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Latest News
Cookie proposals would be "massive nuisance"
Proposals to clarify the rules of online behavioural advertising have been heavily criticised for the impact they would have on consumers and marketers.
UK told to unleash Information Commissioner through new powers
In an escalation of a row over how the Data Protection Directive has been implemented in the UK, the European Commission has given the British Government two months to come up with proposals for full compliance.
Leader
Think of the environment before you forward this email
Direct marketing has made positive strives to adopt “green” processes. Digital marketing, on the other hand, increasingly looks like a carbon-intensive gas guzzler that cares little about its impact on the environment and even calls into question whether it has any responsibility.
Behind the News
Trust is cornerstone of consumer willingness to share data
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.
In tune with the changing world of online retail
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.
Opinion
For a customer view, it’s the thought that counts
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 needs to channel its inner Kylie
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!
Features
Grow brighter data functions
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.
Working better at lower volume
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.
Shifting sands of new business
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.
Case Study
Firebox develops customer data into real business driver
Originally founded by two university friends in 1998 as Hotbox.co.uk, the now thriving online retailer Firebox.com rebranded in 2000.
