Westminster, Colo.

It may not be in their job descriptions, but your marketing, sales and business development folks are important parts of the privacy team. This is especially so when it comes to the complexities of dealing with partners and clients.

In these harsh times, staying afloat and keeping your privacy/security programs shipshape are not givens. So, the privacy professional needs to be even more part of the conversation about strategy. This is true because many of the new data-driven opportunities in the market are occurring inside a self-regulatory environment that is evolving.

Warning: Some of what you may read these days is neither for the faint of heart nor for those who fear change. While I urge you to continue reading this column, I also urge you to continue to find new and creative ways to weather the economic storm within which we find ourselves.

As we head into the annual DMA conference, I am drawn to think back on some of the columns the good people at Target Marketing magazine have allowed me to write during the last 12 months. And, as I do, I think these columns have really dealt with the "nuts and bolts" of privacy: notice, choice, security, etc.

Can there be targeted marketing without accurate information? I say no. From e-mail to direct mail, the need for sound list hygiene practices is not only ever-present, but ever-increasing. Why? For me, it comes down to the belief that a global list hygiene strategy is part and parcel of increasing relevance for the consumer, reducing costs for the marketer and demonstrating corporate responsibility. A win-win-win!

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