Understanding why consumers are quick to withdraw the privilege of using their data for marketing purposes is not terribly complicated. However, the factors that lead consumers to entrust their data with companies in the first place, and how companies continue to retain the confidence of these consumers, are not immediately obvious. To close this knowledge gap, the inaugural DMA / fast.MAP Data Tracking Study provides an in depth analysis of why consumers share their details with brands. It also takes a look at the details they’re willing to share and what secures their confidence that the data holder is capable of storing their information safely and using it correctly.

According to the findings of the report, simple trust in the brand is by far the most compelling reason that consumers cite for their willingness to handover their details. Having a relationship of sorts with the customer also matters, as does providing a service the consumer regards as essential. People are most willing to share a broad range of details when buying products online than under any other circumstances.

Consumers are now fully aware of the value and vulnerability of their data – a fact which all too many brands have ignored at their cost. The biannual Data Tracking Study provides fascinating insight into what consumers think we are doing right and what we are doing wrong in using their data for marketing purposes.

The Data Tracking Study can be downloaded from www.dma.org.uk/research
(DMA Members only)

This month’s issue

In this month’s Infobox our lead author, David Hughes of The Email Academy addresses the concerns he has regarding marketers relying on ‘open rates’ as a valid measure of success of a campaign; News International’s Rupert Harrison assesses the future for cold email lists; Sara Watts of Data Media And Research looks at why claims made by some companies selling third-party data aren’t always what they seem; Skip Fidura of dotAgency tells us why he likes US shoe brand Teva’s Waterkeeper Alliance campaign; and in this month’s special report for DMA members’ eyes only, we take you through 10 ways to integrate your email marketing and social media.

It’s time to get tough on open rates, David Hughes, The Email Academy
Is there a future for email list rental? Rupert Harrison, News International
Third-party list rental: does size really matter? Sara Watts, Data Media and Research
Campaigns we like: Teva’s Waterkeeper Alliance. Skip Fidura, dotAgency
Special report: 10 Ways to Integrate Email Marketing & Social Media (DMA Members only)

Read the full issue