The Direct Marketing Association (DMA) has issued new guidance on the use of third party data in marketing. It helpfully clarifies the difference between first, second and third party data and explains the concepts of linkage, analytics and contact in the context of marketing.
The guidance also outlines how third party data may be used in the context of the GDPR to assist organisations in their marketing activities through looking at the use of third party data across three areas of marketing activity:
- Prospect or contact marketing
- Analytics, segmentation and data enrichment
- Linkage and data quality services