Marketers need to boost data collection transparency
29/06/2010
Data collection by companies' marketing departments need to be completely transparent if businesses are to maintain consumers' trust, it has been claimed.
According to the Direct Marketing Association (DMA), the 'well' of consumer information will begin to dry up if strict and transparent data collection policies are not put in place.
Executive director of the DMA Chris Combermale said: "Thanks to identity theft and numerous well-publicised instances of organisational data losses, consumer confidence in sharing their personal details with businesses is at an all time low.
"Brands must be transparent in how they collect and use data."
His comments come after the DMA teamed up with fast.MAP to release the Data Tracking Study.
The research showed that four in five consumers felt they would not trust a firm if they shared their personal data with a third party.
According to Trend Micro's senior security advisor Rik Ferguson, many web users are still being duped into opening scam emails.
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