The Direct Marketing Association (DMA) is to launch a three-month research project into lead generation to provide the marketing industry’s first ever benchmark of customer acquisition practices.
The DMA is partnering with lead generation specialists McDowall to produce the Customer Acquisition Barometer (CAB) to help raise industry standards for collecting consumers’ data ahead of the introduction of the draft EU Data Protection Regulation
The CAB will canvas senior marketers, as well as survey a panel of more than 1,000 UK adult consumers, to assess current trends and critical issues facing the customer acquisition process.
The report, which will be the most comprehensive of its kind, will cover how key vertical sectors such as utilities, automotive, finance and travel are acquiring customers through online and offline consumer contact. It will identify trends in acquisition channels, budget allocation, cost-per-acquisition and consumer privacy concerns that are shaping the future of gaining new customers.
The findings of the research will be unveiled at a launch event for senior marketers -Taking the lead: Customer aquisition barometer 2014 - on 27 March in central London next year.
The topic of Spam traps doesn’t come up that often for us and that’s mainly because our agencies send retention email for their clients, making it far less likely for the lists being used to contain Spam trap email addresses.
We do have to deal with Spam trap issues every so often and one thing that drives us crazy are the services out there claiming the ability to identify and remove Spam traps with 100% reliability – we say, “no chance!”.
In our simplistic view, we think if a Spam trap wants to give itself half a chance of doing its intended job properly then it needs to remain anonymous – i.e. no-one knows its email address and it can’t be stripped from a ‘Spammy’ list with ease.
We recently talked this through with the Matt at BriteVerify and our combined take on it was that it’s not really the small number of Spam traps on lists that are the problem, it’s the poor management of data and lack of list hygiene that creates issues.
We’ve heard of people chopping their lists up into smaller segments in an attempt to locate one Spam trap. Sending separate campaigns does nothing other than narrow the issue down to 10,000 records (or whatever the chosen segment size was). The client then removes the entire segment resulting in potentially good data being culled along with the unwanted Spam trap.
How can I avoid spam traps?
Forget the prehistoric approach, take control of list hygiene and segmentation, and Spam traps should become a thing of the past.
If a user doesn’t open your emails for 9 campaigns, 9 months or they prove to be unresponsive in a shorter period of time then just take them off your list.
If you’ve got a large group of inactive users why not send an email to request permission again, if they don’t respond then remove them. Don’t send all of your users the same thing every time, mix it up a little.
Put together a more targeted campaign strategy using techniques like list segmentation and split testing. Segmentation and content targeting will not only improve deliverability and response, you’ll also get an insight into the user data on your lists helping you to become a better email marketer.
So if you’re attempting to deal with Spam traps it’s worth thinking about a different and more sustainable approach to list management.
Move away from fighting fires that Spam traps cause and fix the issues at the source.
ABC UK is today re-launching its Spiders & Robots service to deliver additional benefits to its members and encourage best practice to the wider digital community. Implementation of the International IAB/ABC Spiders & Robots List is a key step to prevent non-human traffic being counted in web analytics.
This comprehensive list, updated monthly, enables filtering of non-human activity from known spiders and robots that otherwise can significantly inflate ad impression and site traffic counts. Removal of spiders and robots provides more transparent and accurate measurement for ad impressions and site traffic claims.
The Spiders & Robots service from ABC UK will be available to any business, whether an ABC Member or not. In addition, any industry body in the EU wanting to partner with ABC UK will be able to make this service available to its community.
With digital ad spend in 2012 reaching €24.3 billion in the EU and £5.4 billion in the UK* alone, advertisers and agencies want to ensure advertising campaigns reach their intended consumer audience. By applying the International IAB/ABC Spiders & Robots List publishers can report figures more accurately reflecting actual consumer interaction.
The IAB Europe is delivering this service to its members by working with ABC UK. IAB Europe recognises its importance and is demonstrating support for working to industry agreed standards.
David Ellison, at ISBA said: “Using industry standards as a base from which to create statistics is crucial to building advertisers understanding, confidence and subsequent use of such data. We encourage all of our members’ suppliers to employ best practice that is reliably maintained and can be trusted.”
Larry Goldstein, Vice President, Research Audit Services at comScoresaid: “Accurately accounting for human user-intended activity is fundamental to comScore’s measurement of audiences, and our traffic filtration processes are therefore designed to exclude activity that is not initiated by humans in accordance with the standards published by JICWEBS and the IAB. The International IAB/ABC Spiders & Robots List is a critical resource toward this end, providing a central repository where search engines and others committed to transparency have declared themselves. ABC/IAB’s globally coordinated resources provide a significant benefit as compared to individual measurement companies duplicating their efforts. As such, it serves comScore and its clients well, providing foundational support for effective filtration of non-human traffic.”
Kimon Zorbas, Vice President, IAB Europe said: “All responsible companies should use the International IAB/ABC Spiders & Robots List to demonstrate their commitment to increase transparency in the market. We are excited teaming up with ABC to offer this benefit to IAB Europe members.”
Richard Foan, Group Executive Director, Communication & Innovation, ABCsaid: “Delivering global standards for local markets through initiatives like this is key to the growth in confidence in digital advertising. “
To find out more or to organise your subscription to ABC’s Spiders & Robots service, please contact ABC UK via: firstname.lastname@example.org
* Source: IAB Europe AdEx Benchmark Study 2012; The IAB / PwC Digital Adspend Study Full Year 2012
ABC has today issued two new Digital Publications certificates for The Times and The Sunday Times. The new certificates are the first to feature Publication Active Views (PAVs) as the mandatory metricfor Newspapers. PAV figures measure the number of copies of a publication actively opened by an individual using a particular device, and will appear in today’s Multi-Platform Report, as well as ABC’s proprietary data tool, QuickView.
ABC launched new Publication Active View metrics for Digital Publications earlier this year to allow publishers to measure digital usage more comprehensively and deliver increased accountability for this sector. The new metrics were agreed by advertisers, agencies and media owners to build on existing circulation metrics for digital publications announced in 2012.
Paul Hayes, Managing Director of News UK Commercial said: “The development of this new measurement tool, which keeps pace with the way content is delivered and engaged with, is crucial to the industry. ABC has moved quickly to respond to these needs, and we are delighted to be the first media brand to release PAV figures which highlight the high levels of engagement amongst our tablet audience.”
Charlotte Tice, Head of Publishing, Mindshare comments: “In this constantly evolving and multi-platform market, it is crucial for media buyers to have industry-agreed data at their fingertips. ABC has developed an innovative range of metrics for digital publications, which allows media owners to showcase their brand reach and gives the industry greater transparency for this emerging sector.”
Jan Pitt, Group Executive Director, ABC comments: "ABC’s ongoing programme of innovations has developed a series of metrics which demonstrates activity and circulation across digital publications. We expect many more publishers to follow News UK’s lead in delivering buyers industry standard audited figures for activity as this is established as the mandatory metric for digital publications in the newspaper market.”