Time to go public on a private passion.
Good work is being done to improve direct mail’s image in the UK. Royal Mail have launched a ‘green’ version of postage for their wholesale clients. The Direct Marketing Assocation (DMA) has set up a Direct Marketing Commission to give the public better access to information and services. As part of both of these there is discussion about the correct use of suppression files, and even talk of how to ensure that data is processed correctly before it is used to create mailing campaigns.
However, there is one important part of this that is not yet being addressed. There is huge variation in the quality of data processing itself. It’s just not enough to say ‘the data has been deduplicated and suppressed’. I’ve seen the difference between some of the low-cost online deduplications, and the ‘proper’ kind, and it’s huge – it’s entirely possible to say you’ve processed your data, yet still mail thousands of duplicates, people who have opted out, or people who you know to have died.
There’s a job to be done to raise the awareness of this, and to get some form of recognition of the importance of the quality of data processing for direct mail. I’m not the only one who believes this, and we’re working on how to get it done. I’ll write more as this (long-term!) project develops.
There’s been a lot of talk in the UK about the Republican choice for Vice President in this year’s US elections (see here for one of the more interesting commentaries, especially about Ms Palin’s media training). Whilst there has been much debate about the maverick McCain (and ‘maverick’ is one of those words that’s supposed to be neutral but is almost always taken to be a negative), there’s one thing I’ve not seen mentioned.
McCain appears to have made a choice based on limited information, instinct, and the need to move things forward. And guess what, for much of the time in office, a leader operates in a complex and changing environment, with incomplete information. Instinct, experience, luck, call it what you will, but they cannot just sit there waiting for perfect data in a perfect world.
Mr McCain, I admire you for taking a lead, and a risk. I think that shows you qualify for the big job.
You might remember some of the old films about circuses, the crises, the leadership struggles, how it all comes together on the big night. I saw a circus show yesterday (wonderful, magical, just go and see it), and was struck by the sheer scale of the challenge of putting together and running the show. It’s not a permanent job (they only perform in what passes here for summer); many of the acts are small family teams from other countries, who decide to work with you for a season or two; the skill-sets are very different; language may be a barrier too. So the leadership challenge is formidable. These disparate teams are held together by the script, the design, and the vision. In fact they are held together by the energy and the vision of the leader. You can see it at work in this circus – the omnipresence, and force of personality, of the woman whose name is on the door.