Concerning new figures recently released by the Chartered Institute of Marketing (CIM) show that half of all consumers (57%) do not trust an organisation to use their personal data responsibly. A separate report by CIM also showed that while 42% of people receive marketing via social media at least once a day, and over a third (36%) receive calls once a week or more, half the UK public (50%) say the marketing they receive is never relevant to them.
This is why Augmentable Marketing is 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/supporter data.
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/ charities 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 coming into effect in May 2018, getting data right will also become a legal imperative – making it even more crucial for businesses/ charities 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 re-building customer/supporter trust.
Augmentable Marketing 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
Top Five Tips to Prepare for GDPR
by Duncan Smith, CIM Course Director
In today’s customer-led world, responsible management of customer data is a business critical issue, especially with new General Data Protection Regulation (GDPR) coming in 2018. Duncan Smith, CIM’s GDPR expert, offers business leaders and marketers the following top five tips to prepare for compliance with the new legislation.
- Start now. Commence planning your General Data Protection Regulation change programme now as there are several steps required to ensure your organisation is compliant before May 2018.
- Find or hire someone that will make your GDPR problem interesting. If you can make the problem compelling and the solution constructive, you will bring people on board with the change programme. The ideal person for the job will be someone who is working with customer data to develop insights for your organisation, as they understand how the business wants to use data.
- Identify which processes may cause harm. Make a hit list of the processes that are most likely to cause harm to an individual, or the organisation. For example, a GP clinic that manages people’s sensitive health data could cause serious harm to individuals if it mishandled a patient registration process. Once potentially damaging processes are identified, you assess how the data flows through your organisation to mitigate potential risks.
- Identify the external threats and internal errors posed to data management processes. You may have used an agency to create a data capture device, website or landing site – this is an external third party. You need to ensure third parties are capable of writing the programme and the privacy notices that comply with GDPR. Internally, your organisation needs to mitigate errors by ensuring staff are appropriately trained.
- Put an Information Governance Framework (IGF) in place. An IGF is a risk register that can be used to identify, review and act upon data management issues accordingly, by those with the appropriate levels of experience and responsibility.
Still struggling to get your data right? Email us at firstname.lastname@example.org or call us on 0333 5776887 for a free marketing review.