News
 The
Results are in--List Abuse Quadruples
An annual study from data value management
specialists DQM Group has revealed that the misuse
and abuse of marketing lists has quadrupled since
2001. This is a major warning signal for list owners
to better police the use of their valuable data
assets more closely.
The Associations & Societies sector has climbed up
from second to worst offender out of all sectors
analyzed, while last year’s top offender, Utilities,
has evidently cleaned up its act and is no longer
featured in the worst offenders’ category. The other
main offenders are Advertising, Conference and
Exhibitions, Public Relations, and Charities (which
was one of the most compliant sectors last year).
Sectors that have improved their standards of
adherence to license terms are Security, Sales
Promotion, Retail, Telecoms, Travel and Recruitment.
Data abuse is a rapidly growing problem in the UK.
In both the private and public sectors, we hear of
major security breaches over personal data. This
list abuse is having a disproportionate affect on
recipients’ perceptions in a world where concerns
about data privacy and security are being heightened
by high-profile data breaches and public concern
over such breaches is becoming more and more
voluble.
Availability of high quality lists for marketing
campaigns is an increasing challenge for marketers.
Opt-out has increased dramatically, available names
from the electoral register have plummeted, and
mandatory restrictions – for telephone marketing at
least – have now crept into the B2B marketing sphere
too.
However, misuse of lists reduces response rates and
increases consumer dissatisfaction of DM from ‘over
marketing’ and use of out-of-date data.
Unsurprisingly, response rates to direct mail
campaigns have fallen in the last two reported
years, putting further pressure on campaigns to find
high-performing lists to achieve their marketing
targets.
Adrian Gregory, Managing Director of DQM Group,
comments: “Effective DM relies on the availability
of high quality lists. Yet if list owners continue
to experience the rise in abuse charted by the DQM
Group List Abuse Index, then some will decide not to
market their valuable data assets, they will
encounter rising levels of opt-out, and marketers
will find it increasingly difficult to obtain good
quality data as a result. The aim of our annual
conducted survey across the many thousands of list
purchases we track each year is to highlight the
scale and raise the awareness of the problem and its
implications. Abuse of marketing lists is no longer
a simple issue for data owners around lost revenues.
They need to be much more concerned about potential
brand damage and the broader negative impact on
consumer perceptions of DM”.
---Source:
Adrian Gregory of DQM Group can be contacted at 0870
242 7788 or e-mail him at adrian.gregory@dqmgroup.com
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