Two pieces of news, next to each other in the same newsletter: one talks about a rise in the number of complaints from consumers about direct mail, and database companies; the other is the launch of a new data management service aimed at 'data novices'. It's worse than ironic. How do we get in front of the data novices to make sure they don't create even more complaints from inappropriate, or even illegal use of data? The best service we can offer the novice is education and skill. It's not just cheaper than a new database tool, it's much more cost-effective, and a lot less risky.picture: Andrew Currie
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