Are you prepared for the NEW GDPR rules?
EUROPEAN
LAW
B2B
25TH MAY 2018
COMPLIANCE
CO
NSEN
TDA
TA
PRIV
AC
YENFORCEMENT
“ “ARTICLE 16 PARAGRAPH 1 OF THE DIRECTIVE STATES, THE USE OF ELECTRONIC COMMUNICATIONS SERVICES BY NATURAL OR LEGAL PERSONS FOR THE PURPOSES OF TRANSMITTING DIRECT MARKETING COMMUNICATIONS IS ALLOWED ONLY IN RESPECT OF
END-USERS WHO HAVE GIVEN THEIR PRIOR CONSENT.
www.cheers-info.com [email protected] +44 203 766 3827
T minus 10 months and countingHow will the GDPR affect your business?
If the answer is “I don’t know” or “it won’t impact us” and you don’t have a workable strategy in place, then the chances are, you’ve not heard about the leaked reports earlier this year that suggests the full weight of GDPR will apply to both consumer and B2B data. If this transpires, it won’t be possible for B2B marketers to electronically communicate with their target audience without prior consent and there is therefore a ‘window of opportunity’ between now and next May to capture as many opt-ins as possible.
The race is on
As we approach the roll-out of the new regulations, we anticipate significant ‘opt-in request’ fatique , with the number of campaigns increasing exponentially and significantly impacting response rates. On this basis, the sooner you’re able to start the process, the more effective it will be.
How we can support you
Cheers Interactive has many years experience supporting companies who rely on high quality opt-in data. We have developed a tried and tested phased approach designed to maximize opt-in rates by:
• Leveraging technology to cost-effectively prepare and clean the data
• Applying best practice opt-in mechanisms and processes
• Providing telemarketing support from a highly professional and experienced team
Detailed in this document is an overview of our methodologies/processes and how Cheers can provide support and guidance throughout. To help you with your own planning process around the GDPR rule changes we would like to offer you a free health check on a sample of your existing data to provide a working plan and assessment of anticipated output at each phase - please contact me directly and I will coordinate the process with you.
In the meantime, I hope you find the information in this document useful.
Best,
Rhea WickhamHead of MarketingCheers Interactive
Cheers Interactive has many years experience supporting companies who rely on high quality opt-in data.
Phased Opt-in Campaign PHASE 1: DATA PREPARATION1.1 EMAIL CLEAN AND BUILD
Don’t waste time and money trying to gain opt-ins from old or invalid data. Cleanse your current records so you’re only targeting refreshed and responsive data.
Email Validation
All data with a corporate email address, company name and contact name to be flushed through the “Cheers Email Validation Engine”, to determine the validity of an email address and segmenting the data as follows:
• Valid emails that are 90% & or more accurate
• Validity of emails unconfirmed
• Invalid emails
Email Build
Invalid emails identified from Step 1 shall be funneled through the email build engine. The email build engine will establish new valid company domains and / or new email formats wherever required based on Cheers’ proprietary email algorithm.
1.2 NEW DATA BUILD
To ensure you have as much relevant data as possible to market to after May 2018 you should consider identifying and building companies and contacts from your target market that you don’t currently hold data for, and include these in the opt-in campaign.
• Size your universe – broken down across the value chain of your industry
• Gap analysis – 1. Segment your existing data in line with the value chain of the industry. If your data isn’t already tagged according to the different elements of the value chain, we profile and tag a sample of data and extrapolate the results across the entire data set
2. Overlay universe sizing data with the segmented counts of your existing data to understand wherethe potential gaps are and how significant these are
• Develop data build brief – based on the results of the gap analysis and your own strategic priorities
• Deploy secondary and primary research initiatives to execute the build – using the existing data as a suppression file to ensure only new data is built, secondary web research undertaken and supplemented with selective primary research if required
To ensure the most valuable data to your business is prioritised (current clients, previous clients, prospects, etc) while also providing you with control over the opt-in campaign ROI we propose ranking the data according to:
• The likelihood of opting-in
• The importance of data to your business
1.1 YOUR EXISTING DATA - EMAIL CLEAN AND BUILD
1.2 NEW DATA - BUILD OUT YOUR UNIVERSE
1.3 PRIORITISING YOUR DATA - DATA RANKING
PHASE 1: TECHNOLOGY DRIVEN - EMAIL VALIDATION & BUILD PROCESS OUTCOMES FROM PHASE 1 PHASE 2: MANUAL PROCESS
STEP 1:ESTABLISHING
STATUS OF EXISTING
CLIENT DATA
CLIENT DATA: COMPANY NAME, CONTACT NAME, EMAIL ADDRESS
VALID EMAILEMAIL VALIDATION
ENGINE
STEP 2:BUILD NEW EMAILS BY
ESTABLISHING NEW DOMAIN/NEW FORMAT
INVAILID EMAIL + COMPANY URL (IF AVAILABLE)
NEW VALID EMAIL
INVALID EMAILS
NEW EMAIL BUILD
ENGINE
FINAL CLEANSED & ENHANCED
DATA
BUCKET 1: VALID EMAILS THAT ARE
90% OR MORE ACCURATE
BUCKET 2: VALIDITY OF EMAILS
UNCONFIRMED
BUCKET 3: INVALID EMAILS
PHASE 2: MANUAL RESEARCH - JOB TITLE,
COUNTRY & COMPANY NAME
SUITABLE FOR CLIENT’S EMAIL
CAMPAIGNS
CAN BE SELECTIVELY
COMMISSIONED FOR MANUAL
RESEARCH
VALID & INVALID EMAILS
VALID & INVALID EMAILS
INVALID EMAILS
PHASE 2: MANUAL RESEARCH - NEW CONTACT NAME
WITH SIMILAR TITLE
PHASE 2: DEVELOP & EXECUTE CAMPAIGN3.1 CAMPAIGN PREPARATION
Maximise response rates by adopting tried and tested best practices..
