Data and your customers - the dilemma

Naomi McMullan

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

A UK-wide survey carried out by the Chartered Institute of Marketing and featured in today's Profit Margin 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 and spoke to The Profit Margin 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, 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 five people 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.

Also this week, Angela McGowan, the new head of the business group the CBI in Northern Ireland, sets out her priorities as she begins the role.

:: You can listen to the Profit Margin at

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