Chris Combemale: Trust in data is the key brand differentiator

DMA executive director Chris Combemale outlined not just the latest in the negotiations in Europe, but the right approach to take when considering data.

He described the process as two-thirds complete; part baked if you will.

The first cake, baked by the Commission was fun and largely positive. The second, baked by the Parliament was rather scarier, characterised by a Halloween theme. The third and final cake, to be baked by the Council, we have yet to see. A final tea party, which will be an amalgamation of these three cakes, will be the final legislation, he said.

“The mood seems to be that this has gone on for too long, and businesses and people need clarity. We think by agreeing that there are things we like in each version, we are more likely to get an agreement.

“We have been spending time with the Ministry of Justice team to ensure the Council is as balanced as it can be. We want them to be aware of the issues businesses face.

“By end of June, we hope an agreement will have been made,” he said.

Talking more generally about privacy and the DMA Code, which was published in August 2014, he said sticking to the code would be the easiest route through any changes.

“If you approach data in an open and transparent way, you will find brand loyalty and repeat purchase,” he said.

He said he is often asked, 'What is the minimum threshold for data usage?’, “But this is the wrong question,” he said.

“The right question should be: 'What is the approach to make my consumers more loyal to me and buy from me over a long period of time,' and privacy is part of this approach,” he said. “It's not how I can be compliant, but how do I best serve my customers?”

“If you treat customers in a transparent way you create brand loyalty,” he said.