Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.

The question isn't if your company will be the victim of a data breach, but when. Those were the sobering words of Martin Einstein, senior partner at Brann & Issacson, a law firm that represents online and multichannel companies, at the American Catalog Mailers Association's (ACMA) Forum last week in Washington, D.C. Einstein addressed the crowd of direct marketers on what they can do to mitigate their risk and exposure to a data breach, as well as how best to respond in the unfortunate event that a breach does occur. 

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