Marketing Week
Data Strategy Online January 2010
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A matter of show, not tell
Data Strategy Online January 2010
Powerpoint might be more important than Excel when it comes to explaining to a client what a data analysis means for their business. As David Reed finds out, combing the skills of data mining with those of presentation is not easy.
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Are you being monitored?
Thu, 7 Jan 2010
Largely since 9/11, anti-money laundering and counter-terrorism regulations have required financial institutions to monitor what we do with our money, notifying the authorities of suspicious activity. From 2009, the same became true of our own movements, with the introduction of the e-Borders system.
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Baffled by fractions? Don’t even think about seven digits.
Thu, 14 Jan 2010
Do young people go down the pub for a swift 50 per cent? Or talk about how Cheryl Cole used to be 25 per cent of Girls Aloud? That is one inference from a test due to be carried out by Racing for Change.
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Compass Group renews BI tools
Data Strategy Online January 2010
Compass Group has overhauled its entire business intelligence infrastructure and deployed a Netezza data warehouse appliance.
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Consultancy creates B2B community
Thu, 14 Jan 2010
A global consultancy has created an email-driven community of C-level executives active in 32 markets. Accenture has appointed CreatorMail to deliver its marketing messages to 750 senior decision makers around the world.
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Consumer views on data-driven marketing polarise
Thu, 14 Jan 2010
First the good new – 95 per cent of consumers say they are interested in receiving communications from companies they know. Now the bad news – 77 per cent say they always opt out from communications from companies they do not know.
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Data protection campaign focuses on the young
Data Strategy Online January 2010
A nationwide campaign has been launched today to educate children and teenagers about the issues of managing their personal data online, especially via social networking sites. “The i in online” has been put together by Speechly Bircham, a London law firm with a large information law practice, with the backing of the UK ICO, the Irish Data Protection Commissioner’s Office, The Walt Disney Company UK, Sky, Nickelodeon and the BBC.
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Data quality v the right to strike
Thu, 7 Jan 2010
BA cabin crew, despite an overwhelming 9:1 vote in favour of going on strike, were prevented from doing so last year as a result of an injunction. The basis for halting their walk out? In essence, data quality.
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Data security – time to rebuild consumer and political confidence
Thu, 28 Jan 2010
By Robert Keitch, chief of membership and brand, Direct Marketing Association
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Database marketing to the fore – but only for the minority
Thu, 4 Feb 2010
Using the customer database to drive communications has been a winning strategy during the recession, but only for 37 per cent of companies. A further 27 per cent say that they have become more reliant on database marketing during the downturn, according to a survey among 500 marketing decision makers carried out by GI Insight.
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Development is everybody’s business
Data Strategy Online January 2010
What does business business development have to do with digital marketing? That question was asked in all seriousness during a recent discussion about digital channels at the Direct Marketing Association.
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Direct to number one, data quality street
Data Strategy Online January 2010
Keith Jones is determined to get Royal Mail recognised for its data services as well as for its deliveries. As he explains to David Reed, knowing when consumers and businesses are moving is a great advantage when selling the data hygiene message.
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DMA launches new information security standard
Data Strategy Online January 2010
The Direct Marketing Association will unveil its new information security standard, DataSeal, on 27th January. Developed in conjunction with BSi over the course of 2009, the standard will offer an accessible, achievable and cost-effective route for DMA members to demonstrate their commitment to keeping personal data secure.
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Editing out direct marketing?
Data Strategy Online January 2010
A formal review of access to the edited electoral register could lead to its removal from sale. With direct marketers eyeing an opt-out rate close to 50 per cent, can they be persuaded to object to the removal of this important data set, asks David Reed.
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Email appending service launched
Thu, 7 Jan 2010
A new service that appends verified, opted-in email addresses to customer data has been launched. Email appending from CCR data involves a 20 million email address database held by the company that is then matched to a client’s existing customer file. Match rates of up to 10 per cent are typically achieved.
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Favourite to succeed at online gaming giant
Data Strategy Online January 2010
Combining a passion for sports with a love of data adds up to a dream job at Betfair for Antony Lea. As David Reed discovers, enthusiasm may be essential in a fast-growing business, but so too is keeping a sense of perspective on life
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Foods company builds single customer view
Thu, 14 Jan 2010
A central database containing customer data across 19 household name brands is to be created. Kerry Foods has appointed Tullo Marshall Warren to build the resource for campaign deployment and customer services as part of an integrated digital and CRM strategy. The data asset and marketing activity will cover sausage brands like Wall’s, Richmond and Porkinson’s through to new brands like Low Low and Mumbai Spice.
