Organisation Responsibility

The GDPR will introduce a duty on all organisations to report certain types of data breach to the relevant supervisory authority, and in some cases to the individuals affected.

Processor Responsibility

Processors should report breaches to Data Controllers. A personal data breach means a breach of security leading to the destruction, loss, alteration, unauthorised disclosure of, or access to, personal data. This means that a breach is more than just losing personal data.


ICO explain this as:

The new accountability principle in Article 5(2) requires you to demonstrate that you comply with the principles and states explicitly that this is your responsibility.

How can I demonstrate that I comply?

You must:

Implement appropriate technical and organisational measures that ensure and demonstrate that you comply. This may include internal data protection policies such as staff training, internal audits of processing activities, and reviews of internal HR policies.

Maintain relevant documentation on processing activities.
Where appropriate, appoint a data protection officer.
Implement measures that meet the principles of data protection by design and data protection by default.
Measures could include:
Data minimisation;
Allowing individuals to monitor processing; and
Creating and improving security features on an ongoing basis.
Use data protection impact assessments where appropriate.

By Design – What is ‘privacy by design’?

Privacy by design is an approach to projects that promotes privacy and data protection compliance from the start. Unfortunately, these issues are often bolted on as an after-thought or ignored altogether.

Implementing the Process and Templates

For more detail on how to implement the whole GDPR process, there is an excellent guide for charities which is useful for all sectors on GDPR by Tim Turner here.

Getting into the GDPR Detail

Storing an Individual’s Data

In order to keep someone’s data or ask for it, you need to gain “consent” or have “legitimate interest”.

Legitimate Interest

Should you hold an individual person’s data, and what is a reasonable time to hold it?  Do you have a “legitimate interest?” You need to evidence why. What are the benefits for the individual? Note, that GDPR is all about the individual taking control. It’s up to the customer to decide this. If as a charity or business believes a given period of months or time makes sense, then this needs communicating and agreeing with the customer. GDPR refers to this as: “The processing is necessary for the purposes of legitimate interests pursued by the data controller or by the third party or parties to whom the data are disclosed, except where the processing is unwarranted by reason of prejudice to the rights and freedoms or legitimate interests of the data subject”. Whatever it is you want to do – wealth screening, marketing, whatever else – must be necessary. The onus is on you as a business to make a case – not prove, necessarily, but make a compelling case that your data processing is necessary.


Above we list key points on consent. Here is the definition.

Under GDPR the definition of consent has been changed to:

any freely given, specific, informed and unambiguous indication of his or her wishes by which the data subject, either by a statement or by a clear affirmative action, signifies agreement to personal data to them being processed” (Articles 4 & 32).

Duration of GDPR Consent

How long does consent last? The ICO’s consent guidance says “There is no set time limit for consent. How long it lasts will depend on the context. There will be a right to be forgotten, and have all data expunged. And a right to reach through to your suppliers who have the individual’s or individuals’ data. Consent, opt-in needs to be provable e.g. their IP address and recorded.

GDPR Consent for Specific Services

Preference centres will be a big thing i.e. exactly what list options people want to specifically opt-in to. Consent can also be offered via Privacy Policy and Cookie Policy Statements. For a useful video and templates on this visit CommuniGator

Establish Your Purposes

Write your purposes down, for example:

  1. We want to maintain a list of people who have interested in our services and events, so that we can contact them to ask them to do so again.
  2. We want to maintain a list of people who have explicitly told us that they don’t want to contact us again.
  3. We want to use (1) to research the customer and prospects financial background using public sources to work out what kind of approach to make to them.
  4. We want to use (1) to research the customer and prospects financial background, and we want to pay a company to do the research for us.
  5. We want to buy data from a third party to make sure that (2) is up to date.
  6. We want to buy data from a third party to create a list of people who have never subscribed previously with us, so that we can contact them and ask them to opt-in for the first time.
  7. We want to keep their information up to date.

Visit the Information Commissioner’s website here for a summary of what to do now, ready for The GDPR UK which will apply in the UK from 25 May 2018.

