Database: Database Security Before the Breach
When asked about data security, most marketers simply shrug their shoulders. It’s IT’s responsibility, right? Wrong. Database security is more than just IT’s job. If you’re a marketer, it’s high time you familiarized yourself with the steps you need to take to safeguard your precious customer and prospect information.
A big reason for this shift is a fascinating transformation taking place right now in most firms: Marketing is gradually displacing IT as stewards of the marketing technology infrastructure. The way things are heading, the marketing department will gain responsibility not only for its own IT infrastructure, but also for the security and integrity of the customer and prospect data contained therein.
Don’t believe me? A recent study by Gartner highlighted the fact that by 2017, the CMO will spend more money on information technology than the chief information officer. If you work in marketing, it’s time to get with the program and become acquainted with data security—before the breach!
Here are three basic rules your firm can and should follow to make sure your data is safe and secure:
1. Know Where Your Data Is
Easier said than done. Keep in mind that we’re living in a multichannel environment and data is piling up everywhere within, across and outside of today’s enterprise firms. Think about it. You probably keep your customer and prospect records in some sort of data warehouse, right? Now assuming you have a website, this means that Web browsing and form data is being collected on Web servers. Do you have a CRM system? Well, there’s data stored there, too. Email software? Check. Marketing automation tool? Check. ERP platform? Check. And don’t forget about your various social media pages. Yes, they’re collecting data, too. The trick is to get a handle on all of it—which isn’t easy.
Who’s Your Data? is a blog that aims to disseminate thought-provoking tips and techniques involving the use of data and database marketing to direct marketing professionals. Why should you care? Because implementing data best practices has been shown to lift response rates, improve analytics and enhance overall customer experience. Reader participation is encouraged!
Rio Longacre is a Sales & Marketing Professional with more than 10 years of experience in the direct marketing trenches. He has worked closely with businesses across many different vertical markets, helping them effectively leverage the use of data, personalization technologies and tracking platforms. Longacre is currently employed as a Managing Consultant, Marketing, Sales & Service Consulting at Capgemini Consulting, a premier management consulting firm. He is based in the company's New York City office, which is located in Midtown Manhattan. He has also previously worked as an online media buyer and digital marketing strategist.
Email Longacre below, or you can follow him on Twitter at @RioLongacre. Any opinions expressed are his own.