As the memories of Christmas overindulgence and lethargic bliss begin to fade, we must begrudgingly turn our attention to the new year. Back to business. While the usual resolutions of healthier eating and gym memberships may, in some cases, not last till the end of the month, there is a certain resolution we recommend you make in 2019…and stick to! Quite simply – CLEAN YOUR DATA.
Data is the cornerstone to any campaign. By using poor quality data, you immediately put yourself at a disadvantage and this will have a knock-on effect to the rest of your marketing endeavours. Ensuring your data is clean and accurate from the start will provide the best foundation for all subsequent activity.
Not Just Good Sense, But Law!
One of the key requirements of last year’s new data regulation (GDPR) is that inaccurate data must be rectified and cleaned without delay – or deleted (Article 5(1)d). The primary focus for many companies in the lead up to GDPR’s implementation was understanding the legal bases for processing data, with the majority concentrating on consent. However, it has been very encouraging to see more and more businesses acknowledging their obligation to data accuracy.
We have it on good authority from some of the UK’s leading retail brands that data quality is high on the agenda for 2019:
‘‘to ensure we hold the most accurate and up to date customer data, as well as continuing to fulfil our obligations under GDPR and relevant mailing requirements.’’
Customer trust can be very difficult to cultivate. With a number of scandals surrounding data occurring last year this is more true now than ever. Consumers are becoming increasingly concerned about the data they share, and increasingly savvy when it comes to data protection law and their rights. In research conducted by REaD Group last year we found that more than 70% of consumers expect their data to be accurate [Source: Accuracy and Relevance – GDPR Impact Series 2018]. The tolerance for companies getting it wrong is decreasing all the time.
The risks of brand damage incurred from using poor quality data are huge. In the age of social media, headlines are no longer necessary for news to go viral – anyone with a Twitter account can now wreak untold damage with 280 words and a well-placed hashtag!
More than the prospect of brand damage, companies now have a duty to consumers to be transparent and responsible when handling their data. This is, after all, why GDPR was introduced. This responsibility extends to ensuring that data used for campaigns is accurate.
Unnecessary distress and anguish is caused by continuing to contact deceased individuals in your database – and will certainly make most people think twice about continuing to use your brand in future. Many consumers now consider it a given that companies make the effort to keep track of relocations and goneaways.
Unlike dragging yourself out of bed at silly o’clock for that early morning run or eating that quinoa salad (while your colleague demolishes that burger and chips) – data quality doesn’t have to be a struggle! With established and trusted data quality services such as GAS, TBR and GAS Reactive from REaD Group – available via a choice of flexible delivery methods to suit organisational and technology requirements, it is now achievable and affordable to optimise the accuracy of your data.
Start this year right – contact us today for your free data quality consultation!
‘In a fast-paced world, today’s popular brand could be tomorrow’s trivia question.’ – The words of late PepsiCo Chairman, D. Wayne Colloway, have never been more relevant. For many businesses, the need to stay on the pulse and react to unforeseen or last-minute changes is crucial. Missing a beat can be very costly.
In an ideal world, every campaign would be meticulously planned and crafted, with a contact list that had been equally scrutinised with a fine-tooth comb. Sadly, very few are afforded such luxuries!
Undoubtedly, the level of reactivity required can alter drastically depending on the nature of a business. In some instances, we may be talking about a number of weeks, but sometimes it may be a matter of days, or even hours!
If we take, for example, the charity sector, and more specifically Disaster Relief Charities, it is imperative that the turnaround on campaigns is as fast as can be achieved. When funds are desperately needed, and lives are at stake, speed is everything.
The recent earthquake and tsunami that hit Indonesia left hundreds of thousands of survivors in urgent need of food, water and shelter. As soon as the news broke, many Disaster Relief Charities would have immediately begun putting together lists of supporters to appeal to for donations.
However, with the major overhaul in data protection law in May of this year (GDPR) there are considerations that must be taken in relation to the data being used for these campaigns. In accordance with article 5(1)d of the GDPR:
‘every reasonable step must be taken to ensure that personal data that are inaccurate, having regard to the purposes for which they are processed, are erased or rectified without delay.’
This potentially makes things difficult when putting campaign lists together when time is of the essence. If you need to send out a campaign urgently, you can’t afford to waste time waiting for an ad hoc data clean to be completed. This can often take up to 2-3 working days at which point the initiative has been lost and response rates can be lower.
Putting aside the risk of fines that might be incurred from contacting goneaway or deceased contacts under GDPR, a far more serious and harmful prospect is that of costly reputation and brand damage.
In response to these challenges, REaD Group have developed Data as a Service (DaaS) – a new real-time delivery model that provides access to REaD Group’s market leading data cleaning solutions, on demand. As data is cleaned in real-time, you can rest assured that data is accurate, up-to-date and campaign-ready at a moment’s notice.
Ensuring that campaign data is accurate and up-to-date is now required by law, but this doesn’t have to restrict reactivity when time is short. Whether you’re a disaster relief Charity responding to a recent event or disaster, a travel company capitalising on current weather conditions or a retailer making the most of current affairs – there is a need. A need for speed.
Contact us today if you’d like to know more about DaaS!