Members of the Direct Marketing Association will now have to adhere to environmentally-sound procedures and adopt carbon-reducing policies as a condition of membership. In producing the fourth edition of its DM Code of Practice, the association has written in a series of guidelines aimed at making the industry sustainable and more environmentally-friendly.
The benefits of integrating individual customer data in real-time from all customer touchpoints are clear and well documented. But the realities of achieving a full single customer view in a world of imperfect data and limited budgets are harsh. So is it possible to achieve some of the benefits of an SCV while compromising on true SCV ideals?
Data may have a value in its own right, but it comes alive when used to drive a business. David Reed hears from brands who have.
What is the optimal way for marketers and data owners to work together? Data Strategy, in association with The Ark, asks three experts about how to get data to drive marketing, rather than the other way around. David Reed reports.
It is not that difficult to identify and target businesses in the UK. What is hard is getting them interested in your products and services. Enter a new generation of prospect development that changes the nature of this data space, says David Reed.
High-profile data losses and the backlash against behavioural targeting have made consumers cautious about who they will give personal information to. At the same time, there is still a high level of willingness to trade data if certain conditions are right, especially convenience and trust. For marketers, winning that confidence is going to become more important as opt-out rates from publicly-available sources rise.
Reviewing the most successful businesses, it is those that are best at adaption and reapplication that sustain over time. Entertainers appear to have mastered the art of reinvention better than most. Then it struck me how similar the data industry is to Kylie Minogue!
Originally founded by two university friends in 1998 as Hotbox.co.uk, the now thriving online retailer Firebox.com rebranded in 2000.
When not deploying the latest web analytics tools at MandMDirect.com, Caroline Knox can be found playing the piano. As David Reed finds out, there may not be that much difference between the skills needed to do both.
HSBC is to meet a key compliance objective – and enhance its customer relationships – through a new outsourced single customer view. The bank is to use Equifax’s SCV solution as well as its RN4 credit scoring system.
Cross-media publisher and platform provider Magicalia has improved its personalised communications with a move to an outsourced email marketing solution.
Shock findings from a survey of UK banks show many are likely to have missed a key deadline for their data management plans.
Data capture has to be a primary goal for any brand when creating a digital strategy. It is a critical step in developing customer relationships – from a simple email subscription form through to detailed, multiple step-orientated processes with a range of options along the way.
Thanks for choosing to read this. Or perhaps you have parked it in an inbox for later. Or maybe you are waiting for a few more lines before deciding whether to read to the end? If so, you are not alone in finding it hard to make a decision – nearly half of consumers feel overwhelmed by the choices facing them.
So the Government has come to the realisation that many commercial organisations have reached before them – that identity management is a highly-specialised skill and one best left to experts. Building and maintaining that skills base in-house can be very expensive and replicates capabilities that can be bought almost off-the-shelf from commercial providers.