On 13 March 2025, Salocin Group proudly sponsored and attended the Data & Marketing Association (DMA) UK annual Data Conference. The event brought together industry leaders, regulators and experts to discuss the evolving data landscape, legislative updates and data-driven innovation shaping the future of marketing.
Key takeaways
ICO keynote: regulatory reform and privacy-first innovation
Stephen Almond, Executive Director for Regulatory Risk at the Information Commissioner’s Office (ICO), emphasised upcoming legislative reforms that aim to provide consumers with meaningful control over their data and how they’re tracked online. The ICO is working to:
- Offer clarity on data protection rules for organisations
- Ensure accountability for non-compliance
- Empower consumers by enhancing privacy rights
Additionally, the ICO will launch an AI and biometrics strategy later this year, including guidelines for AI system deployment and automated decision-making. If you’re looking for assistance with organisational AI adoption now, you can complete our AI readiness questionnaire as a first step.
DSIT keynote: Data (Use & Access) Bill and charity email soft opt-in
Owen Rowland, Deputy Director of the Department for Science, Innovation and Technology (DSIT), updated delegates on the status of the Data (Use & Access) Bill, which is expected to receive Royal Assent by spring this year. The bill aims to:
- Harness data for economic growth and modernise digital governance
- Maintain the UK’s high standards of data protection
- Extend the soft opt-in rule to charitable organisations, enabling charities to communicate with existing supporters more effectively
Chris Combemale, DMA’s Director of Policy and Public Affairs, went on to explain how Wood for Trees, part of Salocin Group, has played a key role in supporting the DMA’s lobbying for the inclusion of charities in the email marketing soft opt-in amendment to the DUA Bill. To further educate charities, Wood for Trees will co-host an explainer webinar with the DMA, once the bill has passed. You can find out more about the soft opt-in and register your interest for the webinar here.
Panel discussion: rethinking customer data for brand success
Industry leaders, including experts from Explore Worldwide, Merkle, OLIVER, Sky and Virgin Red, shared insights on optimising first-party data for brand marketing. Key discussions revolved around:
- Leveraging data-driven branding beyond marketing
- Integrating AI for cross-department collaboration
- Breaking down data silos to enhance customer engagement
Retail media and AI in marketing
Presentations from Tesco and Colgate-Palmolive highlighted the increasing impact of first-party data in retail media. Tesco Clubcard, with 23m active households, exemplifies how brands can harness data for targeted marketing and business growth.
Meanwhile, Brandtech Group’s session on Generative AI highlighted its disruptive potential in marketing. AI-powered tools are revolutionising content creation, customer engagement and operational efficiencies, with a focus on ethical AI use and environmental sustainability. You can view our own takes on these topics by watching our AI strategy webinar and reading our blog about AI and the environment.
As a DMA Data Conference sponsor and leading advocate for ethical and effective data use, Salocin Group is committed to empowering organisations with AI-enabled, data-driven strategies for connected customer experiences.
As part of Salocin Group, Wood for Trees will continue collaborating with the DMA to support charities in leveraging the new soft opt-in regulation.
