33 million D&B corporate contact data shared on the net This is the nineteenth of 20 daily ‘thoughts’ examining the trends in marketing in 2018 and beyond.Previous thoughts have addressed the importance of personalisation and customisation in marketing and the role data plays in facilitating personalisation and customisation. In marketing, ‘data’ is currency and like […]

33 million D&B corporate contact data shared on the net This is the nineteenth of 20 daily ‘thoughts’ examining the trends in marketing in 2018 and beyond.Previous thoughts have addressed the importance of personalisation and customisation in marketing and the role data plays in facilitating personalisation and customisation. In marketing, ‘data’ is currency and like all currency, it needs to be protected. Failing to protect data can lead to prosecution and public relations nightmares. Breaches of privacy can cost a business in fines, lost productivity, lost customers and, ultimately, lost revenue. Many very large businesses have had their data compromised. Consider some examples from 2017: Dun and Bradstreet – data relating to 33 million contacts ‘shared across the net’ IHG (Crown Plaza etc) – reported data breaches affecting 12 of its properties Yahoo – reported that 1 billion of its user accounts may have been breached UBER – reported on…