Wientzen: Data Usage and Security Processes Should Be Airtight

Share this content:
ROSEMONT, IL -- Companies have to make sure their data usage and security policies are exemplary, the head of the Direct Marketing Association told a gathering of database marketers this week.


Speaking Monday at the 27th National Center for Database Marketing Conference and Exhibition, H. Robert Wientzen, DMA president/CEO, said the need for security has increased because of the convergence or integration of marketing media.


"We're already seeing a convergence of television and the Web. Similarly, we are seeing a convergence of the Web and telephones," Wientzen said.


As these and other technological marriages occur "and the data pipes expand, we'll see addressable, targeted, database-driven marketing soar to new heights," he said.


While this convergence will be exciting to watch over the next few years -- specifically because it will have the potential to generate even more powerful data -- it will be laden with policy questions, Wientzen said.


"Be careful. Be watchful. And make certain your company's data usage and security processes are exemplary. Not just good -- exemplary," he said.


While the industry may not be facing the immediate threat of a far-reaching privacy bill, "it will take just one Exxon Valdez kind of story relating to a privacy or data security breach and trigger laws that will strangle the very life out of database-driven direct marketing," Wientzen said, referring to an oil tanker that wrought vast environmental damage to Alaska waters in 1989.


He also said that he recently met with the Bush administration on the subject of privacy and data security and they said, "We are only a '60 Minutes' story away from real trouble for your industry."


Loading links....
close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here