Rolling all of Scotland’s tobacco retailers into one database

Our data services allow the Scottish Government to help retailers all across the nation stay up-to-date with the changing face of tobacco retail.

The Scottish Government appointed us to support its implementation of the Primary Tobacco Act.

This involved building a database and prospect pool of tobacco retailers across Scotland. The data came from multiple sources and required extensive cleaning and enhancement before it could be used to drive campaigns. We segmented the data according to retailers’ likelihood to engage. This helped ensure that the communication strategy delivered the required changes to comply with the new legislation more efficiently and cost effectively.

Complying with the law

At the time the new General Data Protection Regulation (GDPR) came into effect, there was still a lot of confusion about its potential impact on marketing and communications.

We supported the Scottish Government’s marketing and communications teams to better understand what the new legislation means for their individual roles. To do so, we conducted a series of workshops/seminars to reduce uncertainty and demonstrate that GDPR isn’t something to fear – instead, it is a catalyst to take data privacy more seriously and do things better.