EtM case study: an ecosystem that chose to take care of data

Connecting people requires knowing them

Emprende Tu Mente (EtM) constantly innovates so that entrepreneurs and companies meet at activities that bring them value. To achieve this, it needs to know those who participate: who they are, what interests them and who it is useful for them to connect with. That knowledge leaves a trail of data. It is generated when buying a ticket, when connecting with other attendees and when talking with the event's agent, and it passes through different platforms. The party responsible for all that data is EtM.

For the 2026 edition, EtM set out to make respect for attendees' privacy the hallmark of the year. That did not depend on a single organization. It depended on all the organizations that touch that data deciding to do it right.

First, look at what was happening with the data

The work began with a data protection diagnosis carried out by Vantgard Data & Legal, a firm specialized in the field. The first step was to produce EtM's Record of Processing Activities (RAT): the map of what personal data the organization processes, what it uses it for and where the risks are.

Vantgard did it with Prisma IA, Soyio's tool that automates that mapping. The EtM team responded in parallel and Vantgard interpreted the results. The process moved quickly and left a concrete basis for deciding the next steps.

“EtM is not a large company, but it processes data of thousands of people every year, and almost all of it passes through third-party platforms. Before changing a consent or a clause, we had to know what data they had, what for and where it was, and that is what a record of activities is for. With Prisma IA, the EtM team responded at its own pace while we reviewed what came out, so in a few weeks we had a map to make decisions with.”

Pablo Bertelsen, Vantgard Data & Legal

Vantgard presented the findings in person to the EtM team. Together they agreed on the next steps and, from there, EtM executed them: it updated its consents, its privacy policy and its terms and conditions, and documented the processing.

The idea was never to stop doing things. It was to do them right and with an eye on what is coming. One example: EtM already asked its attendees for consents, but they were not designed for Law 21.719 and could lose validity under it. That is why it began capturing them as the new regulation requires. This way, its data is backed by a legal basis that will remain valid when the new law takes effect.

From compliance to value

Many organizations come to data protection out of obligation: there is a law coming and it has to be complied with. EtM started from there. The change came between May and June, when the team saw the findings on the table and understood why they mattered.

“We had an in-person meeting, we presented the findings and there I saw their faces. It was like: this is important.”

Pablo Bertelsen, Vantgard Data & Legal

From that moment on, EtM took the issue as its own. It added a data engineer to the team and formed an internal working group, the Team Datos EtM. It is still active, and today all the organization's data topics are discussed there, not just privacy ones.

The value lies in transparency. EtM does not profit from its attendees' data and its handling did not start off badly. There were still concrete learnings, such as that pre-checked consent boxes can no longer be used. What was different was the decision to get ahead: to review how they were doing it, to think of people first and to push the entrepreneurial world to ask itself the same questions. Today every attendee can know what is done with their information, and EtM can keep using it to create better encounters.

“We started out thinking about complying. We ended up convinced that taking care of our attendees' data is part of what makes EtMday good.”

Nicolás Uranga, executive director of EtM

An ecosystem of consent

EtM did not stop at putting its own house in order. It asked the same of the platforms that work with its attendees' data, and all of them responded. Each one processes data in its own way, according to what it does at the event, but all operate within the same consent framework, with EtM as the party responsible for the entire chain.

Eventrid: the entry point

Eventrid is EtMday's ticketing platform. There the attendee buys their ticket and provides their first data. That data passes through Eventrid, but it lives with EtM, which is the party responsible for its processing.

That had a practical consequence. For consent to be captured from the first purchase, Eventrid had to develop and integrate Consent into its own flow, along with EtM's privacy policy and terms and conditions. It meant technical work on its side, with a sales date already committed.

They did not do it alone. Vantgard defined the consents and drafted the privacy policy and the terms and conditions. Soyio supported EtM and Eventrid on how to implement them within the purchase flow.

Eventrid got on board without hesitation. That same willingness was repeated at every platform in the ecosystem: no one waited for another to take the first step, everyone was on board.

Integrated in less than three weeks

The kickoff meeting with Eventrid was on July 22. On August 7, the integration of Consent into the purchase flow was ready. Ticket sales opened on August 11, with consents recorded from the first purchase. Before going to production, the EtM team received training to operate the tool.

The speed did not come from technology. It came from each party's motivation to solve it well and on time.

As of November 12, 2026, 9,020 people had given their consent when buying their ticket, with 35,013 boxes checked in total. In the last week alone, 3,053 were added.

Beyond the mandatory box, more than half accepted each optional use by EtM. The highest was saving connections via QR for the ecosystem's contact network: 62.7% authorized it.

Percentage over the people who purchased while each box was on the form. Soyio data as of November 12, 2026.

What this case leaves behind

The work continues. Today EtM is bringing its suppliers into compliance so that, at EtMday, every aspect of data protection is transparent for attendees.

“The EtM team was concerned: thousands of people come to EtMday looking for different things, and without data they could not guide them. The solution was not to stop using it. It was to use it transparently, anticipating the regulation and improving how they work with their suppliers. This is not a one-time job: it is a path they have already begun to walk.”

Karla Figueroa, DPO & Head of Customer Experience at Soyio

What made this case work can be repeated in any industry: a legal diagnosis that lands in actions, technology that integrates quickly and an organization that decides that taking care of its people's data is worth it. At Soyio we look for exactly that. Organizations that do not stop at complying because they have to, but that see the value and get on board willingly.

The law sets the floor. Willingness defines how far you go.