CAI III Classes

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Utilizing and Protecting Data as an Asset

With great data comes great responsibility. You have tremendous opportunity to transform your auction business with data, but that value comes with a share of risk. We will explore the value of collecting and using data, so your data becomes a valuable business and marketing asset, and the risk of collecting and using data, so your data meets regulations and keeps you out of trouble. You will walk away with a guide to understanding the value and risk associated with the use of data in your auction business.

Upon completing this class, you will be able to:
  1. Describe what is and is not personally identifiable data
  2. Identify what regulations exist in the collection, retention, and use of data
  3. Incorporate best practices into your business for using and safeguarding data
  4. Describe the trends and convergence of data use and regulation

About the instructor

John Schultz, AMM

John actively works in the auction industry, and loves the traditional auction method of marketing, but also recognizes the importance of adding technology to market auctions, and bring a worldwide audience to the auction ring. John is currently the Chief Marketing and Technology Officer for Grafe Auction, a Minnesota based commercial and industrial auction company.

John is a proud member of the National Auctioneers Association and the Minnesota State Auctioneers Association, and is active within both organizations including one of the lead instructors of the Auction Marketing Management designation for the NAA. Previous service to the NAA includes vice-chair of the Council on Future Practices, member of the Vision 2015 Task Force, member of the Technology Committee, member of the Futures Panel, member of the Audit Committee, a charter webinar instructor, charter NAA Ambassador to Minnesota, and multi-state and national conference seminar presenter.

John served as the Minnesota State Auctioneers Association 60th President in 2009. He was awarded the 2009 Golden Gavel Award for outstanding service to the auction industry. John has served on numerous committees throughout the years and currently serves as co-Conference and Show Coordinator, member of the Education Committee, chair of the Governance Oversight Committee, and member of the NAA-Minnesota Conference and Show Committee. He was also the Charter President of the Minnesota State Auctioneers Foundation.