Data, we are told these days, is the new oil. Consumer data – and that is the kind corporate business is excited about – is valuable because, if well used, it can drive real market understanding and customer relationships. Many cultural organisations are rich in data and have been using it with increasing sophistication to deepen and broaden audiences. Nevertheless, as well as “data-haves”, there are still plenty of “data-have-nots” .
Update from The Information Commissioner's Office (ICO)
The Information Commissioner’s Office (ICO) is currently considering introducing new guidance which will affect our good practice information; changes relate specifically to sharing names and addresses gathered from online bookings between companies for mailing and other marketing purposes, under PECR (Privacy and Electronic Communications Regulations, dating from 2003). Please check for updates. Visit the ICO website here for more information on data protection guidelines.