Not Another Marketing Agency is committed to getting Data Right, by joining a pledge led by The Chartered Institute of Marketing (CIM) which urges organisations to take action on the critical issue of responsible management of customer data. Ensuring databases are kept up to date is essential for email marketing.
Getting Data Right
Recent research by CIM revealed 92% of the UK public does not understand how marketers and organisations use their personal information and half of all consumers (57%) do not trust an organisation to use their data responsibly.
Data is essential for organisations to reach the right audience, in the right way, at the right time. Yet CIM’s research shows people are nervous about sharing personal data – fears of data breaches, recent scandals and misuse has them on high alert.
Equally, with new General Data Protection Regulation (GDPR) legislation that came in to effect on 25th May 2018, getting data right will also become a legal imperative – making it even more crucial for businesses to get their house in order now.
Joining CIM’s Data Right pledge, shows we are taking data management seriously and is a sign of our commitment to improving standards and rebuilding customer trust.
Not Another Marketing Agency pledges do four things to get Data Right:
- Be clear – we will tell our customers how we will use their data
- Show the benefits – we will explain the many positive benefits of data collection to our customers
- Show respect– we will make sure trust, honesty and transparency are at the heart of the relationship between us and our customers
- Be in the know – we will continually familiarise ourselves with the dos and don’ts of data rights, the law, such as the upcoming changes due to new GDPR legislation, and best practice.
Chris Daly, Chief Executive of The Chartered Institute of Marketing, comments: “In today’s customer-led world, getting Data Right is a business-critical issue. Whilst our research reveals trust is low and the public is being bombarded with data, two-thirds (67%) of the public actually said they would share more personal information if organisations were more open about how they will use it.
“Businesses/charities have a responsibility to their customers to be transparent, respectful and clear about how they use their personal information. Not only is this best data practice, but it ultimately will help their consumers feel more confident and enjoy the benefits of sharing more personal data.”
“But until businesses step up and show their commitment to best practice, they risk alienating their customers and damaging their brand. We need to act now and this is why we are asking organisations to take the Data Right pledge, to commit to showing greater respect and accountability to their customers.”
