Clash calls for standard on online lead generation

Clash-Media has warned that too many online lead generation customers do not know what they are getting, and has called for an industry standard and stricter compliance with data protection laws.

Luke Pursey, UK managing director of Clash-Media, explains.

An industry standard and stricter compliance with UK and European data protection laws are now, more than ever, essential for the online lead generation sector.

There are more and more companies now calling for action - through the IAB - on these issues, which is something that should be welcomed throughout the industry.

It's important that there is some official guidance on what constitutes online lead generation, asserting minimum levels of quality and stipulating independent validation.

These measures, if put in place, would help to strengthen this sector of the marketing industry, which is a significant growth area at the moment.

We are very much in support of this kind of initiative.

We are partnered with many organisations throughout the industry and we share many similar values for online lead generation and data-based marketing with them.

Clash-Media gathers leads through the internet - which can then be pursued either online or offline - and adheres to its own internal quality specifications.

The quality and relevance of every lead is of the utmost importance, because poor-quality leads directly impact a client's return on investment opportunities.

Clash-Media is continually improving its processes to ensure that it delivers the highest quality.

Recent technology developments mean that data cleansing and verification are now more accurate and offer clients the security and knowledge that they are receiving unique leads that are relevant to their campaign.

This quality assurance is one issue that needs to be tackled as part of a roll-out of industry standards because currently there are too many data providers that cannot guarantee any kind of quality or relevance, so marketing departments simply don't know what they're getting.

Linus Gregoriadis, head of research at E-consultancy, said: 'I applaud action taken by Clash-Media to push for the implementation of industry standards around online lead generation.

'This will continue to be a growth area as the focus on performance-based marketing activity increases.

'However, there is a threat to this sector posed by those who are providing sub-standard data and undermining the work of more reputable companies who are striving for best practice and the implementation of industry standards.

'Without some concrete measures in place, too many people will become disillusioned as the result of dealing with providers of sub-par data.

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