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ICO Information Rights Strategic Plan

With GDPR just seven months away, consumers are less concerned about the exact details, or what kind of legislation may follow it. The burning questions seem to be whether their data is properly protected, who will be holding businesses accountable, and what privacy rights they possess. As a regulator of all of this, the ICO needs to be consistent and continuous when it comes to giving relevant information: ie, listening to the concerns of the consumer and being able to provide answers. Seeing the impending changes brought about by GDPR as a powerful opportunity to have a positive and direct impact on public trust, the ICO have issued a new Information Rights Strategic Plan. Rather than being about procedures, policies, or paperwork, it focuses more on how businesses can make a difference to the trust people have in what happens to their personal data.   For anyone engaging in the

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Why Keep Your Data Clean

According to Hubspot, 42% of B2B marketing professionals state that a lack of quality data is their biggest barrier when it comes to lead generation. Meanwhile, ZoomInfo says although 62% of businesses rely on prospect data – 40% of their objectives fail because of their data’s inaccuracy.   It comes as no surprise then, that in order to achieve ROI from your customer and prospect data, keeping it clean is an absolute must. Improving the accuracy of your data enables you to deliver campaigns that are more targeted, and therefore more effective in terms of increasing lead generation. Your reputation is kept safe, since you won’t be contacting prospects who have asked you repeatedly and with increasingly less patience, to remove them from your mailing list.   With GDPR on the horizon, you should also ensure your business practice is compliant when it comes to upholding your data subject’s privacy. For

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Profiling: What the ICO Has To Say

The use of profiling can help businesses understand more about their target audiences, make better informed decisions about who to reach out to, and process data with better intelligence. Such information can give us insights into how a person behaves and what their personality is like, as well as what their interests and habits are – through consumer, social, or user profiling. With the evolution of profiling technology to help us achieve our marketing goals, it’s no wonder more and more businesses are using this technique to help widen their competitive gap.   However, if your profiling activity results in unfair discrimination, you may need to re-think your strategy now in preparation for GDPR. Lets’ take a look at the benefits and risks according to the ICO:   Benefits: More effective market segmentation Enables risk and fraud analysis Aligns offers and prices with individual consumer demand Contributes to improvements in

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How To Target The Right Audience

Getting content that’s relevant and engaging to the right people continues to be a big challenge in the world of B2B marketing. Which is why regular checks to test the quality and accuracy of your persona and contact data is crucial, in order to achieve success across your sales and marketing objectives. Salesforce.com joined forces with LinkedIn and Data.com, to analyse over than 15 million data points over four years starting in autumn 2014. Their goal was to produce detailed audience insights that would help marketers understand how to deliver campaigns and get results with increased accuracy. In an interview Mathew Sweezey, Principal of Marketing Insights at Salesforce.com, Brian Carroll of B2B Lead Blog discovers what he thinks are the key points to learn from.   Gathering information vs email addresses As Sweezey points out, the only thing Salesforce can tell us about a contact is whether their email address bounces. However,

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Customer Experience Magic: Principle 1 – Always Innovating, Always Problem Solving

Whilst you’ve probably heard many companies talk about CXM (Customer Experience Management), at IZEN we believe that no customer wants to be “managed”. Instead, we think it’s all about Customer Experience Magic. This is what CXM means for IZEN; going above and beyond our call of duty to produce results that make our customers feel extra special, and have them quite literally, jumping for joy. When you partner with us, our CXM is underpinned by four fundamental principles to help make your life as a B2B marketer easier and more enjoyable. The first of these principles is what we’ll be focussing on today, our ability to constantly innovate whilst solving your problems.     Our Mission Our aim is to listen to you at all times and offer solutions based on your unique business challenges, goals, and subsequent needs. As an external agency we take an outside-in, objective view of

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5 Key GDPR Obligations Infographic

As an ISO27001 accredited company, we’re already working to the highest possible standards when it comes to GDPR compliance. From May 25th 2018, you’ll need to ensure you’re encrypting data and upholding the privacy and integrity of the information you’re handling. In order to reduce risk and avoid hefty fines, you must start preparing now.   Did you know that 26% of businesses are not on course to meet the changes that will be imposed by GDPR? We’ve prepared this infographic to walk you through the five essential, key obligations you need to abide by in order to stay compliant. It also explains the steps we can take to ensure your business takes accountability of your subject’s data privacy and upholds subject data rights:     To prepare for GDPR and ensure you’ve taken all necessary steps to avoid a potential fine of 4% of your annual worldwide turnover, or

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Data Management Part 2

Purchasing data may seem like a quick and easy way to gain access to contacts who have opted in to receiving marketing. The reality is, if a shortcut seems too good to be true – most likely it is. By relying on purchased data you’re at risk of damaging your brand, losing customers and prospects, and wasting a whole lot of time and money in the process.   Yet time and time again, we see marketers make the fundamental mistake of considering data a purely tactical element in their campaign activity. They use it merely as a support mechanism, losing sight of what marketing is – and should be – about. Acquiring lists that have been passed around a myriad of times, offer no competitive advantage, and lack any insight into segmentation beyond the rudimentary demographics still (shockingly) seems to be the the go-to option for many businesses. Let’s take

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Using GDPR As A Framework For Success

With the General Data Protection Regulation (GDPR) set to be implemented in the EU by May 2018, this is the final year for you to adapt and make the necessary changes. All organisations which handle personal data will need to comply with the requirements of the regulation, which has obligations around subject consent, data breach notification, and the processing and transfer of data. Still, despite the masses of information available surrounding GDPR and what it means, only last month research by the DMA reported that despite  93.6% of businesses believing that GDPR is applicable to their business – 62% have no plans in place to prepare for GDPR.   With the potential of substantial fines of up to 4% of global revenue being imposed for non-compliance e.g. administrative failures and security breaches, your business needs to start preparing for the GDPR now. Additionally, GDPR has consequences in other respects. There

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Data Management Part 1

Welcome to the first in a two-part blog series focussed around data management. In this article we’ll be opening up the subject of GDPR, why it’s essential to comply, and how the importance of the human touch When it comes to gaining permission to market, the more opt-ins your database contains, the higher your conversion rate will be. It makes sense therefore that your focus should be on the quality of your data vs quantity. Using GDPR compliant processes means the size of your database might shrink – BUT from less contacts, you get a better return rate.     Many of our clients approach us with the problem of having large quantities of badly qualified or unqualified data, which leads to a negative impact on their conversion rate. Complying with  GDPR means tightening up on process when cleansing data, helping to maximise the quality of your contact information. The

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Artificial Intelligence vs The Human Touch

AI has come a long way since the term was first coined by Stanford professor John McCarthy in 1956. Gartner predicts that by 2020, 85% of customer service interactions will be powered by AI bots. Even sooner than that, Gartner says in less than two years-time digital assistants will be able to mimic human chat. That not only includes listening and speaking, we’re talking conversing with a sense of history, present-moment context, varying tone and an awareness of timing. They’ll “know you” and recognise your face, just as a friend would. Freaking out yet? Rewind back to current day. In today’s world, although chatbots have been around for years and seem to be advancing extremely quickly, the limitations are prevalent. Since Facebook Messenger’s WeChat debuted at its F8 developers conference last April 2016, tests report that the technology “could fulfil only about 30% of requests without human agents.” To add

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