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The Data-Informed Marketing Model and its Social Responsibility
Martin Evans
Cardiff Business School
Cardiff University
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:
Background
Broken down by age & sex…
Calls for Marketing to be more accountable/measurable
Count ‘em out & count ‘em back in
1. Data Sources
Transactional Data
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.
Surveillance: Biometrics
Surveillance: GPS
RFID, Biometric and GPS Surveillance
Geodemographics, Lifestyle & Lists
Transactional Data
ACORN: Group ‘B’ (Affluent Greys), Type 5 (Older Affluent Professionals)
ACORN: Group ‘A’ (Wealthy Achievers), Type 1 (Wealthy Mature Professional, Large Houses)
RFID, Biometric and GPS Surveillance
Transactional Data
Data Consortia
Geodemographics, Lifestyle & Lists
JIGSAW Star
AllianceBP, 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
RFID, Biometric and GPS Surveillance
Transactional Data
Data Consortia
Genetics
Geodemographics, Lifestyle & Lists
2. Data Mining
RFID, Biometric and GPS Surveillance
Transactional Data
Data Consortia
BiographicsData
Mining
Data Fusion
Genetics
Geodemographics, Lifestyle & Lists
Overall, less than 5% are champagne buyers, but of THIS segment nearly 19% are:
Star Signs & Biorhythms…..weird mining?
Mitchell & Haggett (1997)
3. Targeting
Real-Time Biometric Targeting
4 Social Responsibility By-Products:
a) Physical Privacy
Too many unsolicited outbound phone contacts?
Too much junk mail?
4 Social Responsibility By-Products:
b) Information Privacy
& Data to ‘others’
Do marketers feel the same about this, when wearing their marketing hat as their consumer hat?
4 Social Responsibility By-Products:
c) Accuracy
Dear Mrs Deserves-Strangling
Tacit data field (mistakenly?) added to salutation
4 Social Responsibility By-Products:
d) State data for Marketing
Company Determined Census
4 Social Responsibility By-Products:
e) Marketing Data for the State
Eg: Financial ACORN & MOSAIC for Inland
Revenue
4 May: Labour picks Experian
Nectar: MI5 interested – possible
extension/template for State ID System…
Ambler (2002)
4 Social Responsibility By-Products:
f) Data: Quality, Misuse and Abuse of Data
& Deselection
Abuse: Illegal use of Data
Bike
Microwave
Data to US (eg Amazon)
“Some of UK’s largest direct marketers …GUS…selecting or deselecting households according to elements of their address…‘Flat’ or ‘farm’.”Webber (2007)
Marketing: the future ??
IF something needs to be done:
More ‘permission’ marketing (Minority Report case didn’t 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
IS beginning to be seen as an issue
Or is it (cynically?)…….
‘We can’t rewind, we’ve gone too far…’
Horn (1979)
“The digital computer…provide…the means to treat individuals as individuals ….. protection of privacy will be large”
Shubik (19..)
The Data-Informed Marketing Model and its Social Responsibility
Martin Evans
Cardiff Business School
Cardiff University
