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DM, Data and Beyond

March 2009 - Posts

Oh, say can you see by DM’s early light…

by Mark Roy, Mar 26 2009, 08:53 AM

 

 In New York this week to speak at the iDi Marketers Forum, so this blog is probably best read accompanied by Springsteen and a generous slice of Mom’s home-made apple pie.

DM (or ‘advertising mail’ as our American cousins call it), accounted for 21 per cent of total advertising spend and generated US$702 billion in economic activity States-side in 2008.  Impressive stats, certainly, yet according to the American DMA, only 47 per cent of US mailers use any form of suppression file.

Perhaps it’s little wonder then that 19 State Legislatures across the United States currently have ‘Do Not Mail’ registries on their agenda – such is the volume of mis-addressed and unwanted mail swamping American households. Because with DM volume totalling 101.9 billion items and an estimated 40 million Americans changing address last year, that’s potentially one hell of a big offer mis-matched and ‘return to sender’ junk mail swamp.

Similar problems exist here, obviously, where the threat of opt-in regimes hovers ominously over not only the UK but the entire eurozone. With privacy regimes tightening in many countries in response to endemic data gaffs, as an industry we’ve certainly got to both lift our game - all the while remembering that government departments are still, collectively,  #1 on the data breach hit parade.

Will report back from across the pond next week. In the meantime, have a good one…

 

 

Budget Smudget

by Mark Roy, Mar 18 2009, 09:24 AM


I’m a big believer in customer service excellence, but Ryanair
Chief Executive Michael O'Leary’s recent announcement that he’s serious about making passengers pay for the right to relieve themselves on flights by installing credit card-operated loos really takes the cake.

Or should that read ‘toilet roll’? 

O’Leary’s both king of the in-flight surcharge and full of bombast, in my opinion. Maybe he’s just taking the piss (or set to charge for it, at least), but Ryanair is apparently intent on making its passengers suffer wherever possible – particularly when it comes to their hip pockets.

There’s no debating that Ryanair offers incredibly low internet fares (£0.99 to Cork, anyone?). But by the time you’ve paid add-on costs for taxes and fees, airport check-in, baggage, priority boarding passes and credit card surcharges, you might as well fly a non-discount airline.

Hell, even B.A. starts to look attractive.

To my way of thinking, Ryanair’s propensity for treating customers like cattle and working down to a price rather than up to a standard is the antithesis of service excellence. Maximising profit is one thing, but let’s all try to look beyond the current quarter’s P&L if we truly want to retain customers and grow our businesses, shall we?

Needless to say, I for one won’t be flying Ryanair any time soon.

 

Blacklists and Perfect Storms

by Mark Roy, Mar 12 2009, 05:18 PM

 

Well, a pox on The Consulting Association, a Droitwich-based firm currently being prosecuted for a ‘serious breach’ of the Data Protection Act for secretly on-selling personal information to around 40 construction companies (among them Taylor Woodrow, Laing O’Rourke and Balfour Beatty), so that said firms could allegedly weed out potential trouble-makers from amongst job applicants.

I’m hardly a card-carrying unionist, but the whole notion of collecting and selling non-consented personal information really must be deplored. As reported by the BBC, The Information Commissioner’s Office believes that some 3,213 workers had details of their personal relationships, trade union activity and employment history traded by The Consulting Association for as low as £2.20 a pop.

I don’t know what’s more offensive from a data protection perspective: The fact that The Consulting Association’s ‘blacklist’ ran for over fifteen years or that the cost of violating workers’ privacy was deemed to be roughly equivalent to the price of eight cans of baked beans.

On another data front, I see Security Minister, Lord West, has announced that there’s no decision yet on the Government’s proposed giant database of phone calls, e-mails and internet use. Richard Thomas is calling for ‘a full democratic debate about where exactly the [data collecting] lines should be drawn’, so it will be interesting to see what happens over coming weeks. Because if you put Jack Straw’s controversial Clause 152 of his Coroners and Justice Bill alongside the Communications Data Bill, a near perfect data protection storm is certainly brewing over Westminster way – one which could impact on all our personal lives.

 

Goodbye Data Protection, Hello Data-Sharing Debacle

by Mark Roy, Mar 06 2009, 09:24 AM

 

Jack Straw’s controversial Coroners and Justice Bill is currently in Committee over at ye olde House of Commons. Whilst a lot of the Bill seems entirely worthy – figuring prominently is the creation of a new ‘Charter for the Bereaved’ to better guide the inquest process as well as additional support for victims and vulnerable witnesses of crime – Clause 152 concerning the sharing of personal data across the civil service and beyond is causing much gnashing of teeth.

In developments which echo the erosion of data protection rights across in Canada (see my ‘Crazy Canucks’ blog of 20 February), Clause 152 of the Coroners and Justice Bill stands to give the Government free reign to access and share with any person or organisation it deems fit any data which furthers ‘existing government policy’ and ‘serves the public interest.’

And at whose sole discretion will data sharing orders be issued? Government ministers – without any judicial review. So long as the data is ‘relevant’ to a stated Government policy, then it’s fair game in the new scheme of things. That’s assuming, of course, that there is a stated policy and/or that the Government doesn’t simply amend policy on the spot to suit particular circumstances.

David Howarth (LD), Tim Boswell (Con) and David Kidney (Lab) all raised concerns over Clause 152 in a Public Bill Committee meeting last Thursday, as has former home secretary, David Blunkett. Mark Walport and Richard Thomas have also added their voices to the growing chorus of disapproval – particularly as Clause 152 erodes not only the Data Protection Act, but contravenes the data-sharing principles outlined in their laudable 2008 report.

I think everyone shares the hope that Westminster is being ever-vigilant in protecting us against terrorism. But using a legislative sledgehammer to crack a walnut doesn’t exactly seem like a wise or proportionate response.

A case of Yes, Minister? Paraphrasing Nancy Reagan, to Jack Straw and Clause 152, I for one say a very big NO.

 

 

About this blog

DM, Data and Beyond

Mark Roy, CEO of The REaD Group plc, looks at topical issues relevant to all UK marketers.
 

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