Opt-4 and Tower deliver compliance advice

Data management and magazine subscription specialists Tower Publishing Services and data protection consultancy Opt-4 have formed a strategic partnership to offer compliance advice to publishers.

As part of a company-wide quality initiative, Tower has engaged the services of Opt-4 to work with Tower and its clients, which include many of the UK's top magazine publishing houses.

Tower managing director Sarah Parkes commented: "Tower processes millions of transactions on behalf of publishers and collecting permission to market is becoming a key objective.

"Advice from Opt-4 has already helped improve how we do this for certain publishers; however, we want all of our clients to be assured that they are also processing data fairly".

Opt-4 research conducted last year emphasised the financial impact of failure to collect and manage permissions adequately.

"The Cost of Consent" highlighted that many companies are unable to measure the asset value of their customer databases and the permissions they hold.

However, awareness of the financial impact of consent is growing within the magazine and directory publishing sector.

Opt-4 director Jenny Moseley said: "As subscription revenue has become increasingly important to magazines, the value of gaining and retaining permission to cross sell has been highlighted.

"When I was European Data Controller for National Geographic Magazine I realised that permission was a key driver of profitability.

"The relationship with Tower means that more publishers can see the benefit of that experience." Under the partnership agreement, Tower clients will be offered a compliance health check and data protection auditing services.

"The Cost of Consent" is available free from Kytemark Solutions, email davidmilnes@blueyonder.co.uk.

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