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11 June 2010 | ||||||
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Welcome to the latest issue of Insight. New rules by German Data Privacy officers are calling into question the current basis by which EU data can be shipped to US companies and we ask does this threaten EU users of US-hosted CRM tools.
We take a look at how some numbers can transform understanding and energise sales and finally there's a great presentation on Social Media you can download. |
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| Safe Harbor called into question – does this threaten users of US-hosted CRM tools? | |||||||
| The German Data Protection Authorities have become steadily more and more concerned with the U.S./E.U. compromise on the transfer of data to the U.S. known as Safe Harbor.
Now they say just checking that a company is on the “Safe Harbor” list is not good enough if you want send personal data to these companies. Safe Harbor is a self-certification regime where, essentially, any company that wants to process data relating to E.U. nationals can go online, fill in the form and in so doing claim that they comply fully with a wide range of requirements. However researchers have found that many companies claiming to be “Safe Harbor” certified are actually anything but. As a consequence the German Data Privacy authorities are saying that German companies should seek a copy of a company’s latest annual certification to the U.S. Department of Commerce and an explanation of how the notice principle is complied with. These are the two minimum checks the German Authorities are asking for. Simply reviewing the online safe harbor list is clearly not sufficient. Many “cloud-based” services are hosted in the US – SF.com, Siebel-On-Demand, Google Apps, many email service providers and so on and this move by the German authorities calls into question whether any EU businesses can now rely solely on Safe Harbor as the legal basis for transferring data out of the EU. At Atrium we are increasingly convinced that conforming with the Binding Corporate Rules regime is by far the best approach to take, especially as businesses are now sending data all over the world. Safe Harbor ONLY applies to the U.S. and using model contract clauses (the other approach) can become very cumbersome. To find out more about Atrium’s data privacy services, click here. |
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| Will a Surprising Number Change Your Business? | |||||||
| Marketing is increasingly about numbers – number of leads, number of clicks, numbers are everywhere. But do they really change anything?
No, not really. Because few people relate to numbers, they make our eyes glaze over. A few years ago we were working for an internet startup and found, through research that the average office worker spends 30 minutes of their day looking for basic information – like phone numbers, postcodes, train times, the weather. Now consider this, most marketers would consider a 10% click-thru rate to be pretty good, but what if they positioned it as “90% of the people we email don’t respond”. Now that sounds pretty bad. And it is – but if we’re honest as marketers we should use such “bad” numbers to challenge the status quo, to ask the difficult questions and change behaviour. One of our clients did this and now has click-thru rates in the 40-50% range. Numbers matter and they can help you win internal battles and external customers! What numbers will you use today? |
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| Social Marketing – download a free presentation | |||||||
| We have been asked more and more about “Social Marketing” this year. So we have created a short, 20 minute presention that you can download for free and use internally in your organization as you see fit. It provides a very useful overview of what is meant by social marketing, the sites that comprise the space and how to use them as well as a truly inspiring and surprising case study! |
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| About Atrium | |||||||
| Atrium deliver powerful insight, intelligent data management and strategic data consultancy to leading organisations worldwide. Our focus is on maximising marketing's return on investment form the use of data online and offline, from traditional media to social networking. In a nutshell, we make data work for you. To find out more call Tim Beadle on 0118 988 0321
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