Some Practical Steps to Implement GPDR in your Business

With one charity we work with we are doing the following:

  • First ask, should you hold an individual person’s data, and what is a reasonable time to hold it?  Do you have a “legitimate interest?” You need to evidence why. What are the benefits for the individual? Note, that GDPR is all about the individual taking control. It’s up to the customer to decide this. If as a charity or business a given period of months or time makes sense, then this needs communicating and agreeing with the customer.
  • Consent. How are you going to contact the individuals? Write or email to the person. Consent must be clear and distinguishable from other matters and provided in an intelligible and easily accessible form, using clear and plain language. It must be as easy to withdraw consent as it is to give it.​ Adults must be over 16 years of age. Special categories of data – race, health, genetic require explicit consent.
  • Be clear about how their data is stored and used: be transparent, so the customer feels in control. They have a right to be forgotten.
  • Don’t pressure people. Intelligent use of social media can complement the email or letter. But not persistent emails and letters.
  • You need consent, a positive “yes” I want to remain on your database for a reasonable period of time.
  • Mandatory appointment of a Data Protection Officer. Other roles, Data Controller plus Data Processors have responsibilities handling data, though less onerous in companies under 250 people.
  • As with the Data Protection Act and policies, GDPR again requires you to be clear where data comes from and is then stored.  A data life-cycle understanding is important: be clear what data you really need, when and for how long. And a clear awareness among staff of policy and processes to ensure compliance.


An updated data protection toolkit for SMEs from the ICO website, including a new element focussed on getting ready for GDPR. The checklist can help organisations’ assess their progress in preparing for GDPR.

It includes:

Data Protection Assurance

Step 1: Data protection policy, responsibility and training

1.1 Policy – Your business has established an appropriate data protection policy.
1.2 Management responsibility Your business has nominated a data protection lead.
1.3 Training and awareness – Your business provides data protection awareness training for all staff.

Step 2: Registration, privacy notices and subject access

2.1 Registration
2.2 Privacy notices – Your business has made privacy notices readily available to individuals.
2.3 Responding to subject access requests – Your business has established a process to recognise and respond to individuals’ requests to access their personal data.

Step 3: Data quality, accuracy and retention

3.1 Data quality and accuracy – Your business has established processes to ensure personal data is of sufficient quality to make decisions about individuals.
3.2 Retention and disposal – Your business has established a process to routinely dispose of personal data that is no longer required in line with agreed timescales.

Step 4: Security

4.1 Security policy – Your business has established an information security policy supported by appropriate security measures.
4.2 Outsourcing
Your business ensures an adequate level of protection for any personal data processed by others on your behalf or transferred outside the European Economic Area.

Step 5: Privacy impact assessments

Your business has established a process to ensure new projects or initiatives are privacy-proofed at the planning stage.

Background to the GDPR and what the ePrivacy Directive means for your Business

ICO Commissioner

Here is an excellent introduction from the ICO –  Information Commissioner, Elizabeth Denham, who recently,  talked about how GDPR is an issue for the boardroom – view it here. So in order to achieve what she and the ICO suggest, how can you cope with GDPR and ePrivacy digital data regulation? Give customers and prospects great value, be lawful and gain consent for specific purposes. You can be commercial and apply common-sense, for a win-win.

The GDPR and e-privacy directive are linked

The General Data Protection Regulation (GDPR) and ePrivacy regulations need to be considered together because they are linked. The General Data Protection Regulation (GDPR) (Regulation (EU) 2016/679) is a regulation by which the European Parliament, the European Council and the European Commission intend to strengthen and unify data protection for all individuals within the European Union (EU).

The ePrivacy Directive

The ePrivacy Directive and the General Data Protection Regulation provide the legal framework to ensure digital privacy for EU citizens. The European Commission has reviewed the Directive to align it with the new data protection rules.

When you access the web, you often entrust vital personal information, such as your name, address, and credit card number, to your Internet Service Provider and to the website you are using. What happens to this data? Could it fall into the wrong hands? What rights do you have with regards to your personal information?

Common EU rules have been established to ensure that personal data enjoy a high standard of protection everywhere in the EU. Currently, the two main pillars of the data protection legal framework in the EU are the ePrivacy Directive (Directive on Privacy and Electronic communications), and the General Data Protection Regulation, adopted in May 2016.

The ePrivacy Directive builds on the EU telecoms and data protection frameworks to ensure that all communications over public networks maintain respect for fundamental rights, in particular a high level of data protection and of privacy, regardless of the technology used.

