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Re: [projectvrm] Is This the End of Direct Marketing in the UK


Chronological Thread 
  • From: sylvain willart < >
  • To: Mary Hodder < >
  • Cc: Project VRM < >, Doc Searls < >
  • Subject: Re: [projectvrm] Is This the End of Direct Marketing in the UK
  • Date: Wed, 18 Dec 2013 08:20:12 +0100
Basically, it forbid websites to use cookies without explicit user content. They had meetings with BigCo's for the last two years about it.
They also proposed different frameworks for proper consent collection.
Last, they released CookieViz software (which very much look like a french version of Collusion) for users to see what information is harvested by which company.
Sylvain


2013/12/16 Mary Hodder < " target="_blank"> >
The Open Notice group is working on a schema and system to do this consent work.. 

In January, we hope to have something to share.

mary

On Dec 16, 2013, at 11:34 AM, Peter Cranstone wrote:

Well - practically speaking I think it’s going to all about ‘trust but verify’ coupled with a lot of auditing.

Lets step through the first part…

  1. where consent is obtained from the customer to receive DM, separate opt-in consent must also be gathered in order to send DM messages on each and every other marketing channel;
  2. a higher burden of proof of customer consent is now required to be shown by marketers, irrespective of whether the marketing channel is telephone, mobile, email or automated calls;
  3. marketers will now need to keep a detailed record of how and when customer consent was obtained; what was actually said at the time of data collection and these records must now be available for inspection by the authorities on an ‘on demand’ basis, irrespective of the retrieval costs to business;
  4. marketers won’t be able to use any form of incentive as a condition to encourage customers to sign-up to receive information about products and services;
  5. statements currently used by marketers such as “by signing up you agree to…” will now need to be accompanied by a prominent opt-out box;
  6. opt-in permission collected from customers to disclose their details to third parties (for example, for list rental purposes) will only be reliable for a maximum six-month period and as a result will make investment in compiling commercial data assets uneconomic;
  7. where the brand owner is a group of companies, and appropriate customer consent has been obtained to receive DM from one of those companies, the brand owner will now need to spell out in detail the various other entities that are part of the group and separate consent must now be obtained to receive DM from each of those separate companies; and
  8. list brokers and list owners must now comply with a higher burden of proof that consent was obtained from every person on that list and the form of that consent will now need to be made known to third parties that rent such opt-in lists for sales and marketing purposes.

  1. By what what ‘technical’ mechanism does the vendor obtain consent from the customer? Does this technical solution scale to ALL messages on every other marketing channel? As the web is a stateless protocol how does the vendor really know that I gave consent or not? This is a hard problem to solve - check out the TPWG forum for all the arguments on this.
  2. By what ‘technical mechanism’ does the customer and the vendor verify consent? Where’s the audit trail?
  3. This is going to drive UP costs - ergo (IMO) this drives a real need for VRM to quantify the real value of my data so that these costs can be better contained. Otherwise inflation is going to take over
  4. Marketers won’t be able to use any form of incentive as a condition to sign up customers - no worries - how about allowing the customer to use his/her data as an incentive to marketers to do a better job. We’re then back to By what what ‘technical’ mechanism does the consumer do this AND how does this take place in REAL TIME AND By what what ‘technical’ mechanism is it remembered?
  5. More work for the Vendor - perfect opportunity to showcase a better solution
  6. Opt-in permissions need to happen in real time and be valid for that ‘time only’. With mobile data is stale quickly so a better mechanism needs to be available to both customers and vendors to effect the ‘exchange of value’ 
  7. I doubt customers will read this - because we’re all about instant gratification - instead this drives up the costs for the Vendor. Enter the perfect opportunity to showcase a working solution that drives down this cost.
  8. Audit trails
I’m now back to 4 words - Show Me The Money. In every meeting I go to now I get asked that question, and in every meeting I show a slide that quantifies how value is extracted from the Vendor Customer relationship. In one case recently it was in the tens of millions. I still cannot prove it empirically but as I point out - the alternative to doing nothing means that your costs will go up.





Peter

From: Graham Reginald Hill < " target="_blank"> >
Date: Monday, December 16, 2013 at 4:20 AM
To: Project VRM < " target="_blank"> >, Doc Searls < " target="_blank"> >
Subject: [projectvrm] Is This the End of Direct Marketing in the UK

Hi Doc
 
I saw this in Brand Republic's daily newslatter
Marketers Face Double Legal Whammy in 2014
 
It describes sweeping changes, introduced by the UK government and the EU, that will place significant new hurdles in front of direct marketers in the UK. It heralds the need to make fundamental changes to the practice of direct marketing; in the direction of offering significantly more value to customers to drive involvment, engagement and relatinship building, at significanrtly increased cost to marketers. 
 
What does this mean for the prospects for VRM, as CRM becomes more difficult and expensive?
What must VRM solutions offer to marketers to work together with CRM?
What are the implications for these changes for customers?
 
I look forward to PRACTICAL suggestions from the VRM/CRM practitioners out there.
 
Best regards from Bristol, Graham
 



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