Back in the mid 90s, I visited the DMA Annual Symposium in Dallas (unfortunately the least exciting venue on its annual rota) and aside from a few international marketers, many of the attendees and exhibitors didn’t even know the UK had a direct marketing industry let alone that, even back then, we were facing the same challenges particularly concerning data protection legislation.
With a stereotypical gung-ho attitude many of them were blind to the warning signs that data subjects wanted to take back control of their data or at least restrict its use, and politicians were taking heed.
Well nothing changes, in a recent ‘Big Data’ survey conducted by Neolane in the US, they discovered that 80% of marketers are either somewhat or not very prepared to handle the new rules and regulations of marketing data governance.
Over on this side of the pond are we more prepared for the impact of the new Data Protection Legislation, published by the European Commission in January 2012?
DQM Group commissioned exclusive EU data protection research assessing 14 critical and fundamental changes to the current legislation to assess the UK’s preparedness.
Whilst trying to avoid a spoiler alert for the research, the following action points conclude the research and will perhaps allow you to judge how prepared you are in benchmarking your existing practices and processes against the impending changes to the Data Protection Act:
Whilst the new legislation is still at its lobbying stage these actions are essential in good data governance practice and to badly quote Edward de Bono “you must flexibly be prepared to deal with various possible futures”