IDM identifies key challenges at Data Summit

The Institute of Direct Marketing (IDM) has announced the programme for its third annual Data Summit, which takes place on 5 March 2009 in London, UK.

The Summit, sponsored by DQM Group, has been initiated and developed by the IDM's Data Council, which identifies the key challenges in today's market for anyone with responsibility for setting or implementing their organisation's data strategy: creating, from a mountain of available data, the right knowledge for effective decision-making; assessing the value of emerging data from web 2.0 technologies and its impact on consumers; and understanding that data governance is not just about security and using data responsibly, but using data compliance for competitive advantage.

Speakers and case studies from the likes of Thomson Local, IBM, Unilever, Vodafone, HBOS and John Lewis will explore new data sources, such as experience data, social media and digital demographics.

They will examine new techniques such as research 2.0 and will describe how to interpret, manage and integrate them into a wider marketing strategy both responsibly and effectively.

Joanna King, programme director, said: 'Data is both a valuable and an exciting resource, and in today's difficult economic times, it's imperative that organisations know how to collect and use their data innovatively, creatively and responsibly.

'At this year's Summit we have a team of highly experienced practitioner-speakers from whom delegates will gain a clear understanding both of the issues and of the practical solutions they can inject into their own strategies.

Adrian Gregory, chief executive of DQM Group, added: 'Now is a crucial time in the direct marketing industry's future.

'Direct marketing depends on accurate, permission-based data and public confidence in the security of data in order to prosper and grow.

'With the explosion of personal information available via web 2.0, the most successful marketers will be those who are fully prepared for the three key challenges highlighted at the 2009 Summit, not least who can really use best practice in data management to drive competitive advantage.

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