Why data reform is a vital asset to businesses and national services

Chris Combemale | 12th May 2026 | Comment

As marketing automation becomes more sophisticated marketers must own that responsibility, says Chris Combemale.

In the UK’s modern industrial strategy published last year, data and technology have moved from supporting tools to core infrastructure for productivity, innovation and long-term economic renewal. 

Data is now a strategic national asset, comparable in importance to physical infrastructure. Better data use can improve public services, support investment, enable AI adoption and help businesses build stronger customer relationships.

That is the policy context for the Data Use and Access Act. The DUA Act belongs in the UK’s growth agenda because better data use is central to productivity, investment and customer engagement. Its purpose is to enable better data use across the economy and public sector while maintaining a high standard of protection for individuals.

 The reforms reach well beyond marketing. The Act includes measures to improve NHS data interoperability, support the creation of a National Underground Asset Register, digitise registers for births and deaths, and establish frameworks for smart data schemes such as Open Property. These reforms point in the same direction: removing friction, improving services and raising productivity through better data use.

For the Data & Marketing Association, the most significant reforms are those that give organisations more confidence to use data responsibly. Growth depends on understanding customers, communicating …

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