Callcredit Information Group releases marketing data with enhanced consent from its Define consumer database
Callcredit Information Group, one of the UK’s leading providers of marketing data, is releasing marketing data with enhanced consent from its Define database, one of the largest, most accurate and most verified consumer database of its kind in the UK.
In January, Callcredit Information Group announced it was strengthening its requirements regarding the form and content of the Fair Processing Notices (FPN) and supporting Privacy Policies used by its data suppliers to gather marketing data, and took the decision to suspend the supply of data for prospecting by telephone, email and SMS from its Define database until it could meet this new standard.
Since January, the company has been working closely with its data contributors to adopt the new approach and no longer accepts data from any contributor which is unable to comply with the new standards of good practice for prospecting by telephone, email and SMS.
Steve McNicholas, Managing Director, Marketing Solutions, Callcredit Information Group said: “Direct marketing has a significant role to play in linking consumers to the products and services that interest them. The action we took to strengthen our requirements as to FPNs and supporting Privacy Policies has three major benefits. First, it has created a pool of data with enhanced consent in terms of channel preference and sector permission, so clients can be confident that consumers have consented to being contacted by companies in their sector and using their channels of communication; second, it maintains consumer privacy; and, third, it enables us to extract very precisely defined prospect lists that empower clients to more accurately target prospective customers.”
Callcredit Information Group introduced the enhanced requirements following careful scrutiny of the Information Commissioner’s Office’s guidance on direct marketing and recent decisions by the First Tier Tribunal . This will further strengthen Callcredit Marketing Solutions’ position as a leading provider of consumer data in the UK marketplace.
Continued McNicholas, “As an industry we need to adapt to providing more of what consumers want, which includes how they want to be spoken to and what is of interest to them at a specific point in time. Knowing this will allow brands to engage with more relevance for better results.”
[1] A Fair Processing Notice provides brief information about how personal data will be processed and provides a mechanism for individuals to indicate their consent to such processing. Privacy Policies provide more detailed information on that processing including the organisations with whom the data will be shared and for what purposes.
[2] ICO Direct Marketing Guidance
[3] The First Tier Tribunal is the judicial body to which enforcement decisions of the ICO can be appealed.
