Peg Kuman

The emergence of "big data" as an enterprise concern for many businesses and organizations is, as with most trends, both an opportunity and a concern. I recently was involved in reviewing new and recent Aberdeen Research on "Big Data"—how it is defined, how it is changing information volume (astounding in quantity), variety (both structured and unstructured, with tremendous pressure to integrate and make sense of it), and velocity (pushing the insight, analytics and business rules that flow from such data to lines of business that can best profit from it).

Last week, we talked about finding a balance between fair information practices and effective business practice, and we looked at the elements of a best-of-class privacy policy. Today, a best-of-class policy needs to exceed what's expected, including in the arena of transparency. This week, we're going to turbo-charge your best practices, so you can become a leading example of what "best" really means.

Last week, I explained that we are migrating from a push marketing world to a pull marketing world—a change that will usher in fresh opportunities for marketers, as well as new, more restrictive points-of-view from regulators. This week, let's consider what you might add to your privacy policies and practices—both online and offline—to offset such restrictive viewpoints.

Consider this: As marketers, we are living in a time of drastic change. We are migrating from a push marketing world to a pull marketing world. As that happens, new forces and factors will create new, innovative opportunities for marketers and new, more restrictive points of view from regulators. What to do? For starters, you must employ best practices in all that you do in using, sourcing, storing and managing data.

Having good data to work with is a marketer's pot of gold. Knowing this, Springfield, Va.-based Telematch Inc., an information services provider, has created its first unique Email Database, which allows marketers to append, match and validate customer records. The database also provides marketers with the opportunity fo forward and reverse append telephone and postal data associated with e-mail data.

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