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The Data-Informed Marketing Model and its Social Responsibility Martin Evans Cardiff Business School Cardiff University
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Tracking & Profiling Data plus New Media = The Data-Informed Marketing Model 1 Data Sources 2 Data Mining 3 Targeting But there are By-Products of this:
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Background
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Broken down by age & sex…
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Calls for Marketing to be more accountable/measurable Count em out & count em back in
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1. Data Sources
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Transactional Data
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Surveillance: RFID Radio Frequency Identification Tags: Surveillance thro supply chain & maybe in use & thro to disposal ? Tesco, M&S Asda – deny using tags to trace post purchase but need to be deactivated leaving store (or microwaved) Used as implants for German Club members & for some Health Care in US.
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Surveillance: Biometrics
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Surveillance: GPS
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RFID, Biometric and GPS Surveillance Geodemographics, Lifestyle & Lists Transactional Data
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ACORN: Group B (Affluent Greys), Type 5 (Older Affluent Professionals) ACORN: Group A (Wealthy Achievers), Type 1 (Wealthy Mature Professional, Large Houses)
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RFID, Biometric and GPS Surveillance Transactional Data Data Consortia Geodemographics, Lifestyle & Lists
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JIGSAW Star Alliance BP, Dagenham's, Barclaycard, Sainsbury's, First Quech (Thresher, Victoria Wine, Wine Rack, Bottoms Up, Drinks Cabin, Haddows, Huttons), Adams, Ford, Vodafone, EDF Energy London Energy, Seeboard Energy, SWEB Energy - etc) Gala Bingo, TNS, Legoland, Hertz
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RFID, Biometric and GPS Surveillance Transactional Data Data Consortia Genetics Geodemographics, Lifestyle & Lists
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2. Data Mining
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RFID, Biometric and GPS Surveillance Transactional Data Data Consortia Biographics Data Mining Data Fusion Genetics Geodemographics, Lifestyle & Lists
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Overall, less than 5% are champagne buyers, but of THIS segment nearly 19% are:
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Star Signs & Biorhythms…..weird mining? Mitchell & Haggett (1997)
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3. Targeting
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Real-Time Biometric Targeting
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4 Social Responsibility By-Products: a)Physical Privacy
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Too many unsolicited outbound phone contacts?
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Too much junk mail?
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4 Social Responsibility By-Products: b) Information Privacy & Data to others
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Do marketers feel the same about this, when wearing their marketing hat as their consumer hat?
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4 Social Responsibility By-Products: c) Accuracy Dear Mrs Deserves-Strangling Tacit data field (mistakenly?) added to salutation
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4 Social Responsibility By-Products: d) State data for Marketing
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Company Determined Census
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4 Social Responsibility By-Products: e) Marketing Data for the State Eg: Financial ACORN & MOSAIC for Inland Revenue 4 May: Labour picks Experian
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Nectar: MI5 interested – possible extension/template for State ID System… Ambler (2002)
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4 Social Responsibility By-Products: f) Data: Quality, Misuse and Abuse of Data & Deselection
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Abuse: Illegal use of Data Bike Microwave Data to US (eg Amazon)
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Some of UKs largest direct marketers …GUS…selecting or deselecting households according to elements of their address…Flat or farm.Webber (2007)
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Marketing: the future ??
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IF something needs to be done: More permission marketing (Minority Report case didnt work) Greater openness by Companies: clarity over what data is collected & why Stronger legislation: but Compliance Officers asked what we can get away with – ie letter not spirit of law) Privacy Impact Assessments: before a system is in place
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IS beginning to be seen as an issue
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Or is it (cynically?)……. We cant rewind, weve gone too far… Horn (1979) The digital computer…provide…the means to treat individuals as individuals ….. protection of privacy will be large Shubik (19..)
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The Data-Informed Marketing Model and its Social Responsibility Martin Evans Cardiff Business School Cardiff University
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