Two weeks back, two hearings in Congress were held about a possible forthcoming new federal data privacy law for the United States. Some of the testimony included fascinating insight.
Chet Dalzell’s recent thoughtful piece on “Our Digital Selves” came along at the same time I (and probably a gazillion others) were pondering the increasingly pressing question of data privacy in the digital age.
U.S. data policy-making efforts make certain assumptions about marketing. It's as if there's a sign coming, saying: "Data Is a Weapon." But what if lawmakers instead assumed data was a force for good?
From 1969 to 1972, the retail success story Sears used the catchy jingle, “Sears Has Everything!” Not anymore. It’s ironic that Sears, the mail order giant of the 19th century that dominated retailing throughout the 20th century could not survive the e-commerce age of the 21st century. After all, Sears created mail order marketing — which evolved into direct response marketing, right?
It’s Comcast. The nation’s largest cable company — the $169 billion Philadelphia-based behemoth that also controls Universal Parks & Resorts, “Sunday Night Football” and MSNBC — is among a handful of employers declaring progress in reaching a much-desired goal. In the last five years, the company says, its health care costs have stayed nearly flat. They are increasing by about 1 percent a year, well under the 3 percent average of other large employers and below general inflation.
A little more than a month into General Data Protection Regulation enforcement and brands are already reporting up to 80% losses of their email marketing lists. Even the fortunate, proactive marketers who audited their email lists are reluctant to boast of their GDPR compliance. But there are ways to rebuild lost marketing lists and ways to ensure healthy lists remain GDPR compliant.