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How much data can you hold/should you hold for Marketing purposes?

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Tim Beadle
Tim Beadle

The document discusses what types of customer data companies can and should hold for marketing purposes. It provides case studies and examples of companies that collected excessive customer data or held data too long. The key points are: - Companies should only hold customer data that is relevant to the purpose and not excessive - Consumers are becoming more aware of privacy issues but attitudes vary by age - Marketers need to justify why specific data is needed and what it will be used for - Data should generally not be held indefinitely, as people's information often changes - Companies should be pragmatic and delete data after a few years when it becomes outdated

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How much data can you hold/should you hold for Marketing purposes? Tim Beadle, Director, Marketing Improvement,
Overview - What should you hold? - How long can you hold it? - What are the best tactics to get what you want?
Why worry at all? Visibility = opportunity for complaint Marketing is highly visible
Case Study Provider of OTC medical device In pack registration card Asked for: Nature of illness Age Gender Name & Address Greek Information Commissioner held that: Despite information being freely given and consumer being fully informed about the purpose, this was “excessive” and age and nature of illness had to be removed
So what should you hold? Marketing wants to hold “everything” Send me the bulletin Use my email Don’t Text me I’m on TPS [email_address] [email_address] [email_address]
But the law says: “relevant and not excessive for purpose” But relevant to what? To the marketers ambition? To the customer’s needs?
Case Study 2 RSA Security ran a study in Central Park, New York A researcher asked for: Name Address Email Date of birth Place of birth Mother’s maiden name Nearly 85% provided full name, address & email, 70% also provided maiden name! What persuaded people to give all this info?
Case Study 3 Head of MI6 Wife posts pictures and information on FaceBook Names of children Fact that he is “Head of MI6” Address Name Choice of swimwear Do consumers expect privacy online anymore? Do they care?
Case Study 4 “ Behavioural advertising” Consumer pressure forced FaceBook to backtrack on “Beacon” behavioural targeting, except where specifically opted-in BT drops Phorm amid accusations that trial breached EU data privacy law, despite non-investigation by UK IC.
So, is it the law or the consumer? A bit of both Consumers are “behind the curve” but are catching up very fast Age determines attitude: Sub 25yrs – know anything they post is “public domain” and accept the risk – but are actually not really aware of true risk 25 – 55 – 1/3 don’t care, 1/3 do care and 1/3 have no idea 55+ mostly very web-savvy and cautious online
What can you hold? Increasingly less and less Don’t ask for D.O.B.,ask: what is your Y.O.B.? Don’t ask for interests, ask: “ do you buy your pet a gift for Xmas?” Don’t ask for income, ask for PostCode Household income is available as modelled data Make marketers JUSTIFY why they want data and what they plan to do with it. Most data that’s captured NEVER gets used by anyone
How long can you hold data “ not indefinitely” In a recent survey 68% of companies have no defined data retention periods, yet: People move house every 12 years People change job every 7 years People divorce every 7 years People change cars every 2.6 years People change interests/hobbies every 8 months Any data more than 3 yrs old is more likely to be wrong than right Companies MUST be more pragmatic about data and “dare to delete!”
Getting what you want Honesty is the best policy E.g. 3 rd Party consent ……
Getting what you want “Tick here if you would like to receive information and valuable offers from carefully selected partners” Wording on form: What this really means: “We’re desperate for cash and we want to flog you name to anyone who’ll Give us money so they can carpet-bomb your letterbox/inbox with Mindlessly targeted junk that no-one in their right mind would want”
Getting what you want Bad practice
3 cheers for ³󾱳ٳٲ…
Thankyou for your time [email_address] 07768 512445

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How much data can you hold/should you hold for Marketing purposes?

  • 1. How much data can you hold/should you hold for Marketing purposes? Tim Beadle, Director, Marketing Improvement,
  • 2. Overview - What should you hold? - How long can you hold it? - What are the best tactics to get what you want?
  • 3. Why worry at all? Visibility = opportunity for complaint Marketing is highly visible
  • 4. Case Study Provider of OTC medical device In pack registration card Asked for: Nature of illness Age Gender Name & Address Greek Information Commissioner held that: Despite information being freely given and consumer being fully informed about the purpose, this was “excessive” and age and nature of illness had to be removed
  • 5. So what should you hold? Marketing wants to hold “everything” Send me the bulletin Use my email Don’t Text me I’m on TPS [email_address] [email_address] [email_address]
  • 6. But the law says: “relevant and not excessive for purpose” But relevant to what? To the marketers ambition? To the customer’s needs?
  • 7. Case Study 2 RSA Security ran a study in Central Park, New York A researcher asked for: Name Address Email Date of birth Place of birth Mother’s maiden name Nearly 85% provided full name, address & email, 70% also provided maiden name! What persuaded people to give all this info?
  • 8. Case Study 3 Head of MI6 Wife posts pictures and information on FaceBook Names of children Fact that he is “Head of MI6” Address Name Choice of swimwear Do consumers expect privacy online anymore? Do they care?
  • 9. Case Study 4 “ Behavioural advertising” Consumer pressure forced FaceBook to backtrack on “Beacon” behavioural targeting, except where specifically opted-in BT drops Phorm amid accusations that trial breached EU data privacy law, despite non-investigation by UK IC.
  • 10. So, is it the law or the consumer? A bit of both Consumers are “behind the curve” but are catching up very fast Age determines attitude: Sub 25yrs – know anything they post is “public domain” and accept the risk – but are actually not really aware of true risk 25 – 55 – 1/3 don’t care, 1/3 do care and 1/3 have no idea 55+ mostly very web-savvy and cautious online
  • 11. What can you hold? Increasingly less and less Don’t ask for D.O.B.,ask: what is your Y.O.B.? Don’t ask for interests, ask: “ do you buy your pet a gift for Xmas?” Don’t ask for income, ask for PostCode Household income is available as modelled data Make marketers JUSTIFY why they want data and what they plan to do with it. Most data that’s captured NEVER gets used by anyone
  • 12. How long can you hold data “ not indefinitely” In a recent survey 68% of companies have no defined data retention periods, yet: People move house every 12 years People change job every 7 years People divorce every 7 years People change cars every 2.6 years People change interests/hobbies every 8 months Any data more than 3 yrs old is more likely to be wrong than right Companies MUST be more pragmatic about data and “dare to delete!”
  • 13. Getting what you want Honesty is the best policy E.g. 3 rd Party consent ……
  • 14. Getting what you want “Tick here if you would like to receive information and valuable offers from carefully selected partners” Wording on form: What this really means: “We’re desperate for cash and we want to flog you name to anyone who’ll Give us money so they can carpet-bomb your letterbox/inbox with Mindlessly targeted junk that no-one in their right mind would want”
  • 15. Getting what you want Bad practice
  • 16. 3 cheers for ³󾱳ٳٲ…
  • 17. Thankyou for your time [email_address] 07768 512445