PM_220208_p009 20/2/08 17:02 Page 9
February 22 2008 PrecisionMarketing 9
Data
Richard Webster
Commercial director
Demographics ‘will
DLG
be irrelevant online’
As always, change
Gemma Hummerston
that general behaviour, atti-
tudes and interests are starting brings opportunity
Traditional ways of selling to to blend together.
customers based on demo- Gartner principal analyst
graphic information such as Adam Sarner says: “The reality
age and gender will become of ‘Generation Virtual’ creating The irony of today’s brave
irrelevant in the online sector, anonymous online personas, and
according to information tech-
nology company Gartner.
‘‘
Data-driven new world of 24 hour news
the sheer power of their growing
marketing has
and messaging delivered
influence in an online environ- wherever we are, through
Companies will need new ment, means companies must
been a
whichever communication
skills and techniques to engage change their methods of acquisi- channel we are tuned to, is
with and remain relevant to tion and relationship building.
standard-
that in spite of us having
‘Generation Virtual’, which is “CRM-focused companies access to more
based on demonstrated achieve- and particularly their market-
‘‘
bearer for
information, we struggle to
ment, accomplishments and Online shopping ing departments must take disseminate the critical
preference for the use of digital New rules apply notice of this change and
innovation
from the speculative.
channels and is the recognition engage with online personas.” For example, to look back
over the last six months at
some of the issues which are
Mortascreen
affecting the data industry, we have extensively read or lis-
G2 Data Dynamics in
tened about: concern about the environment, the global credit
bid to combat
crunch, data security, the surveillance society, the shrinking of
ad revenues in traditional media and of course the possibility of
consumer panel launch outsource scam
recession. On the face of it, you could be forgiven for thinking
that the outlook for those of us in data looks gloomy.
However, because of the speed of information delivery, its
Customer strategy and data ViewPoint offers a measura- Millennium, the company availability through the Internet, and with the multiplicity of
insight company G2 Data ble, cost-effective solution to behind the Mortascreen communication channels, there is a greater source of news,
Dynamics is launching View- campaign research, which can deceased suppression file, debate and discussion on issues as and when they develop. But
Point, a consumer research deliver integrated campaigns has launched an accreditation as most rational commentators observe, challenges are simply
panel that will gauge public and solve the problem of data- logo for all direct bureau part of the rich pattern of business life.
opinion on campaigns, market- led campaigns that have been licence holders to display on The critical point is whether organisations are able to rise to
ing messages and products. negatively influenced by poorly their websites and promotional the challenges that circumstances create. It would be hard to
The ViewPoint panel, which targeted creative, offers and literature. argue that data-driven marketing hasn’t been a standard-
has been set up in association messages. The accreditation logo allows bearer for innovation or that we have been slow to evolve to
with marketing measurement data bureaux to show existing the environment of recent times, or that we hadn’t seized
company CCB FastMap, will be and potential clients that they opportunities as they have presented themselves. The sharpest
made up of 30,000 UK con- are licensed to directly use the direct marketers will continue to do so, creating opportunity
sumers and will allow realtime Mortascreen file and that they out of uncertainty and not just surviving, but thriving.
research via the Internet. do not outsource to a third I for one welcome the challenges. It is clear that the direct
It will enable clients to send party. marketing industry holds a prominent position at the coal face
questions, images, audio and Mortascreen contains over 6 of the environmental argument, that it can certainly rub shoul-
video files about creative mes- million deceased records that ders with those on the moral high ground of the personal data
sages, offers, prices and prod- are constantly updated. security debate – and that it is on the frontline of the expan-
ucts to an online panel and Mortascreen product direc- sion and rapid sophistication of digital advertising.
receive the results via a Web- tor, Karen Webster comments: Change always brings opportunity. As Harold Macmillan
based interface. Within a few “We’ve launched this scheme to famously once said to a journalist who asked what most clearly
days, G2 Data Dynamics will be Consumers minimise misunderstanding dictated the course of government – applicable equally to busi-
able to tell a client what appeals Panel will be made up of 30,000 and encourage best practice in ness – “Events dear boy, events”.
to whom and why. the market.”
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