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Data Protection Act compliance remains low priority according to new report.

More than a third (37%) of UK marketing heads rely on other departments, such as IT, legal, finance, sales, HR or compliance to ensure their organisation’s compliance with the Data Protection Act (DPA) according to a survey by CRM Technologies. Titled “Achieving ROI on Marketing Spend,” the report surveyed over 100 heads of marketing in +£50m turnover businesses and shows that 72% do not train their marketing staff on the issue of DPA compliance and 77% have no ISO-accredited internal procedures in place to ensure compliance.

Almost one fifth (19%) say they encounter difficulties keeping their database(s) legal – especially in the business financial services sector (40%). A shocking 14% are not sure how their company ensures compliance and a further 2% confess to not really making any effort at all to comply.

“Retaining control over DPA issues can be incredibly hard for some organisations,” commented Andrew Freeman, managing director at CRM Technologies. “Data can be stored across disparate databases and altered or maintained by several different departments. In the absence of a single customer and prospect management system, some organisations will inevitably suffer the fines and public embarrassment associated with falling foul of the law,” he added. “It’s not surprising that many organisations are now outsourcing this function to ensure optimum efficiency of direct marketing and customer relations. Indeed, 16% of the marketing heads our survey interviewed don’t have complete control over their organisation’s databases anyway,” concluded Freeman.

One marketing controller in the distribution sector commented during their interview, “It’s cumbersome to maintain a 100% accurate database; it’s labour-intensive and often involves other departments as well. So, I would say it’s like wrestling with a small crocodile,”

Copies of CRM Technologies’ independent market research report can be obtained from its web site at

About (CRM Technologies)

CRM Technologies provides fully-managed and outsourced marketing campaign lifecycle and lead management services to a range of organisations including Sun Microsystems, Borland, Network Associates and others. The company’s technology and consulting solutions help to drive a business’ lead management process, optimise marketing spend and deliver campaign validation and identifiable return on investment for the marketing department.

The company’s headquarters are based at Network House, Basing View, Basingstoke, RG21 4HG. Report authors: Dynamic Markets, PO Box 19, Abergavenny, NP7 8YF.

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