DM p4-6 News Dec08.qxp 02/12/2008 10:23 Page 4
News
ICO new powers Jaywing Smartlists offer access
The Information
to 5m mail-receptive consumers
Commissioner will be given
the power to issue fines for
D
ata specialist Jaywing has households), child savings plan set-up fee of £1,000.
reckless or deliberate loss of launched a series of (360,000 households) and chari- Shaun Crawford, a consultant
data under new proposals Smartlists, datasets of more ty donors (1.4m households), at Jaywing, said: “Lists remain a
from The Ministry of Justice, than 5m direct mail-receptive charged at £140 per 1,000. vital resource for clients to iden-
following a three-year consumers. Compiled using Option number two lets mar- tify and target potential cus-
campaign by Richard information garnered from keters create their own, bespoke tomers. By building in these
Thomas, the Information more than 25 consumer-facing Smartlist using a combination analytical elements, our clients
Commissioner. companies, the Smartlists offer of more than 300 lifestyle vari- can ensure they buy the most
Deputy commissioner marketers a range of new ables, at the same price point. appropriate data at the outset,
David Smith said: “These options. The final option is a Smartlist vastly improving their targeting
new powers send a strong The first Smartlist gives mar- tailored to a client’s specific whilst improving the relevance
message that data protection keters the ability to choose from needs by Jaywing, based on the of the communication ultimate-
must be taken seriously. a series of consumer categories, client’s own customer database, ly received by consumers.
including mother and baby with Jaywing identifying the “Our three-tier option means
Grove buys GIS (280,000 households), young most relevant data match. This every client can be smart, and
family (540,000 households), option is again charged at £140 cost-effective, about the data
West Midlands-based Grove mail order mums (480,000 per 1,000 but incurs a one-off they acquire.”
Industries has acquired
direct marketing services GI
Solutions Group (GIS) for an
Lloyd James unveils new PRiMe
undisclosed sum with Grove
Industries boss David Grove
prospect database solution
becoming chairman of GIS. The core PRiMe service is
The rest of the company will L
loyd James Group has the relationship between cus-
launched PRiMe, a central tomer and prospect profiles, and rolled into a single fee charging
continue to be run by the prospect database solution for to test out campaign strategies. structure of £150 per 1,000
existing management team, new customer acquisition cam- According to the company, prospects targeted with no up-
lead by managing director paigns seeking to improve UK marketers can no longer rely front costs, facilitating cam-
Robin Welch. response rates and return on on revenues from existing cus- paign ROI measurement.
Grove says: “The GIS investment. tomers alone, as consumer Darrell Linehan, client servic-
business is profitable, with PRiMe brings together a UK spending falls across the coun- es director, commented: “PRiMe
excellent customer and prospecting universe from a try. The new PRiMe service can allows marketers to utilise a rich
supplier partnerships and a variety of large scale data provide the basis for construct- prospect universe. When cus-
real understanding of sources, allowing users to draw ing a fully bespoke prospect tomer behaviours change, they
customers’ needs. It also has on a rich source for prospecting database, incorporating specific can be applied to the prospect
an unparalleled expertise in campaigns, and to analyse and data combinations that suit the universe, and new selection cri-
digital printing and customer refine prospect segmentation individual company’s require- teria developed and specialist
communications.” strategies to better understand ments. niche lists can be modelled.”
DILBERT
4 Database Marketing December 2008 www.dmarket.co.uk
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