Privacy and Promotional Marketing: Driving Business Value at MRM
From the blog series: 30 Years of customer service success – insights from the team.
Background:
Dan Sherrin is MRM’s IT Director, responsible for overseeing internal systems strategy, managing IT support staff and software developers working on our customer-facing promotional platforms, ensuring data security and GDPR compliance and contributing to the business’s long-term strategic planning.
About the author
I’m Dan Sherrin. I joined MRM back in 1994 in the role as programmer analyst. The new digital world was emerging and MRM had seen that digital would encompass not only the world of promotional services, but advertising and communication in general. With over 30 years at the company, I’m now MRM’s IT Director, moulding our IT strategy and managing an innovative team who are developing the next wave of promotional platforms.
Enhancing business outcomes through technology
Being part of MRM’s early technology decisions set the stage for long-term adaptability. The choice to adopt a post-relational database management system provided the flexibility needed to manage complex data environments, a strategic advantage that allowed MRM to handle high-volume promotions like ESSO Tiger Tokens in the 1990s.
That system processed millions of physical entries using pre-internet infrastructure, offering value to both the client and consumers. Even then, MRM focused on data traceability and accountability, key elements that are now core to our modern operations.
Data privacy as a brand asset
In the world of promotional marketing, consumer trust is non-negotiable. MRM treats privacy and data stewardship not as regulatory checkboxes, but as strategic brand assets. Every consumer interaction, whether entering a competition or redeeming a voucher, relies on their confidence that their data will be used ethically and responsibly.
MRM ensures that only essential data is collected, processed and retained for the duration that it is required. For example, in a promotion with thousands of entries, only a winner’s bank details are collected and only when necessary. We maintain transparent practices for data access, retention and protection. Regular audits ensure compliance and our protocols help safeguard client reputations in a world increasingly sensitive to privacy missteps.
My standout personal moments
MRM’s ability to manage large-scale, high-visibility programs is a key differentiator. The Coke Auction promotion, a partnership with Coca-Cola and the online auction site QXL, an early competitor of eBay, was one of the first internet-based promotions. MRM handled physical-to-digital conversion of ring pulls at scale, driving customer engagement in inventive ways.
Another major success was Healthy Start, a national program for the UK Department of Health & Social Care. MRM was responsible for retailer onboarding, voucher validation and direct payments totalling £120 million annually. The deployment required complex logistics, secure data handling and seamless government integration, delivered with precision over a 15-year span. The success of this initiative demonstrated MRM’s capacity to handle sensitive, large-scale public sector programs with measurable societal impact.
Operational excellence through business process management
Looking ahead, MRM’s focus is on refining operations through Business Process Management (BPM). This approach ensures continuous improvement, enabling the business to deliver faster, more cost-effective and more reliable outcomes for clients.
By analysing historical performance, identifying process bottlenecks and implementing smarter workflows, MRM continues to increase its value proposition. BPM supports innovation while ensuring operational control, essential for scaling high-volume promotions or entering new verticals.
Designing the blueprint for the future of MRM
MRM’s IT function is not just a support department. It is central to the company’s ability to innovate, scale and differentiate. With consumer expectations around privacy and usability rising and technologies evolving rapidly, MRM’s forward-looking, ethical and agile approach ensures we remain at the forefront of promotional marketing.
Dan Sherrin, IT Director