On 10 January 2017, the European Commission adopted a proposal for a Regulation on Privacy and Electronic Communications to replace the 2009 Directive.

GDPR Six Principles

You can read them on the Information Commissioner website here.

They are found in Article 5 of the GDPR and say that personal data shall be:

(I summarise key points here, see link for full transcript)

(a) lawfully and transparent manner in relation to individuals

(b) collect for specified, explicit and legitimate

(c) adequate, relevant and limited to what is necessary…to the purposes

(d) accurate and, where necessary, kept up to date

(e) kept … data …no longer than is necessary

(f) appropriate security of the personal data… protection against unauthorised or unlawful processing and against accidental loss, destruction, or damage

Article 5(2) requires that

“the controller shall be responsible for, and be able to demonstrate, compliance with the principles.”

NB “data controller” means a person who (either alone or jointly or in common with other persons) determines the purposes for which and the manner in which any personal data are, or are to be processed


Data collection must be deemed as lawful. To do so it needs to pass one of six tests, you need to ideally prioritise in the following order:

  1. Consent for specific purposes
  2. Contractual necessity
  3. Controller’s legitimate interests
  4. Controller bound by legal obligation
  5. Protect vital interests
  6. Public interest, official duty

Some Issues From ePrivacy and Social Media

One of the reasons GDPR and ePrivacy are interlinked is that online platforms such as social media sites hold email and other personal data. For example, if you think of wi-fi access. You are often asked to tick a box. This box has terms and conditions which in future may be unlawful because ePrivacy says consent must be unbundled. Suppliers of services cannot offer one services bundled with another. In the end it is all about clear consent, as this ICO GDPR Consultation consent guidance articulates.

Key Practical Issues for Businesses

Most businesses are not large. Bigger organisations have legal, compliance and marketing experts. Smaller ones don’t have the resources or time to devote to cope with GDPR and ePrivacy digital data regulation. So what are the key issues to consider? I would suggest:

  • B2B marketing remains opt-out IMPORTANT – however a sole trader and some partnerships require opt-in, many of whom are on lists or are marketed to by “B2B” companies. See the ICO guide, page 34 point 127 here. 
  • B2C marketing remains opt-in
  • There is stricter consent and higher fines
  • Make sure you know where data comes from, and is stored: keep good files and systems.
  • Allocate clear responsibility to data processing
  • Consent from people is well described by CIM Course Director @iCompli Duncan Smith as the “Four Pillars of Consent” here:-
    • control – they can manage it i.e. the subscriber
    • transparent – clearly informed ie for the subscriber
    • notification – express my wishes how and when as a subscriber
    • verifiable – proof of consent for that subscriber

How can you cope with GDPR and ePrivacy digital data regulation? Give customers and prospects great value, be lawful and gain consent for specific purposes. You can be commercial and apply common-sense, for a win-win. There are good chartered marketers to help and compliance experts, call and we can help if you are worried.

Sources and Helpful Sites

Information Commissioner’s Office – you can subscribe to their newsletter site
EU Privacy Directive – here
GDPR – Wikipedia as ever is very good on this here
Mark Gracey GDPR expert local to Bournemouth and Dorset from FLAVOURFY DIGITAL
CIM Course Director Duncan Smith
Our trusted compliance expert is Leon Thompson 

Peter Eales BA Hons Chartered Marketer FCIM FIDM
Founder Director Dorset Business Angels
MD o i solutions limited

Angel Investors

Can I be a Dorset Business Angel Investor?

Yes, you can be a Dorset Business Angel Investor if you are either a High Net Worth or Sophisticated Investor. See more on our Dorset Business Angels (DBA) website about this. Membership payment rate is £30 per calendar year, invoiced/due annually on 1 January each year (irrespective of when in the year you join) with no upfront joining fee. The Dorset Business Angels network operates in and around Dorset, bringing entrepreneurs, investors and business catalysts together to accelerate the growth of start-up businesses.

