Data Accuracy and Compliance

Data accuracy and compliance with data regulations can often slip down the priority list. But they remain vitally important to implement, especially as the Information Commissioner's Office (ICO) has begun to issue fines for breach of data regulations.

Determine the regulations you need to comply with

The first step for a marketing team is to understand the regulations that apply to their organisation and the steps required to comply. To do this you can work with an independent data expert, an agency or enquire with industries bodies such as the Direct Marketing Association (DMA).

Get to grips with your data - improve data accuracy

It's difficult to assess whether you are complying with data regulations if you don't have an accurate view of your data, so a good place to start is a cleaning and deduplication exercise. Many data regulations demand clean, accurate data in order to comply, such as:

Compliance with the DMA code of practice: The DMA's code of practice requires members to keep data accurate and up-to-date and to suppress records in line with industry suppression files such as the preference services.

PAS 2020: Pas 2020, the DMA's environmental policy for sustainable marketing recommends marketers use data suppression products.

Financial Services Compensation Scheme: This initiative requires financial organisations to work towards a single customer view encouraging the use of data cleansing and suppression solutions.