BUSINESS COMMUNICATIONS SERVICES NEWS
SECURITY HAS EMERGED AS A KEY CONSIDERATION
2017-04 – DIRECT MARKETING MAGAZINE
“Your database in many cases is your lifeblood.”
“One of the things that we’ve been focusing on and that we believe has changed [within the lettershop industry] is the focus on security,” says John Leonard, vice president of sales and marketing at Cover—All. “For us, that’s a really big deal and that’s a change that we’ve tried to implement over the last ﬁve or six years.
This change is driven by the growing understanding of the value of data on the part of marketers, customers and criminals alike.
“’lhe increase in data that we as marketers are collecting on [customers], I think that’s making people more paranoid and we need
to be more sensitive in protecting this data. I think that’s pushing the requirement to be more focused on data security,” Leonard observes. As we know, in the age of increa singly sophisticated data—driven marketing, it is not unusual for companies to be incorporating not only identifying information such as names and addresses but also signiﬁcant ﬁnancial information and other data that is extremely valuable to nefarious types in the segmentation and even the creative of direct mail campaigns.
“We hold an 27001 ISO certiﬁcation,” says Leonard. “It’s a third—party certiﬁcation where there’s a set of about 500 or 600 protocols that we have to adhere to and then we have a third—party auditor come in once a year and spend a few days with us going through everything, right down to how often we change our passwords. We have double authentication to get on to our laptops; our laptops are encrypted at rest so our data is encrypted at rest.
“All these protocols are something that—10 or 15 years ago you would never have heard of [lettershops doing this]. We believe we’re
probably the only lettershop, not in the statementing space but in the promotional space, that has that 180 27000 certiﬁcation.
For us that’s a pretty big deal.
“It is not sexy to talk about it but we think it’s important that our customers know how seriously we take this. Your database in many cases is your lifeblood and we take it really seriously.”