Membership Benefits from UKBAA

Dorset Business Angels are registered members of the UK Business Angels Association, the national trade association representing angel and early stage investment in the UK. This membership benefits includes:

  • access deal flow, regular exchange between investors and those engaged in the angel finance market
  • access to Government(s), key opinion and decision makers
  • raising awareness and promoting angel investment
  • promoting good practice and establishing industry standards
  • as a resource of information, expertise, market intelligence, key trends for both investors, entrepreneurs and their advisers.

Other DBA member benefits

  • access to four Investor Dinners
  • access to the JustInvesting online platform where our pitch deals are loaded and shared with members, plus opportunities to share in funding rounds from previous pitches. Please see our DBA Investor Guide if you need any help on how to access the platform or email moc.tenretnitbnull@nniugknarf who manages this for our members
  • notification of deal opportunities outside of events that arise via on-line communications
  • news and opportunities from UK Business Angels 30+ networks, VCs and crowdfunding partners plus links to our network of financial partners
  • access to our partner offers for example Bournemouth Symphony Orchestra events we can special access to – we highlight to members as these arise

UK Business Angels Association

Dorset Business Angels are members of UK Business Angels Association UKBAA covering Dorset and the south of England. Jenny Tooth CEO of UKBAA speaks here about the organisation. UKBAA is the national trade association for angel and early-stage investment, representing over 160 member organisations and around 18,000 investors. Business angels in the UK collectively invest an estimated £1.5 billion per anum and are therefore the UK’s largest source of investment for startups and early-stage businesses seeking to grow.

UKBAA’s members include angel networks, syndicates, individual investors, early-stage VCs, equity crowdfunding platforms, accelerators, professional advisers and intermediaries. UKBAA acts as the voice of the angel investment community and strives to build and connect the angel investment ecosystem so as to ensure a coherent landscape for financing high-potential entrepreneurs.

Our Events and Pitches for 2017

We run dinners every 3 months for our Dorset Business Angel Investor members and pitchers. There are four companies who present their business plans for investment at the beginning of the evening from 6.30 p.m. until 8.30 p.m. for investors to consider if they wish to invest. This is followed by a dinner and coffee, where investors discuss the presentation, socialise and share ideas. Our events for 2017 can be seen here. And this year once again we have another Conference following our other two highly successful conferences, more here.

How the investment process works

When you come to one of our Dinner pitch events, you will see that businesses pitch by presenting for about 10 minutes. Pitchers then answer questions, which you as a new member may contribute too if you wish. The presenters leave the room, which gives a chance for investors to discuss their pitch. My colleague Frank Guinn, chairs this discussion. He will ask investors, if there is any interest? This does not mean, we are asking for definite investment from anyone at this time, merely expressions of interest to take it further. People will usually put up their hands to let him know. You may for example be interested and show an interest. We collect the names of interested potential investors and a person to lead this next stage. In some ways this is too early to call the first steps of due diligence, which technically it is. It can include:

  • Reviewing financial, business plans and documents in more detail, if necessary with NDAs
  • Agreeing in the investor team allocation of roles, dependent upon experience, time, level of potential investment and other factors – there may be a lead investor chairing the group
  • Meeting the directors and perhaps a site visit
  • If all is going well, contributing ideas to the team
  • Again if all is going well, the investors will then begin to take a view on the level of investment each person wishes to make versus what is on offer by way of equity and any other involvement with the company
  • The offer of investment can then be made to the directors of the company and hopefully a deal is struck with agreed targets, milestones and a business plan

If you have an questions about becoming a Dorset Business Angel Investor contact us  or Frank Guinn at ku.oc.slengassenisubtesrodnull@nniug.knarf and equally or if you have a business plan you can email us.

Contact me if you would like to know more.

Peter Eales BA Hons Chartered Marketer FCIM FIDM
Founder Director Dorset Business Angels
MD o i solutions limited

John Drewry - wordsmith


By John Drewry – Wordsmith

Most commercial text is invisible to the reader.  That’s because it’s generally written through the writer’s eyes instead of the reader’s.  The reader has a different agenda to the writer.  But as you don’t know what that agenda is, it’s best to assume it includes no interest in your document.  You therefore have a very short time to change that mindset – probably a few seconds.


Don’t try to change things during first draft.  Write as you’ve always written.  Then apply the following rules to make the necessary changes, for a much-improved second draft.


