0208 915 1103|sales@thesoftwarebureau.com

About Martin

Martin Rides has 35 years’ experience in the world of Data & Direct Mail. He has worked across many areas of the industry including agencies, mail production and data bureaux. After 9 years running a specialist Direct Mail consulting practice, Martin returned to The Software Bureau as Managing Director in 2015.

Data Powers Progress – But People Still Make It Happen

By |2025-04-01T12:54:21+00:00April 1st, 2025|

We’re living in a data-first world. Whether it’s driving marketing campaigns, optimising customer experiences, or ensuring regulatory compliance, data is the fuel behind every smart decision. But while automation and AI are accelerating what’s possible, it's the human element that ensures data is collected properly, understood, and turned into action. Striking the right balance between automation and human insight is now a defining trait of high-performing organisations. Machines can process at speed and scale, but people provide context, creativity, judgement, and communication. That balance is also reflected in LinkedIn’s latest report on the 15 fastest-growing skills in the UK. Unsurprisingly, AI literacy and the ability to work with large language models are rising rapidly. But so too are deeply human [...]

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23andMe Collapse Sparks Urgent Questions About Data Responsibility

By |2025-03-26T11:15:47+00:00March 26th, 2025|

Once a Silicon Valley darling, DNA testing company 23andMe has now gone into administration—leaving behind not just a troubled balance sheet, but a trove of highly sensitive personal data. Millions of customers entrusted the firm with their genetic information, family histories, and health predispositions. Now, the burning question: what happens to that data? The debate has ignited fears over data ownership, consent, and corporate accountability. In the UK, administrators are bound by GDPR, but the worry remains that valuable genetic data could be sold to settle debts, repurposed without consent, or exposed through weak security controls. This situation highlights a deeper issue: data stewardship isn’t just a technical obligation—it’s a moral one. Companies handling sensitive personal data, especially of the [...]

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Why accurate data matters for outdated demographics

By |2025-03-19T12:34:15+00:00March 19th, 2025|

According to a study by Adlook marketers and agencies are wasting budgets and raising privacy concerns by relying on outdated demographic targeting. The research reveals major flaws in traditional segmentation methods based on age, gender, income, and lifestyle, highlighting the need for more accurate, privacy-conscious solutions. The Flaws in Demographic Targeting Adlook surveyed 1,325 online consumers to determine if they identified with the socio-demographic segments assigned to them through third-party cookie data. Results showed a significant disconnect between targeting assumptions and actual audience composition. For example, only 18% of those targeted as “Women 18-24” fit that profile, while 43% were men and 35% were over 55. Similarly, 52% of the “Mums” segment were men, and 62% had no children. Even [...]

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Direct mail read rates rocket!

By |2025-03-11T16:20:54+00:00March 11th, 2025|

Direct mail continues to be one of the most effective marketing channels, with the latest JICMail data revealing that 77% of mail was read or looked at in Q4 2024—an all-time high since tracking began. At a time when digital channels are becoming more saturated and ad fraud is on the rise, mail has proven its ability to cut through the noise and drive meaningful consumer action. Unmatched Engagement and Response Rates JICMail’s data highlights the growing impact of mail across various industries, including grocery, charity, travel, finance, and healthcare. Business mail commanded the highest attention span, with an average of 191 seconds of engagement per item, while direct mail held attention for 133 seconds across a 28-day period. But [...]

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Why Data Hygiene Should Be a Top Priority for Local Councils

By |2025-03-03T11:15:34+00:00March 3rd, 2025|

Local councils handle vast amounts of personal data, from council tax records to voter registration and social services. Yet, poor data hygiene remains a widespread issue, leading to inefficiencies, wasted resources, and non-compliance with data protection laws. Only recently one local council hit the headlines for all the wrong reasons - mistakenly telling one of their constituents that he was dead! Mistakes happen, but at a time when public sector budgets are stretched, councils simply cannot afford to overlook data accuracy. Every inaccurate record comes at a cost, whether through: Wasted communications – Sending letters to people who have moved or passed away is not just inefficient, it reflects poorly on the council’s ability to manage records. Delayed services – [...]

