Why Marketing Automation Won’t Work Without Data Quality Measures

Why Marketing Automation Won’t Work Without Data Quality Measures

Yesterday, actually it was a normal day for me, I again experienced why marketing automation won’t work without data quality measures. I attended a webinar by a French marketing automation company who had a really nice tool to track customers on the website and collect leads for further processing. They have put much effort on a rule based engine to segment leads and a state of the art backend to have a nice working environment. I then asked: What happens if a person mistyped his e-mail address? What happens if a person set fills out his name in lowercase? What happens if the person has a typo in the postal address? First there was no answer. But then the webinar leader said: Why should someone do that? The answer is easy: Because we are human! There is a certain percentage of people who are not 100% concentrated when filling out a form. Maybe because they are using their smartphone where a typo can happen very easily, or they simply don’t know their correct e-mail address (I have often seen Austrian or German e-mail addresses with @gmail.at or @gmail.de – but, as we all know, there is only gmail.com).

So this sophisticated ...


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How the GDPR will boost the Megatrend of Human Data Responsibility

How the GDPR will boost the Megatrend of Human Data Responsibility

First of all some basic facts about the General Data Protection Regulation (GDPR). If you haven’t heard about it, you should now pay attention and get some further information by visiting http://www.eugdpr.org/ or https://dsgvo.tips (for german readers). The GDPR will affect everybody working with personal data and is one of the major aspects of Human Data Responsibility (HDR).

The Facts:


The enforcement date of the GDPR is 25th May 2018. So you have little over one year of time to introduce the new rules to your company.
There will be extremely heavy fines for organizations who don’t work within the law. This can be up to 4% of the global annual turnover or 20 Million € (whichever is greater).
The rules affect every organization working with personal data of citizens of the European Union. So this is a worldwide topic.


I also want to point out, that IMHO the GDPR is a good thing. It is historically based on the CHARTER  OF FUNDAMENTAL RIGHTS OF THE EUROPEAN UNION from the year 2000 (http://www.europarl.europa.eu/charter/pdf/text_en.pdf) where the protection of personal data (Article 8) is on the same level like Human Dignity (Aricle 1), the Right to life (Article 2) or Freedom of thought, conscience and religion (Article 10). ...


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