UK’s Direct Marketing Association (DMA) is about to launch a three month project into lead generation to create the first ever benchmark of customer acquisition practices. In this research DMA partners with McDowell in order to examine how companies use readily available data. This is coming ahead of the coming into force of EU Data Protection Regulation, the purpose of which is to limit the collection of data online. The survey will examine both a group of a 1000 customers and marketers in order to get a full picture of how data is used and how different stakeholders benefit from it. The focus will be utilities, automotive, finance and travel sectors, which depend heavily on online practices. The EU Data Protection Regulation is expected to put some pressure on marketers as data may become scarcer. Still the executive director of DMA shares that " The proliferation of media channels has increased the number of cost effective and legal practices for attracting new customers and with so much choice on how to attract new customers, there are no excuses for approaches that go against best practice, or even break the law. " The results will be presented on March 27 th next year at an event for senior marketers.