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Wednesday 8 July 2015 – 41 Portland Place, LondonWIFI: 41 Portland Place Pass: Portland1
Data detailed: how to buy and sell information responsibly
Sponsored by
Welcome from the Chair
Chris Combemale, CEO, DMA Group
Sponsored by
Agenda10.00am Registration
10.30am Welcome from the Chair
Chris Combemale, CEO, DMA Group
10.35am Data – The Challenge
George Kidd, Chair, Direct Marketing Commission
10.45am The best of times and the worst of times
Rosemary Smith, Director, Opt-4
11.05am Data Irrigation? Managing the value chain
Tim Drye, Managing Director, DataTalk
11.25am Buying data: a Client’s view
Fedelma Good, Director, Information, Policy & Strategy, Barclays
11.45am Panel discussion
George Kidd, Chair, Direct Marketing Commission
Rosemary Smith, Director, Opt-4
Tim Drye, Managing Director, DataTalk
Fedelma Good, Director, Information, Policy & Strategy, Barclays
12.15pm Closing comments
Chris Combemale, CEO, DMA Group
12.25pm Lunch and networking
1.30pm Close
Sponsored by
Data – The Challenge
George Kidd, Chair, Direct Marketing Commission
Sponsored by
Data – The Challenge
• DMC role• Media coverage and recent cases• Data Journeys • Our questions to you
DMA members/non-members
Price comparison sites
Competitions
Risks:
NDA’sIllegal/unknowing consent
Due diligence on users?
No ability to check/audit?
Out-sourcing TPS/no TPS?
No client visibility
Over-selling
Business model/culture
Sensitive data
Use limits
DMA MembersSyndicate Partners Brokerage/supplier Telemarketer
DATA SOURCE DMA MEMBER BUYER/CLIENT
The Data Journey
• Willingness to buy when you know consents are unconscious and the terms are at best shaky.
• Attitude to comparison sites, competitions and other high risk sources?• NDA and confidentiality agreements that conceal this (known) fact and
prevent due diligence.• Pure data businesses relying on others for core data actions: TPS.• Data businesses not appreciating sensitivity of data.• Over-selling – by volume, by field ?• Knowing your customer and their plans. Limiting the intended use of data? • Aged data – specifically in the lead generation space – is 7 year old consent
fresh because you call them regularly and they never answer ?
The best of times and the worst of times
Rosemary Smith, Director, Opt-4
Sponsored by
What the Dickens?
"we were all going direct to Heaven, we were all going direct the other way."
Charles Dickens: A Tale Of Two Cities (1859)
'There's a dirty trade in people's personal information'
'There's a dirty trade in people's personal information'
I disliked…Once you`re on the list never get off, like hell on a
roundabout
cobblers, all it means is they are going to sell my details
Carefully selected on what basis?Carefully to ensure customer interest
or carefully to maximise advertising reach / revenue for the partners?
I don`t want my details passed
around for money
Carefully selected – you must be joking
2 suppliers were or had been on the ICO watch list because of high complaint rates
9 other suppliers refused to provide evidence/call recordings
Audit of telephone lead generation – March 2014
Although all calls had a form of consent, brand level opt-in to the brand’s standards was not present in some cases
Some scripts came very close to sugging
Audit of telephone lead generation – March 2014
There was a tendency for operators to “gabble” the consent wordings
Some objections were deliberately misunderstood by operators
Details were collected from confused/elderly people
Audit of telephone lead generation – March 2014
Original consent proved difficult to ascertain. Some providers were relying on historic “public” data from Electoral Roll or BT
Some original consents dated back to the nineties
Audit of telephone lead generation – March 2014
Clear valid consent
Price
Consent lasts only 6 months
Limited to named sectors
Chain of supply
TPS
Opt-in for ecomms
Direct to Heaven or Direct the other way?
Direct to Heaven or Direct the other way?
• This is not going away• The GDPR will make it
worse• Data businesses need
to change to survive• Fairly collected data
should command a premium price
Data Irrigation? Managing the value chain
Tim Drye, Managing Director, DataTalk
Sponsored by
Some Nostalgia?
A route to royalty
Nov 26, 2010
£120 per ‘000
Change.org
80% …think
business wins
90% …want more
control
I disliked…
Buying data: a Client’s view
Fedelma Good, Director, Information, Policy & Strategy, Barclays
Sponsored by
• Who compiled the list? When? Has it been amended or updated since then? • How often is the list updated? • When was consent obtained? • Who obtained it and in what context? • What method was used – e.g. was it opt-in or opt-out? • Was the information provided clear and intelligible? How was it provided –
e.g. behind a link, in a footnote, in a pop-up box, in a clear statement next to the opt-in box?
• Did it specifically mention texts, emails or automated calls? • Did it list organisations by name, by description, or was the consent for
disclosure to any third party?
• Has the list been screened against the TPS or other relevant preference services? If so, when?
• Has the individual expressed any other preferences – e.g. regarding marketing calls or mail?
• Has the seller received any complaints? • Ask to see a sample of the data. • Ensure that your obligations are met to maintain and
apply “suppression list” of people who have opted out or otherwise told your organisation directly that they do not want to receive marketing from you.
• Is the seller a member of a professional body or accredited in some way?
• Supplier reputation
• Documented process
• Consent
• Data recency
• Complaints / queries / withdrawals
Panel discussion
George Kidd, Chair, Direct Marketing Commission
Rosemary Smith, Director, Opt-4
Tim Drye, Managing Director, DataTalk
Fedelma Good, Director, Information, Policy & Strategy, Barclays
Sponsored by
Closing comments
Chris Combemale, CEO, DMA Group
Sponsored by
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