the data-informed marketing model and its social responsibility martin evans cardiff business school...

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