We have been keeping abreast of the upcoming GDPR legislation requirements and also E-Privacy when it comes to direct marketing data and we have also been building in some technology updates to ensure that we can comply when running campaigns on behalf of data owners. As an example, we always time and date stamp contact and complete a structured questionnaire with the data subject. This enables us to track when and how consent was given.
You have a choice with most direct marketing to process data on the basis of “Legitimate Interest” and/or “Consent”. We can help you to by cleaning data and establishing relevance as well as capturing updates to the preferences of a data subject.
The principles behind GDPR are about communicating to your data subjects in a targeted and responsible manner. If you have a legacy database of people who are not relevant or un-responsive then they are probably not worth keeping anyway.
We recommend looking at your data with a view to streamlining it and enhancing it so that you know who you are communicating with and why. This will help in direct marketing effectiveness as well as going some way to prove “Legitimate Interest”.
We can combine the use of telemarketing for the reasons of say inviting your prospects to an event whilst at the same time updating their preferences, that way you will get increased value from your calls.