Directories publisher uses Data Tracking from DQM Group to protect its intellectual property
The background
Data is a central asset to companies whose business is to provide information. FTSE 100-listed directories publisher Yell provides printed Yellow Pages and the online Yell.com service, both of which are free at the point of use.
How DQM Group helps
Yell invests in Data Tracking from DQM Group as a way of identifying any abuse of its intellectual property rights. User notices in printed and on-line directories clearly state that the information extracted may not be used to compile databases, directories, or lists for telemarketing and direct mail.
Howard Rubenstein, Yell's Company Secretary commented:
"Any abuse of our data by third parties, including marketers, runs the risk of undermining the relationship we have with our advertisers and the trust they have in us and our products and services... Policing usage of our data is absolutely critical."
The result
Yell does not hesitate to prosecute any data thefts identified. Data tracking measures have been stepped up around Yell.com to avoid "data scraping" – the illegal copying of individual records by automated software to create a new compiled list.
About DQM Group
DQM Group is the most trusted independent provider of data governance services to the UK marketing industry. Our protection of intellectual property has been proven in the High Court and we are an acknowledged leader in data quality and security.
Where next?
More about Data Tracking from DQM Group
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Call us on 0870 242 7788 to talk about how Data Tracking can help your business.
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