Two recent news items have got me thinking this week. Firstly, the collapse of the infamous mobile telephone directory, using bought in data, and secondly the ASA rapping Virgin Media over the fingers for not using goneaway suppression. Both cases represent a certain naivety on the part of both organisations, albeit from rather different directions.
Just because data exists, it does not mean that we have a God-given right to use it. Mobile data is on the market from a variety of sources, but none of the people who own those numbers ticked a box saying they were prepared to appear in a directory. The most they did was agree to receive some unspecified third party communications as they signed up for whatever they signed up for. So, it was no particular surprise to me that many of them got rather cheesed off when the directory hit the headlines.
The trouble is, it seemed to be a surprise to the business concerned.
The Virgin case is slightly different, but it hits the same spot. They have data. Lots of it. They are one of the largest mailers in the country, and, as a customer, I recieve a lot of it. It is mostly tosh, and none of it has managed to explain to me how I can improve the service they provide, or get more out of it. In fact, the one thing I want them to tell me about, they have not even mentioned yet. As an XL customer (I believe this refers to the TV package I am on, rather than my girth) I used to receive the Seranta sports channels. I get Sky Sports through Virgin, and Setanta came 'free' out of the blue. Now it is gone. Am I going to receive the new ESPN channel free as well? Frankly, despite regular communication about my bill being ready for inspection, or other such fascinating missives, I have no idea. My son would like to know. Richard, are you listening out there?
However, I digress. Not using suppression is a cost call.You weigh the few annoyed recipients who can be bother to complain against the cost of buying the suppression, or doing the administration on your own goneaways. Naive, again. Suppression is not cheap, but annoying people is never sensible. Bad press like this is damaging. Not Gerald Ratner damaging, I will admit, but still a black mark.
But I fear this is symtomatic of an attitude to data prevelent in the industry. No one seems to care about the state of the data, as long as enough targets are reached. The objectives may be reached, within budget, but what harm is done to the brand around the edges?
The ASA slapping Virgin's hand is at least a start - more of this needs to happen - publicly berating companies for poor data practices may actually start to shake the short term view of suppression as a cost to the business, rather than a benefit.
Hugh Bessant
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Member since: 03 Jun 2008
Last login: 18 Nov 2009
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