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BEST PRACTICE: The golden rules of data

How to use B2B marketing data effectively

1. Obey the law

Since the Data Protection Act became legislation in 1998, there have been strict rules governing the collection, storage and use of data in the UK. Many people who are new to data management assume that the rules are complicated and so ignore them.

In so doing they are running a grave risk of personal and corporate prosecution.

Each situation is different and so it is always wise to obtain legal advice, but broadly speaking there are just four areas in which you need to be careful when it comes to data protection.