Come on ICO, give us guidance and clarity! Give us a chance…

By |2018-11-06T10:40:34+00:00February 24th, 2017|

By now every fundraiser in the land will be aware of the ICO’s draconian stance on wealth screening, data appending and data matching following the recent Fundraising and Regulatory Compliance conference in Manchester. The bow waves from this conference are going to be immense not just for the charity sector, but for marketers in general, if the ICO continues to be allowed to interpret the Data Protection Act in this manner. And make no mistake – this is purely an interpretation of the DPA; it is entirely subjective. One person’s ‘fair’ is another person’s ‘unfair’. It is for this reason that for those of us in the data industry that have worked incredibly hard with fundraisers over the past three [...]

6% Solution – How Better Customer Data Drives Marketing Performance

By |2017-02-17T08:09:54+00:00February 17th, 2017|

We instinctively know that good quality, clean data is likely to lead to better marketing results. What has always been difficult to pin down is exactly what impact data quality has on the bottom line. However, in recent research conducted by Jim Conning’s Data Services team at Royal Mail and DataIQ it has been revealed poor quality contact data is costing organisations a staggering 5.9% of turnover on average. To put this into context, the average large business in the UK turns over £291m so the cost of poor quality contact data for a large business is running at £17.2m annually. The same survey of 272 marketers also found quality of contact data to have the highest impact on campaign [...]