This week our Star Letter goes to Mark Dryden for his comment under the article: Managing your data is a valuable priority.
He said: “There’s probably two things here – first, data is reactive. Sure, accessing and then marketing a client bank is a good starter for ten. The real money is insight where you’re interacting with the client at the right moment and that can be either timely (e.g. legislative changes) or through genuine analytics.
“Second, General Data Protection Regulation (GDPR) currently has the nature of “consent” under consultation but double opt-in and verifiable consent for marketing is going sink the expectations of those languishing client banks into obscurity.
“The smarter systems / organisations will be prompting people to protect this valuable resource.”