• Choosing the right incentives – as you can see from the data, the success of the opt-in campaign depends on getting this right
How Cheers can support you
• Whitepapers• Newsletters• Blogs• etc
We use a blend of technology and human expertise to support clients with monitoring, aggregating and reconstituting content from a wide range of sources, which include blogs, social media, web repositories, news, press releases, etc.
This content is curated, classified and delivered as knowledge and insights, tailored to our clients’ requirements.
43%
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• Developing the right tools - what you say, how you say it and how you present a form when asking for an opt-in, significantly impacts response rates. Below shows the percentage of forms completed against the number of personal information fields given:
How Cheers can support you
The team at Cheers have had many years experience executing such campaigns and are therefore able to guide our clients with best practice advice and support them through the entire process.
11% 61%
25% 4%
1 FIELD 2 - 4 FIELDS
5 - 7 FIELDS 8+ FIELDS
2.1 CAMPAIGN DEVELOPMENT
From Ascend2 and Reserach Partners
3.2 EXECUTION
Coordinate email campaigns and telemarketing support to maximize recall and therefore responsiveness. Our telemarketing teams will attempt to attain opt-ins during calls as conversion rates fall significantly when a link is sent post call.
How Cheers can support you
We have a dedicated team of experienced resources who only work on opt-in campaigns for our clients.
NON OPT-INS OPT-INS
NON OPT-INS
CLEAN, ENHANCED
DATA TE
LE
MA
RK
ET
ING
SU
PP
OR
T
FIRST EMAIL - OFFERING INCENTIVE 1
REMINDER
REMINDER
SECOND EMAIL - OFFERING INCENTIVE 2
(DIFFERENT FORMAT TO INCENTIVE 1*)
2.2 CAMPAIGN EXECUTION
*Given people respond differently to different incentives, it makes sense to integrate a range of offerings into the campaign. A proportion of your data might, for example, respond to a VIP invite to an event while others will be more likely to opt-in to receive content such as a white paper.
Our other key servicesWe are the engine behind some of the world’s leading B2B information, media and event companies.
Why Us - The Cheers EngineWe invest in long term strategic partnerships.
RESEARCH SERVICES
Cheers provides in-depth strategic business and market insights.
Our team of sector specialists and research methodology experts have a thorough
understanding of the businesses and the worlds in which our clients operate.
Tailored to our clients’ objectives, we offer a blended approach of web and
primary research based research methodologies, including surveys
and in-depth interviews.
SALES & TELEMARKETING SUPPORT
We combine our telemarketing/sales process expertise, transition methodologies, technologies and 24/7 global reach, to help our clients achieve their targets. We execute
end-to-end sales campaigns and also support our clients with qualified leads that can be
acted upon promptly by their in-house sales and marketing teams.
BUSINESS DATA & INFORMATION SUPPORT
We support our clients’ business intelligence products by sourcing, enriching, aggregating, analyzing data and information, through an optimal blend of technology and expert research capabilities that deliver high value, high quality
scalable solutions. We constantly look for efficiencies in processes, and proactively deliver technology-driven
economies to our clients.EDITORIAL CONTENT SUPPORT
We use a blend of technology and human expertise to support clients with monitoring, aggregating and
reconstituting content from a wide range of sources, which include blogs, social media, web repositories, news,
press releases, etc.
This content is curated, classified and delivered as knowledge and insights, tailored to our clients’ requirements.
BESPOKE MARKETING DATA
We build and update marketing databases across all sectors as well as work on a wide range of projects,
from appending data to providing high end persona profiles.
We process up to 10 million database records annually with approximately 5.6 million newly built contacts, and cleansing / enhancing close to 4.4
million contacts.
CHEERS ENGINE
A CATALYST
FOR GROWTH
ON-THE-GROUND SUPPORT
OPTIMAL BLEND OF KNOWLEDGE &
TECHNOLOGY
FAIL PROOF DELIVERY
AGILE EXECUTION
Our managemnet team has held senior strategic positions in some of the largest research, business information, events and media companies and we therefore proactively add value, both at
a strategic and operational level.
Our network of global account management offices in London,
New York, Utrecht, Dusseldorf and Mumbai, ensures a high level of
responsiveness, and enables us to become a genuine extension of our
clients’ business.
Our scale, together with the depth of skills and experience,
enables a quick and efficient execution of projects inline with
our clients’ needs.
As specialists supporting the B2B Events, Media and
Business Intelligence industries for over 16 years, our experienced
teams understand our clients’ business and the markets in which
they operate together with the technologies required to deliver
high value, high quality scalable solutions.
We don’t overpromise: our attention to detail and
thorough processes through the scoping and feasibility stage
of any project, ensures the solutions we propose are on brief,
on target and on budget.
