Case Study: Marketo achieves GDPR readiness and privacy automation with OneTrust

Marketo’s Tech-Centric Approach to Privacy with OneTrust

Marketo, a global leader in digital marketing automation, faced the challenge of managing large volumes of personal data across AMER, EMEA, ANZ and Japan while treating GDPR as an opportunity to build trust, transparency, and choice. To institutionalize privacy, ensure accountability (including Article 30 records), and automate readiness workstreams, Marketo selected OneTrust and deployed modules such as Data Mapping Automation, Cookie Consent and Website Scanning, and PIA & DPIA Automation.

OneTrust implemented a centralized data inventory and readiness-assessment platform, automated PIAs/DPIAs and assessments, and deployed a cookie consent banner to give visitors control over tracking. As a result, Marketo captured an accurate picture of its processing activities required by GDPR, streamlined assessment workflows and progress tracking across teams, and can demonstrably show compliance to regulators—positioning the company to adapt quickly to new rules like ePrivacy and CCPA.

Marketo

Matthew Fischer

Associate General Counsel and Chief Privacy Officer