The Pellucid Perspective - August 2011 - (Page 7)

TECH SECURITY Danger, Will Robinson! How safe is your email database? By Harvey Silverman I n the course of doing business with numerous clients around the country we receive information about or links to golfrelated entities, sometimes accompanied with the question, “What do you think? Should I do this?” We usually find the question intriguing and may take a little time to research and render a studied opinion. Then there are things that cross our desks that make us stand, wave our arms, and yell “Danger, Will Robinson. Danger.” (If you are under 35 you might want to Google that and learn the reference.) First, we were alerted to a new online daily deal golf company (The cloning of Groupon is endless. Continuing with our science fiction theme, picture the mass storm trooper scene from Star Wars). What made this new company stand out and pique our curiosity was their claim to have an email database of over 400,000 golfers. That’s impressive for an existing company, let alone a brand new one. How did they get that if they were new? A phone call to one of the principles was called for, and below is a transcript of the conversation (not quite verbatim, but pretty close): Me: How have you amassed a database of 400,000 golfers without having a live website? Answer: We have partnered with one of the top three golf websites as measured by Comscore, and they don’t want to be identified. Me: So have these people opted into receiving emails from your company? Answer: No. The emails will go out under the unidentified company’s domain and be branded with our name. Me: Are these 400,000 emails segmented geographically? Answer: Yes. We have 35-40K in California. And we assure that you’ll only get new customers. Me: Really? How? Answer: Our partner has special software that will strip your emails out of their database. Me: So I’d have to send you our database? Answer: Yes. Me: To a company who won’t identify themselves? Answer: Well, ummm, we’d be willing to write some type of assurance agreement. Me: But then the mystery company would have to identify themselves, right? Answer: No, the assurance would come from our company. Me: But you don’t have the database, the mystery company does, right? Doesn’t that make your assurance worthless? Answer: No, because you are actually doing business with us. Me: Okay, are you willing to put up a bond or deposit money in an escrow account to protect [the client] if the database is misused or not returned? Answer: How much would you ask for? Me: $26 per email. Answer: How did you come up with that number? We’ll assure 100% security. Me: The same way Epsilon does? Answer: Who are they? Me: Oh, never mind. So, how many red flags do you see? This situation got us thinking that in today’s world, with the emphasis on email collection and use as a key marketing component, other than the facility itself, a golf course’s email database may be its second most valuable asset after tee times. If we’re right, anything that jeopardizes its use and security can be very costly. The citing of Epsilon in this conversation is an important reference. Epsilon is one of the largest online marketing companies in the coun(See Tech Security on page 15) CONDITIONED FOR SUCCESS. The golf landscape in America has changed. In a market overcrowded with golf courses and little prospect for demand to grow significantly, today’s course owners and operators are experiencing extreme competitive pressure in nearly every aspect of their business. Never before has there been more reason to work smarter and more efficiently—or more reason to partner with ValleyCrest Golf Course Maintenance. As the national leader in golf course maintenance contracting, we’re a trusted steward of all manner of golf properties throughout America. 24151 Ventura Boulevard Calabasas, CA 91302 (888) 406-GOLF www.valleycrest.com Comprehensive Golf Course Maintenance www.PellucidcorP.com The Pellucid PersPecTive 7 http://www.valleycrest.com http://www.valleycrest.com http://WWW.PELLUCIDCORP.COM

Table of Contents for the Digital Edition of The Pellucid Perspective - August 2011

The Pellucid Perspective - August 2011
Contents
Why cost cutting doesn’t yield long-term prosperity
Get Golf Ready showing some traction
Danger, Will Robinson!
Golf holding up but heartland hammered by weather
U.S. golf course development dead, or just sleeping?
Whither the weather
Miami/Ft Lauderdale, FL Core Business Statistical Area (CBSA)
Comings & goings
A few changes of note in August’s dog days

The Pellucid Perspective - August 2011