DM gurus offer data sharing advice

DM gurus offer data sharing adviceFormer DMA chairs Rosemary Smith and Jenny Moseley (pictured) have joined forces with Fast.Map to launch a service designed to remove the guesswork from the wording of marketing permission statements.
The Data Permissions Benchmark, from Opt-4 and Fast.Map, evaluates marketing permissions obtained using specific wording and provides insights into how and why consumers share their data.
The benchmark also takes into account proposed changes to EU data protection laws – currently stuttering through the European Commission – by using both of the companies’ interpretation of that wording against actual results from thousands of consumers.
As well as predicting percentage opt-in, it claims to help brands to understand which attributes of their statements are encouraging data sharing and identifies those which are discouraging it.
Julia Porter, director of consumer revenues at the Guardian, who just so happens to also be current chair of the DMA, welcomed the new service: “Brands are working hard to increase transparency when collecting data. Knowing how statements will communicate our values to the consumer before deploying them will make sure we are getting the tone of voice right.”
Users of the Data Permissions Benchmark are able to see how wording performs against 14 key attributes affecting sharing.
Fast.Map managing director David Cole said: “If your wording scores high on clarity, control and trust, for example, permission levels are likely to be high.”
Opt-4 director Rosemary Smith added: “Live testing of multiple-data protection statements creates an untidy legacy of consumer promises that brands are obliged to honour, benchmarked research is the sensible alternative.”

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1 Comment on "DM gurus offer data sharing advice"

  1. Read about launch of fast.MAP/Opt-4 Data Permission BENCHMARK in Decision Marketing, http://t.co/FySc7izWFj

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