Experian and the ICO
About a month ago, the disagreement between the ICO and Experian finally headed towards closure with the following sentence: “The Information Commissioner’s Appeal is dismissed.” This succinct statement was followed up by 57 closely written pages of…
Agencies Marking Their Own Homework
This week I’ve been reminded of a phrase that follows all agencies around. I asked a charity to upload all of the donors they’d recruited since the drop date of their last Direct Mail campaign. I wanted to show them how many people had received a DM…
CDP, SCV, CRM: TMI
Platform your LTA isn’t cutting it but you can’t switch to MTA or MMM because your CRM isn’t a CDP so can’t deliver you an SCV – sort it out PDQ! Even amongst the ‘Three-Letter-Acronym’ besotted English-speaking (texting) world, the data-driven…
Why Is Everyone Talking About Legitimate Interests
"…examples of processing that may be processing that is necessary for the purposes of a legitimate interest include … processing that is necessary for the purposes of Direct Marketing," Explosive stuff, no? Well… maybe. This is a clause that…
Privacy and the Value Exchange
Gartner, the technological research consultancy, conducted a study into the opinions of CMOs in Europe, the UK and the US over November and December 2022. The headlines coming out of that research suggest a slightly gloomy picture for marketers…
How much data should I test?
I have some sympathy with people who need to buy data for their direct mail campaigns. Apart from learning the bewildering range of different data types and sources and understanding all the things that have been expressed to the data subject while…
Boosting Retention for D2C Brands
Direct 2 Consumer (DTC) brands are still riding the crest of a wave that began before the pandemic and was accelerated during the big stay-at-home, with many referring to this period as the boom years! Arguably their biggest challenges now are not…
New Cars - who's going electric?
Two years ago, we asked our friends over at MyOffers to talk to their audience about the cars they drive and the cars they want to drive with some fascinating results. Before I start, I should share a couple of facts… The MyOffers audience…
The ICO and Experian - What have we learned?
On Monday this week, the First-Tier Tribunal published its judgment on Experian’s appeal against the ICO’s enforcement notice. The tribunal allowed the appeal in part and made a substitute decision with such minor ramifications for Experian that…
Zero Party What?
I’d never try to explain the difference between first- second- and third-party data to friends outside of work. They probably wouldn’t remain my friends for too long! But for marketers, knowing which kind of data they are working with is…