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data

How Channel 4 made data sharing fun for me – no really!

An email I got from Channel 4 the other day got me thinking about data privacy from a consumer's perspective. I recently registered on 4oD so that I could watch stuff from the archive, which meant sharing some personal data. Like most people, I don't do small print and always click on the 'I agree' button to avoid wading through pages of

Digital consumers in a digital age

The internet has become an integral part of so many activities – whether that is paying bills, booking holidays, shopping or even finding love – and its use is only continuing to grow. While there are plenty of ways of segmenting audiences along more traditional lines and channels, with an element of online behaviour considered,

Integration disintegration

Taking an integrated approach to relationship marketing is now de rigueur across the industry. However, while many organisations claim to deliver fully integrated campaigns, in reality they are no more integrated than they were 30 years ago.  They simply exploit more channels than had previously existed. The battle over what should

Time to dump flawed sales bonuses that encourage mis-selling

How do you stop mis-selling in financial services? To my mind it's very simple: put the customer at the heart of what you do. There are three very important letters in the financial services sector: TCF - Treating Customers Fairly. It sounds very simple and almost old fashioned, but TCF is about doing things the right way. It's about

Midata means businesses must get a handle on consumer data privacy

Consumer data access is an issue that should be high on the agenda of any business that depends on collecting and using consumer data for commercial activities. While some innovative companies have made great progress in meeting this challenge, many others are lagging behind. This is why the Government is proposing to give consumers a

Marketers: Do you know what interests people?

“The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it's an ad.” Howard Gossage. I’ve used this quote from ‘The Socrates of San Francisco’ as a bit of a touchstone in recent years. At face value, it’s a call to creatives to develop ideas that meet a human need or spark

Give your CRM a personal touch

Over the last few years, customer relationships have become harder than ever to manage. This shift is partly due to customers receiving more generic rather than targeted information and offers. Marketers, therefore, need a strong customer relationship management (CRM) strategy to effectively connect with their customers. CRM has been

SCV: Don’t treat consumers as a field in a marketing database

Today’s consumers are increasingly comfortable with communicating across multiple channels. This channel-savvy mentality means that they expect brands to understand who they are, what they want, when they want it and connect with them in the way they have requested. In other words; they expect interactions to be personal and to be

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