Deutsche Post Direct
| Deutsche Post Direct | |
|---|---|
| legal form | GmbH |
| Seat | Troisdorf |
| management | Petra Weber, Christian Ilg |
| Branch | Direct marketing |
| Website | deutschepost.de/de/d/deutsche-post-direkt.html |
The German Post Direkt GmbH is a direct subsidiary of Deutsche Post AG with a focus on dialogue marketing and address trading for B2B - or B2C - direct mail .
She is a member of the German Dialog Marketing Association . Deutsche Post Direkt is certified by the Federal Office for Information Security according to ISO 27001 on the basis of IT-Grundschutz.
The micro-geographic database microdialog was created from 2001 in cooperation with the former mail order companies Quelle and Neckermann and supplemented with data on newly concluded finance and insurance contracts.
Data acquisition and evaluation
According to press research in March 2018, the company collected more than a billion pieces of information on around 20 million houses with around 34 million households, such as information on purchasing power, banking behavior, gender, age, education, living situation, family structure, living environment and car ownership. In 2011 microdialog comprised more than 150 individual variables.
According to its own information, the company also bought information from the Federal Motor Transport Authority and the land registry to supplement its data sets .
The evaluation of election results is carried out according to company information in cooperation with Infratest dimap .
Controversy
The company had during the federal election in 2017 for the CDU and FDP micro targeting operated and specifically addressed groups of voters.
Web links
Individual evidence
- ^ Johannes Kroll: Geomarketing: Mikrogeografie im B2C-Direktmarketing , Hamburg 2010, p. 36; limited preview in Google Book search
- ↑ a b c d "Election campaign with customer data" TAZ from April 1, 2018
- ↑ 10 years of microdialog - 10 years of appropriate dialogue marketing , Ecommerce News Magazin , November 4, 2011
- ↑ Eike Kühl: Data protection: Post is not Facebook , Die Zeit , April 3, 2018