Use Drewry’s Traffic Lights Test.  Take three coloured highlighters, Green, Yellow & Red.  In your first draft, where are the Offers, the Promises?  Highlight them Green.  These are principally what will attract the reader.  Where are they?  If they’re not in the Bold headlines or prominent in some other way, your document is likely to fail.

EXAMPLE: A headline in your first draft says TRAINING, which doesn’t mark Green because it’s purely factual, a chapter heading.  However, in the body text is a sentence “Our training is supplied free-of-charge”.  This marks Green.  Without changing the body text, this is a signal to change the headline to FREE TRAINING, which marks Green.

RULE 3.  Highlight Benefits in Yellow.

EXAMPLE: In the body text is a sentence “Our training has been shown to speed up the chances of promotion”.  It would be a good idea to embolden that sentence, so it stands out when the reader is scanning.

NOTE: A Green headline encourages the reader to scan the body text.  All readers start as scanners – if you don’t get the scanner, you don’t get the eventual reader.  So the Yellow text should be emboldened for the scanner, so it stands out in the body text or as subheads.

NOTE: Having highlighted Yellow (Benefit) text, it’s often simple to turn it into Green (Offer) text.  For example, “Our training has been shown to speed up the chances of promotion” could become “Speed up your chances of promotion”.

RULE 4. Text that is neither Green nor Yellow marks Red, i.e. purely factual text.

EXAMPLE: “Training sessions are on the first Mondays and Tuesdays of each month”.  Factual (Red) text is, of course, important, and indeed may form the majority of your document.  But readers have to get there.  You will best ensure this by drawing them in with prominent Green & Yellow text.


For non-marketing text, i.e. text which wouldn’t contain Offers or Benefits but is just factual, use Drewry’s 10% technique.  Word-count your document, e.g. it’s 1000 words long.  The 10% technique pretends you only have 10% of the word count, i.e. 100 words, not 1000 words.

So you need to find the most important 100 words in the document which still tell a cogent story.  This is sometimes called ‘the elevator version’, i.e. the quick version if you were telling a stranger in a lift.  These crucial 10% words can then be featured prominently in different ways, e.g.

  1. Adding them at the top of the document in Bold type as an introductory (or executive) summary
  2. Breaking them up into headlines and subheads, positioned appropriately throughout the document
  3. Used as flashes or highlight boxes in strategic positions.


Limit sentence length to 20 words, using punctuation and / or eliminating unnecessary words.  For long sentences containing several related features, you can often verticalise them into bullet points.  The 20-word rule will profoundly increase readership of body text.  Readers recognise long sentences when scanning, and will often skip to the shorter ones (or misread, or give up altogether).

John Drewry, August 2016

Drewry’s Wordsmiths
PO Box 530
Beckenham BR3 9JB
Telephone 020 8650 4515
Email: moc.syrwerdnull@shtimsdrow


Problem solving using analytical and creative tools

Problem solving is the essence of work. Here is our approach to problem solving using analytical and creative tools. We do this with MDs, CEOs and business owners as well as marketers who need to create wealth, growth, or stop failure. Stop for a moment and think about how you or your organisation go about solving your problems, your current biggest or smallest ones…It may actually be a little worrying. Is it logical, effective, economical and a happy way of doing business or dealing with the work or challenge? We spend time working with people to understand how problems are getting solved. The reason is to work with them, give them more control by producing outcomes that bridge the gap between where they are now and where they want to be.  We use innovative technology such as VR to help ingrain learning, methods such as SEE, HEAR and FEEL, and digital marketing.

Our Robust Problem Solving Methodology

At o i solutions we use our expertise, techniques and diagnostics to ensure you:

  • Define your problem
  • Generate alternative solutions
  • Agree your options
  • Implement solutions

We add our experience including problem solving, creating team management results, business plans and sales but you stay in control, that is essential.

Engaging, Listening and Empathy

Seeing, Hearing and Feeling engenders empathy and also enables us to very clearly analyse problems. And help clients analyse problems.

What seems obvious to me or you is not necessarily the same for another person. We all experience the world differently and with varying degrees of awareness. Not everyone is a Sherlock Holmes of Columbo. But what if you could learn some of these skills? Why should you want to? Reasons it is helpful, I suggest are:

  1. People notice that you care.
  2. You stay focused in the present or “the now”, not letting your mind wander off.
  3. Using your eyes, you pick up every possible body language signal.
  4. By listening to words, meanings, intonation it helps you to better recall it.
  5. You pick up feelings, your’s and the other person’s to help you engage.

