PAS2020 - Objective 1 - Targeting

1

A campaign shall include the documented selection and targeting of customers and prospects to whom the campaign's DM communications are relevant and likely to yield a positive response.

Customer and prospect requests to opt out of receiving DM communications shall be recorded and fed into a suppression file for future campaigns.

NOTE The Data Protection Act 1998 and The Privacy and Electronic Communications (EC Directive) Regulations 2003 contain requirements relating to the right to prevent the processing of data for purposes of direct marketing.

Prospects who match the client's target profile for a campaign shall be selected in accordance with documented procedures.

2

In addition to Level 1, response rates and other key performance indicators that have been identified as applicable to the campaign (e.g. return on investment and/or evidence of behavioural changes) shall be measured in accordance with documented procedures.

Campaign response rates and contact history shall be recorded for customers and, provided permissions have been gained from the data owner or supplier, for prospects as well. Where the intention is to contact the same customers and prospects for future campaigns, the campaign response rates and contact history shall be used to determine the frequency with which to send DM communications to the customer or prospect in order to achieve optimum results in future campaigns.

NOTE The Data Protection Act 1998 requires that data processed for any purpose shall not be kept for longer than is necessary for that purpose for which is was intended.

Two or more targeting analysis techniques shall be conducted and evaluated to maximize the targeting results.

3

In addition to Level 2, a customer database shall be updated for each campaign or monthly, whichever is the least frequent. This shall include updating customer profiles with opt out preference changes since the last update.

NOTE The Data Protection Act 1998 requires that data shall be accurate and, where necessary, kept up to date.

A programme of continuing improvement shall be in place to minimize the effect on the environment over time whilst maximizing the performance of the campaign against the key performance indicators identified as applicable in Level 2 (e.g. return on investment and/or evidence of behavioural changes).