This document summarizes an event about responsible data practices in buying and selling information. The agenda includes welcome remarks, presentations on data challenges and managing the data value chain, and a client's perspective on buying data. A panel discussion follows with representatives from the Direct Marketing Commission, Opt-4, DataTalk, and Barclays Bank. The event concludes with closing comments.

1. Wednesday 8 July 2015 – 41 Portland Place, London
WIFI: 41 Portland Place Pass: Portland1
Data detailed: how to buy and sell information
responsibly
Sponsored by

2. Welcome from the Chair
Chris Combemale, CEO, DMA Group
Sponsored by

3. Agenda
10.00am Registration
10.30am Welcome from the Chair
Chris Combemale, CEO, DMA Group
10.35am Data – The Challenge
George Kidd, Chair, Direct Marketing Commission
10.45am The best of times and the worst of times
Rosemary Smith, Director, Opt-4
11.05am Data Irrigation? Managing the value chain
Tim Drye, Managing Director, DataTalk
11.25am Buying data: a Client’s view
Fedelma Good, Director, Information, Policy & Strategy, Barclays
11.45am Panel discussion
George Kidd, Chair, Direct Marketing Commission
Rosemary Smith, Director, Opt-4
Tim Drye, Managing Director, DataTalk
Fedelma Good, Director, Information, Policy & Strategy, Barclays
12.15pm Closing comments
Chris Combemale, CEO, DMA Group
12.25pm Lunch and networking
1.30pm Close
Sponsored by

4. Data – The Challenge
George Kidd, Chair, Direct Marketing Commission
Sponsored by

5. Data – The Challenge
• DMC role
• Media coverage and recent cases
• Data Journeys
• Our questions to you

9. DMA members/non-
members
Price comparison sites
Competitions
Risks:
NDA’s
Illegal/unknowing
consent
Due diligence on users?
No ability to check/audit?
Out-sourcing TPS/no TPS?
No client visibility
Over-selling
Business
model/culture
Sensitive data
Use limits
DMA Members
Syndicate Partners
Brokerage/supplier Telemarketer
DATA SOURCE DMA MEMBER BUYER/CLIENT
The Data Journey

10. • Willingness to buy when you know consents are unconscious and the terms are
at best shaky.
• Attitude to comparison sites, competitions and other high risk sources?
• NDA and confidentiality agreements that conceal this (known) fact and prevent
due diligence.
• Pure data businesses relying on others for core data actions: TPS.
• Data businesses not appreciating sensitivity of data.
• Over-selling – by volume, by field ?
• Knowing your customer and their plans. Limiting the intended use of data?
• Aged data – specifically in the lead generation space – is 7 year old consent
fresh because you call them regularly and they never answer ?

11. The best of times and the worst
of times
Rosemary Smith, Director, Opt-4
Sponsored by

12. What the Dickens?
"we were all going
direct to Heaven, we
were all going direct
the other way."
Charles Dickens: A Tale Of Two Cities
(1859)

13. 'There's a dirty trade in
people's personal information'

14. 'There's a dirty trade in people's
personal information'

17. I disliked…Once you`re on the list never
get off, like hell on a
roundabout
cobblers, all it means is they are going to sell
my details
Carefully selected on what basis?
Carefully to ensure customer interest
or carefully to maximise advertising
reach / revenue for the partners?
I don`t want my
details passed
around for money
Carefully selected –
you must be joking

22.  2 suppliers were or had
been on the ICO watch
list because of high
complaint rates
 9 other suppliers refused
to provide evidence/call
recordings
Audit of telephone lead generation – March 2014

23.  Although all calls had a
form of consent, brand
level opt-in to the brand’s
standards was not present
in some cases
 Some scripts came very
close to sugging
Audit of telephone lead generation – March 2014

24.  There was a tendency for
operators to “gabble” the
consent wordings
 Some objections were
deliberately
misunderstood by
operators
 Details were collected from
confused/elderly people
Audit of telephone lead generation – March 2014

25.  Original consent proved
difficult to ascertain.
Some providers were
relying on historic
“public” data from
Electoral Roll or BT
 Some original consents
dated back to the nineties
Audit of telephone lead generation – March 2014

28. Clear valid
consent
Price
Consent
lasts only
6 months
Limited
to named
sectors
Chain of
supply
TPS
Opt-in
for
ecomms

29. Direct to Heaven or Direct the
other way?

30. Direct to Heaven or Direct the
other way?
• This is not going away
• The GDPR will make it
worse
• Data businesses need
to change to survive
• Fairly collected data
should command a
premium price

31. Data Irrigation? Managing the
value chain
Tim Drye, Managing Director, DataTalk
Sponsored by

32. Some Nostalgia?
A route to royalty
Nov 26, 2010
£120 per ‘000

33. Change.org

39. I disliked…

44. Buying data: a Client’s view
Fedelma Good, Director, Information, Policy &
Strategy, Barclays
Sponsored by

47. • Who compiled the list? When? Has it been amended or updated since then?
• How often is the list updated?
• When was consent obtained?
• Who obtained it and in what context?
• What method was used – e.g. was it opt-in or opt-out?
• Was the information provided clear and intelligible? How was it provided –
e.g. behind a link, in a footnote, in a pop-up box, in a clear statement next to
the opt-in box?
• Did it specifically mention texts, emails or automated calls?
• Did it list organisations by name, by description, or was the consent for
disclosure to any third party?

48. • Has the list been screened against the TPS or other
relevant preference services? If so, when?
• Has the individual expressed any other preferences – e.g.
regarding marketing calls or mail?
• Has the seller received any complaints?
• Ask to see a sample of the data.
• Ensure that your obligations are met to maintain and
apply “suppression list” of people who have opted out or
otherwise told your organisation directly that they do
not want to receive marketing from you.
• Is the seller a member of a professional body or
accredited in some way?

49. • Supplier reputation
• Documented process
• Consent
• Data recency
• Complaints / queries / withdrawals

50. Panel discussion
George Kidd, Chair, Direct Marketing Commission
Rosemary Smith, Director, Opt-4
Tim Drye, Managing Director, DataTalk
Fedelma Good, Director, Information, Policy & Strategy, Barclays
Sponsored by

51. Closing comments
Chris Combemale, CEO, DMA Group
Sponsored by