See, Hear, Feel is a great reminder and I actually also use it for my tennis to stay in “the now”, as well as reminding me before meetings to not let my mind wander.

Fierce Conversations and Solving Tough Problems

Steve Barker, expert in leadership development, our partners, alerted me to the value of See, Hear and Feel and another great tool: Fierce Conversations a term Susan Scott coined. This means one conversation at a time  in family or business situations. And the conversation IS the relationship. “Our most valuable currency is relationships” says Susan Scott. Similarly Adam Kahane the best-selling author of Solving Tough Problems cites various helpful questions.

Who is your Target or Customer

In order fo you to solve a problem and make people happy you need to be clear on who you are aiming to target, your persona, (a clear profile), what you can offer as your specific solution, perhaps some evidence like a case study, and build up credibilty over time online and offline.

Solving Problems Makes Money

At the recent Silicon Beach conference, Jody Orsborn Co-founder of Backscratchers one of the UK’s top women entrepreneurs, said how they found success, now that they focus on client problems. Previously they had offered a variety of solutions – this just did not capture market interest.  In a competitive world  you need to offer help.

Virtual Reality VR Immersive Technologies help Learning and Problem Solving

The image above shows how virtual learning is proven to be the most effective form of installing learning: we remember what we experience. To be more exact, immersive technology is software which interacts with the hardware technology to render the virtual environment and process the user input to provide dynamic, real-time response. To achieve this, software often integrates components of artificial intelligence and virtual worlds. We can work, carefully with our trusted expert partners in the field and clients on appropriate technology to help solve problems, and deliver effective learning. For example video using headsets is the most easily understood, but what we do first is listen to our customer and explore what needs to be done…

Solving Problems Using Idea Management Tools

Idea management software tools use the ideas campaign approach to idea management in order to focus your creative thinking on specific business issues. The key is to focus on a specific challenge. Years ago, Suggestion Schemes often failed due to be too general. To ask for “good ideas”, is not specific and therefore will miss the target. Good ideas need to be relevant to your challenges. Here is how idea management software solutions software solutions work reviewed by Capterra. The way it works is simple. Imagine your company or organisation starts to use one of the idea management software tools, this is a typical step by step process you will follow, see our blog here.

For more on problem solving using analytical and creative tools contact us:
Peter Eales BA Hons Chartered Marketer FCIM FIDM
Founder Director Dorset Business Angels
MD o i solutions limited

Peter Eales FCIM Chartered Marketer at BU 2016

Personal Data and Marketing Responsibly

“Justice means minding one’s own business and not meddling with other men’s concerns.” – Plato. Two and a half thousand years ago, the Greek Philosopher who founded the Academy of Athens would not have predicted one approval, a “like” could have such a serious impact on our privacy. The piecing together of individual pieces of data like a jigsaw now builds profiles or personas of people, which whilst invaluable for marketing is in danger of infringing our privacy. This has been most clearly shown by the work of Kosinski, American Psychologist explained on this video. All of us involved in marketing have a responsibility to use personal data wisely, but what does that mean and what are the issues?


The Infamous Target Retail algorithm led to parental concern for example. Target figured out a teenage girl was pregnant before her father did as is explained in this article . The problem began with a company trying to sell maternity products online. Eventually the teenager confessed she was pregnant. This obviously raises issues of how our personal data is used and indeed to some how it appears to be abused.

Lawful, profitable, and ethical use of data.

Could this be bigger than financial services mis-selling and PPI issues? The Problem is how can we operate responsibly between the two opposing forces of PRIVACY AND DATA-DRIVEN MARKETING? Can we use personalisation in data driven marketing responsibly? Digital exposure may negatively affect people’s experience of digital technologies. “We are getting too good!”  Says Duncan Smith CIM and compliance expert at iCompli. People demand we get out of their personal space. Obsessions of marketers with #clickthru #returns #engagement ….Basic digital records of human behaviour which can automatically predict personal attributes. People automatically assume this stuff to be private!