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Gambling firm data breach just one in a hundred
Data Strategy Online January 2010
A major High Street and online gambling company is alleged to have suffered the theft of millions of customer records, yet is just one of 100 organisations to have reported data breaches to the ICO in the last two months. A file of 3.5 million Ladbroke’s customer records is claimed to have been offered for sale to the Mail on Sunday, which notified the ICO. It in turn told the company about the data security breach and is investigating further.
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Is the next customer revolution happening?
Thu, 14 Jan 2010
I’ve never forgotten the powerful mantra, “Never sell to a stranger”, emblazoned on the front of a bright red brochure from Ogilvy Direct in the mid-1980’s as I started my career in data marketing.
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Japanese car company to optimise marketing
Data Strategy Online January 2010
One of Japan’s major car companies is deploying a new solution to optimise its online marketing. Toyota Motor Corporation Japan has selected Omniture SiteCatalyst to understand how its digital marketing campaigns are driving purchase, brand building and loyalty. The analytics platform will be used across Toyota’s global corporate site as well as ten others.
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MSP passes information security test
Data Strategy Online January 2010
An outsourced marketing services provider has been certificated as compliant with the UK’s information security standard. Lateral Group has achieved ISO 27001 certification – the only standard covering this area of business practice in the UK – both as a whole and for each of its individual companies.
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New year, new teeth for Information Commission
Data Strategy Online January 2010
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Octopus Travel doubles bookings
Data Strategy Online January 2010
Octopus Travel has achieved a 100 per cent increase in hotel bookings made via its web site following the implementation of a new system.
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Online service for TPS compliance
Data Strategy Online January 2010
A new online service has been created to support self-management of screening against the Telephone Preference Service file. TPS-Manage.com, hosted by data supplier Simunix, allows users to upload their phone numbers into a secure, password-protected user account. It then screens numbers against TPS and Corporate TPS registers and flags any registered records.
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Opted out consumers risk online disappointment
Thu, 7 Jan 2010
With nearly one in two voters choosing to withhold their name from use by marketers, a major data owner has warned that they could experience reduced service levels as a result.
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Predictions for better marketing
Data Strategy Online January 2010
The difference between best-in-class marketers and the laggards when it comes to customer acquisition can be as much as a factor of 43. On customer retention, the performance differential is a factor of 10.5. Those dramatic findings have emerged from research carried out by Aberdeen Group, sponsored by Neolane, into Offer Optimisation: Using customer analytics to improve marketing performance.
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Richard Fayers: The evolution of real time data
Data Strategy Online January 2010
Business intelligence technologies have had a substantial impact on the way organisations understand their past performance, day-to-day operations and how they plan for the future. Traditionally, the focus of BI has been firmly in the rearview mirror, using analytical tools to understand events after they’ve happened.
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ROI is Good. But is ROC better?
Data Strategy Online January 2010
Marketing knows that it has to deliver in the short term, even when campaigns are focused more on building customer loyalty and brand experience. So could a shift to new metrics help to prove that it is doing both, asks David Reed.
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South Africa at risk of increased cybercrime
Thu, 7 Jan 2010
World Cup hosts South Africa could be facing a “perfect storm” of cybercrime as the country prepares for the event by improving its Internet infrastructure. A major upgrade to broadband capacity, including two new undersea fibre optic cables, should increase availability two-fold.
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The Death of the Traditional Data Planner
Data Strategy Online January 2010
When I started my data career 11 years ago, the industry was a very different place. The traditional data planner’s role tended to focus on targeting recommendations, list buying, data processing briefs and practically reciting the Data Protection Act. Indeed, with many data planners coming from a list broking or ownership background, there was a strong focus on using cold data. Today, however, the traditional skills of yesteryear simply don’t cut it. So what’s changed?
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Water company reduces billing inaccuracy to 0.15%
Data Strategy Online January 2010
Bills for metered customers of a major water company have hit their target for accuracy six months after implementing identity management services. Severn Trent Water has worked with GB Group to achieve compliance with OFWAT’s DG8 meter reading regulation and has hit 99.85 per cent accuracy for billing.
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What have you done today to make you feel proud?
Data Strategy Online January 2010
By David Reed, editor, Data Strategy
