IDM summit targets ethnicity

The next Institute of Direct Marketing Data Council summit will focus on the thorny issue of ethnicity.

The one-day event, to be held in London next February, boasts a range of speakers on various aspects of targeting customers and prospects by ethnicity.

Iain Lovatt, chairman of the DMA Data Council and joint managing director of Blue Sheep, said that ethnicity was important for relevancy.

"There hasn't been enough focus on it," Lovatt said. "There has been an influx of migrants - Poles, for example - but it could apply to Scots living in London and wanting to buy haggis."

Lovatt said segmenting on ethnic lines was an opportunity for marketers and essential for government agencies, but it was also a "minefield" because of the potential to offend people.

He promised that the summit would include lots of practical advice and case studies, showing what to do and what not to do.

One speaker is OriginsInfo managing director Richard Webber, creator of geodemographic systems Acorn and Mosaic. He will speak on segmenting consumers on ethnic or religious lines.

Others include Royal Mail, the Information Commissioner's office and Ethnos Research.

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