Half of companies 'open to security breaches', finds survey
16 Mar 2012: Only 56% of client-side companies and 47% of supply-side companies say they (or their clients) have policies and processes in place to guard against breaches of data security. This one of several worrying findings to come out of the recently published Adestra/Econsultancy Email Marketing Industry Census 2012.
The findings imply not just lack of awareness around data security issues, but a basic disregard for preventing potentially disastrous security breaches. Additionally, a quarter of agencies don’t even know what processes are in place (if any).
In light of the several high profile data breaches via ESPs last year, which saw brand damage to several major brands via key-logging to gain (static) passwords. The basic use of authenticated login and/or IP restrictions would prevent this type of intrusion – though only 25% of companies are currently are using this, while even more (30%) don’t even know if they are.
Henry Hyder-Smith, MD at Adestra said: “Securing data and access methods is essential for any organisation. However, our research shows there is a lack of basic knowledge, and a lack of awareness among staff of the security policies in place, which is very worrying. Companies need to check their own processes or their ESP’s against best practices and ensure proper communication with employees – to keep data integrity and prevent brand damage.”
Linus Gregoriadis, Research Director, Econsultancy adds: "This is the first time since the inaugural Email Census five years ago that we have included questions about data security. The results are very worrying as many companies are not doing what they should be doing to avert risk. Companies should address their data security policies now in order to avoid a world of pain further down the line."
Other findings included:
- 16% of company respondents and 24% of agency respondents did not know whether data security measures were in place (either for themselves or their clients).
- Awareness of what specific policies were in place was even lower, with over a quarter of respondents in some areas not knowing whether data security policies existed.
- Only 2% of both client-side and supply-side respondents ranked data security as one of the three areas they need to focus on most in 2012
Of the policies already in place, data access restrictions are the most popular, with 64% of client-side and 63% of supply-side respondents stating they (or their clients) either had them in place or were planning on implementing them. The least implemented policy is authenticated login, within only 25% of companies and 18% of supply-side clients having them in place. IP Restrictions, data seeding and recording any data download is implemented by around one third of brands.
- Adestra is hosting a webinar later this month to launch this year's email census. This webinar will give a unique insight into the census results and how companies need to adapt to stay ahead of the game.
Date: Wed 28 March 2012
Time: 15:00 – 16:00 BST
Duration: 60 minutes
Sign up to the webinar here: www.adestra.com/thinkseries
1 Jun 2013: Experian insight reveals the location and characteristics of the UK’s growing number of single person households
25 Mar 2013: Brands are moving rapidly towards offering customers a personalised digital marketing experience, and are motivated to do so by expectations of improving loyalty and a swift ROI.
23 Nov 2012: Controlling when email campaigns reach the inbox is vital, according to the findings of new market research of 743 business leaders.
17 Sep 2012: New SAS-backed OVUM report examines how reliable data management can transform a Communication Service Provider’s data assets into a powerful business revenue driver.
13 Aug 2012: Thanks to the increasing pressure being heaped onto marketers’ shoulders by the need to deal with ‘Big Data’, it has never been more important to have a strategy to integrate offline and online data.
10 Aug 2012: Despite the fact that organisations are aware of the commercial benefits of high-quality customer contact data and the negative impact of poor information, almost half of 291 respondents questioned in a recent survey (40.9%) stated that their organisations don’t have an enterprise-wide DQM strategy.
2 Aug 2012: The REaD Group has announced the formal launch of Qinetic, a file that enables companies to identify gone-away and deceased people on their database but also delivers 'the single largest source of Relocated Addresses in the UK and the most up to date record of the Latest Occupier names along with intelligence profile appends on each match' – all in one file and for one price.
31 Jul 2012: The UK's direct marketing industry is projected to grow by a surprisingly healthy 7% this year, according to research published by the Direct Marketing Association.
12 Jul 2012: Despite the fact that 72% of UK companies see the competitive advantage in using data and insight to put the customer at the heart of the business, fewer than 30% have any plans to build a single customer view.
25 Apr 2012: More than 50% of UK adults would stop donating to a charity if it contacted them too frequently, according to new research examining consumer perceptions of how charities market their services and the way they use and manage supporter data.
12 Apr 12: Around £1 in every £6 of departmental budget is wasted on average by UK companies because of poor data quality according to new Experian QAS research.
31 Jan 2012: Electoral Roll opt-out rates have fallen for the second year in a row, according to a new report from direct marketing services and credit data agency Callcredit Information Group.
23 Jan 2012: Callcredit Marketing Solutions has launched a new service that helps marketers tap into the lucrative home mover market by identifying consumers at every stage of the moving cycle.