New data management qualification could improve customer trust
Released 12 April 2011: Using the right approach to privacy notices and permissions could help brands to gain consumer trust. With 60 per cent of consumers feeling they have lost control over the way their information is collected and processed*, adopting best practice and transparency could produce significant uplift in marketing performance. Understanding how to do this is at the heart of the new IDM Award in Data Management.
The first qualification specifically-designed for the use of data in a business context, the IDM Award in Data Management gives students a complete grounding in the way data should be captured, maintained, managed and used to best effect in their organisation. Introduced at a special launch event on 12 April 2011, it has already gained widespread acclaim and is being seen as an important tool in recruitment and retention.
“How organisations manage and use data is now as important as the brand itself,” says Mark Chipperfield, Head of Data Management, BBC TV Licensing. “It’s far more tangible to customers, that is for sure. The Award has arrived at a time when the credibility of the management of data couldn’t be more critical.”
Marc Michaels, Director of Direct & Relationship Marketing & Evaluation at the COI adds: “Data is probably the single most important asset available to the modern marketeer. Online or offline, data helps you understand your audience, target appropriately and evaluate what you have achieved. Conversely, misuse of or carelessness around data is one of the quickest ways to lose clients and the trust of the end customer. Why wouldn’t you want to ensure this asset was as secure as possible and being managed appropriately and within the bounds of the law by professionals qualified to do so?”
The value of data to an organisation can be high - and the risks from incorrect data management even higher. The impact from a data security breach or data theft is estimated to be £64 per record affected**. Ensuring data is used according to industry codes of practice and relevant legislation is at the heart of the Award, with a strong focus on data security and data governance.
Fully on-line, the 30-hour study course provides a highly practical qualification for data management professionals, marketers and business users of data in private, public, not-for-profit and professional organisations.
More information on the IDM Award in Data Management »
* Information Commissioner’s Office
** Ponemon Institute
Note to editors
For more information contact Juliet Hilditch on 020 8614 0229 or email juliethilditch@theidm.com.
