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Why Homemover Trends Mean Marketers Must Get Smart With Address Data

By |2025-04-17T09:21:06+00:00April 17th, 2025|

The Shift from Moving to Improving New research reveals that the traditional pattern of moving up – or down – the property ladder is being replaced by a trend for staying put and adapting the current home to suit evolving needs. According to The Way We Live Now 2025 report from B&Q, flexible working and multigenerational living are driving a major rise in DIY. Nearly two-thirds of families have remodelled their homes to accommodate changing needs, and many now see their current property as their ‘forever home’. A significant number have carried out or are planning major transformations, such as extensions or reconfigurations, while others are staying put due to financial pressures like mortgage affordability or lack of deposit. Meanwhile, [...]

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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Why accurate data matters for outdated demographics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According to a study by Adlook marketers and agencies are wasting budgets and raising privacy concerns by relying on outdated demographic targeting.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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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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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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Why the Metaphorical Pen is Mightier Than the Digital Sword

By |2024-12-04T14:58:01+00:00December 10th, 2024|

In a world dominated by fleeting notifications and endless scrolling, the enduring impact of the printed word stands out more than ever.  The phrase "the pen is mightier than the sword" has become a timeless adage, but in marketing, it might be more accurate to say the pen is mightier than the screen. Direct mail—tangible, thoughtful, and tactile—commands attention and creates connections in ways digital mediums struggle to replicate.  The Unique Power of Print: A Cognitive Advantage When was the last time you truly savoured an email? Unlike digital communications, printed materials demand attention in a way that feels immersive and personal. Research consistently shows that the brain processes print differently—and often more effectively—than digital text. For instance, a study [...]

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Totally Mailed It: Marketreach Amplifies Direct Mail’s Enduring Impact

By |2024-10-21T09:19:47+00:00October 21st, 2024|

Marketreach has unveiled a new campaign: "Totally Mailed It which is underscoring the relevance of DM in today’s marketing mix. Whilst it isn't revealing any great secrets, after all we all know direct mail works, it is arming us with fresh ammunition to reinforce that message to our clients. In a world where digital spend dominates, this campaign reminds us why direct mail continues to be a powerhouse in the marketing mix: Tangibility: Physical mail creates lasting impressions, with 33% better recall than digital ads. In a sea of ephemeral content, something you can hold stands out. Personalisation: It's not just about adding a name - it's about relevance. The campaign highlights how tailored messages drive significantly higher engagement rates. [...]

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Ensuring Data Accuracy in the Age of AI: A Lesson from AI-Generated Mistakes from across the Pond

By |2024-08-07T09:55:32+00:00August 7th, 2024|

In recent months, significant incidents have highlighted the pitfalls of AI when it comes to maintaining data accuracy in public records. These events serve as a crucial reminder of the importance of data hygiene, particularly for organisations that rely on precise data processing. The Incident: Pregnant Woman Wrongly Accused One notable incident involved a pregnant woman in Detroit who was falsely arrested based on AI-generated evidence. Porcha Woodruff, eight months pregnant at the time, was wrongly identified by an AI system as a suspect in a carjacking case. This led to her wrongful arrest and detention for 11 hours, causing her significant emotional distress and physical complications leading to hospitalisation. This case is part of a broader pattern, with several [...]

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