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Charity AI Task Force: Bringing the Third Sector Up to Speed

By |2025-02-26T11:41:10+00:00February 26th, 2025|

As artificial intelligence continues to reshape industries, concerns are growing that charities are being left behind in the race to harness its potential. To address this, a new AI ‘Charity Task Force’ has been launched, aiming to champion the responsible, inclusive, and collaborative use of AI within the sector. A Collective Voice for AI in the Charity Sector The task force is set to tackle several key priorities: Acting as a unified voice advocating for AI adoption in the charity sector. Encouraging collaboration between charities and key stakeholders, including tech funders, regulators, and businesses. Influencing the responsible, ethical, and sustainable development of AI, both within and beyond the charity sector. Creating a coordinated approach to AI that provides equitable support [...]

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ICO launches Direct Marketing Advice Generator

By |2025-02-12T10:58:31+00:00February 12th, 2025|

The ICO has launched a Direct Marketing Advice Generator, designed to help organisations quickly understand their obligations under the Privacy and Electronic Communications Regulations (PECR) and the UK GDPR. By answering a few simple questions, businesses can receive tailored compliance advice in minutes, covering everything from email and SMS marketing to social media, telemarketing, and direct mail. Why Does This Matter? Failure to comply with marketing laws doesn’t just lead to disgruntled customers—it can result in hefty fines and reputational damage. In recent enforcement action, the ICO fined Money Bubble Ltd and Breathe Services Ltd a total of £290,000 after they collectively made over 4.5 million nuisance phone calls to people who had opted out. Another investigation led to Quick [...]

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Why Data Hygiene Is More Than Just a Marketing Problem

By |2025-02-03T10:19:10+00:00February 3rd, 2025|

When we talk about data hygiene, many think of marketing—clean contact lists, accurate segmentation, and reduced direct mail returns or email bounce rates. But poor data hygiene isn’t just a marketing headache. An article by Cybersecurity expert, Josh Nadeau, published this week, reminds us that it’s actually a company-wide risk that impacts security, compliance, and decision-making. Understanding Data Hygiene Data hygiene, or data cleanliness, is about ensuring that all organisational data is accurate, complete, consistent, valid, uniform, and timely. Without these characteristics, businesses lose trust in their data, making operations inefficient and exposing themselves to regulatory risks. The Hidden Risks of Poor Data Hygiene Security Threats Unclean data makes organisations vulnerable to cyberattacks. Without clear classification of sensitive data, businesses [...]

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Charities Potentially Secure £290m Boost Following Data Bill Amendment

By |2025-01-24T10:51:10+00:00January 24th, 2025|

Charity marketers are celebrating a major win after the UK Government backed an amendment to the Data (Use & Access) Bill, extending the ‘soft opt-in’ provision to third-sector fundraising. This development follows a robust lobbying campaign led by the DMA. Soft-opt in becoming a reality for charities The ‘soft opt-in,’ a rule allowing organisations to send marketing emails to individuals who have previously engaged with them, was initially excluded from the new bill after being present in its predecessor, the Data & Digital Information Bill. In response, the DMA issued a letter in November to the Secretary of State for Science, Innovation & Technology, Peter Kyle, urging the Government to reconsider. Research prepared to support the amendment found that  charities [...]

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Is the Public Sector Ready for the Government’s Turbocharged AI Strategy?

By |2025-01-20T15:45:25+00:00January 20th, 2025|

The UK government has unveiled an ambitious plan to harness artificial intelligence (AI) as a catalyst for national renewal, aiming to revolutionise public services and boost economic growth. However, a critical component of the success of this initiative will be the emphasis placed on data quality and hygiene, which serve as the foundation for effective AI implementation. The Importance of Data Quality and Hygiene in AI High-quality, well-maintained data is essential for training AI models to ensure accurate, reliable, and unbiased outcomes. Data hygiene, which involves the ongoing process of cleaning, verifying, and maintaining data integrity, is equally vital. As Edwina Dunn recently highlighted in an article for Decision Marketing, many organisations fail at AI due to "shoddy data", a [...]

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