The Profit Margin Podcast

Data and your customers: The dilemma

Marketers are having to work harder to gain the trust of potential customers 

Companies are amassing more and more personal data. Used properly it can help customers find the products and services they want. A win that's making everybody happy then? Not quite.

A UK wide survey carried out by the Chartered Institute of Marketing has revealed findings that should disturb anyone who's in the selling business.

Consumers have become cynical and are now unwilling to share their personal information. The reason? Marketers are falling behind when it comes to honesty, transparency and even knowing the law.

Steve Wooley is head of external affairs for the Chartered Institute of Marketing. He was in Belfast recently. We spoke to him about what marketers should be doing to win the trust of customers and how that can benefit everyone when it comes to targeted services.

We'll also be hearing from Jack Butler the CFO of American company MRP, a company now owned by First Derivatives. It's a marketing firm powered by data and software. It set up a base in Belfast in 2010. Since then the team has grown from 5 to 200. Like many executives who come here, Jack is impressed both by the quality of recruitment pool and the facilities the city has to offer. He also has some tips on what he thinks Northern Ireland could improve on.

Plus Angela McGowan is the new head of the business group the CBI in Northern Ireland. We'll be hearing about her priorities as she begins the new role.

Start-up:

This week, our start-up is one of the finallists of the Invest NI Propel Programme. These are start-ups that have been singled out for having high growth potential. Vault Proof authenticates and securely transfers data for freelance professionals and procurement agencies.

The Profit Margin Podcast

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