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

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Closing comments

Chris Combemale, CEO, DMA Group

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