A Footprint on The Internet

Just like Tonto in the old Lone Ranger films who could track a long left footfprint, so can clever web, internet and digital technology track when we have been on a website. And digital tools can piece together a story about who we are and our personalities. We leave a digital footprint. So this means as marketers, and companies, we must gain consent from people when using their data. For example, phone data on fitness tracking triggering for sports equipment, or health products. This data might tell an insurer for example if I am eligible for insurance, I would imagine…but did I really give permission for them to know this? Not knowingly. Marketers see opportunities, but there are human rights to privacy to be balanced.

UK Privacy Legislation

Self-regulation has not worked. Fines have grown over time upto £350k recently at Prodial Ltd for nuisance telephone calls. A company director can now personally be fined and levels of fines have increased.

Telephone Nuisance

We have specific family experience of domestic telephone nuisance calls so have used the Telephone Preference Service here and also reported to the Report Domestic Call Abuse Concerns
03450 700707. For Business register with Corporate TPS and you can Call ICO and report on 08457034599. In Spring 2017 the Legislation #NoNuisance comes into full swing see:

General Data Protection Regulation – GDPR

Ageing data protection regulations are being replaced by GDPR explained here by the ICO. A Data Controller or Data Processor can face a significant fine: 4% of global turnover or €20m – Processing breaches typically, and 2% Global turnover (including consent), or €10m typically Supervisory breaches.


Personal Data – drives everything
Principles – controls, who is using data, do we understand how data is used?
Processing – controls, who is using data, do we understand how data is used?

What is personal data?

Any information relating to a person. Identified for example by name, number, location, one or more factors specific to the physical, physiological, genetic, mental, economic, cultural, or social identity of that natural person.

Controller Compliance Accountability

The GDPR “six principles”
– Be fair, lawful, and transparent
– Obtain data that is adequate, relevant, and not excessive
– Only keep identifiable data as long as necessary
– Collect data for a specified, explicit purpose; use for that purpose
– Keep data accurate and, where necessary, up to date
– Don’t lose data, break it, damage it or put it in a “physically unsafe environment”

Consent only comes from transparency and people understanding what is done with their data. Especially as data can be put together like a jigsaw to reveal personal profiles.  As a Controller you must demonstrate compliance, accountability, and you can be audited.


It must pass one of six tests, and transparency is nearly always a problem, because who likes their information being stored?

  1. Consent for specific purposes
  2. Controller’s legitimate interests
  3. Contractual necessity
  4. Controller bound by legal obligation
  5. Protect vial interests
  6. Public interest, official duty

The first allows us to do the most in terms of marketing. And we must be transparent.


“The data subject’s content” means any freely given specific, informed and unambiguous indication of his or her wishes by which the data subject, either by a statement or by a clear affirmative action, signifies agreement to personal data relating to them being processed.”

What is important
– freely given
– specific informed
– unambiguous indication
– signifies agreement

Not inferred consent.
So it is critical to have:

Control – they have to be in control
Transparency – the marketer has to be transparent
Notification – the customer has to actively agree, and express consent
Verification – prove you have consent (ie double opt-in ie we email back to prove we have opted them in)

Consent is Clearly Distinguishable
No hidden clauses i.e. it is standalone matter in clear language. You have to unbundle offers.
So for example you have access to our wifi if you give us your email, and here are the benefits. Be clear about the rewards.

GPDR Deadline 25 May 2018

Some key challenges will emerge says Duncan Smith CIM and compliance expert at iCompli. He cites, The need for legal champions, to map data flows, which will enable Gap analysis, and to understand where is data being collected from. Are you at risk now? In the future? Look at the gap. Where are you at risk from non-compliance.Revise or modify the organisation structure, do you have sufficient governance? Make sure the Board is appropriately involved. Do appropriate risk analysis. Ensure you have the right analytics and Lead generation devises, tools such as Opt-in buttons.

For more detail contact us at o i solutions.
Source material:
Duncan Smith CIM and compliance expert at iCompli
ICO – Information Commissioner’s Office
Lesley Tadgell Foster, BU Lecturer and IDM expert

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Peter Eales BA Hons Chartered Marketer FCIM FIDM
Founder Director Dorset Business Angels
MD o i solutions limited