The Data-Informed Marketing Model and its Social Responsibility Martin Evans Cardiff Business School Cardiff University

1. The Data-Informed Marketing Model and its Social Responsibility Martin Evans Cardiff Business School Cardiff University

2. 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:

3. Background

4. Broken down by age & sex…

5. Calls for Marketing to be more accountable/measurable Count ‘em out & count ‘em back in

6. 1. Data Sources

7. Transactional Data

8. 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.

9. Surveillance: Biometrics

10. Surveillance: GPS

11. Transactional Data RFID, Biometric and GPS Surveillance Geodemographics, Lifestyle & Lists

12. ACORN: Group ‘B’ (Affluent Greys), Type 5 (Older Affluent Professionals) ACORN: Group ‘A’ (Wealthy Achievers), Type 1 (Wealthy Mature Professional, Large Houses)

14. Transactional Data RFID, Biometric and GPS Surveillance Geodemographics, Lifestyle & Lists Data Consortia

15. 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

16. Transactional Data RFID, Biometric and GPS Surveillance Geodemographics, Lifestyle & Lists Data Consortia Genetics

17. 2. Data Mining

18. Transactional Data RFID, Biometric and GPS Surveillance Data Fusion Geodemographics, Lifestyle & Lists Data Consortia Genetics Biographics Data Mining

19. Overall, less than 5% are champagne buyers, but of THIS segment nearly 19% are:

21. Star Signs & Biorhythms…..weird mining? Mitchell & Haggett (1997)

22. 3. Targeting

25. Real-Time Biometric Targeting

26. 4 Social Responsibility By-Products: • Physical Privacy

27. Too many unsolicited outbound phone contacts?

28. Too much junk mail?

29. 4 Social Responsibility By-Products: b) Information Privacy & Data to ‘others’

31. Do marketers feel the same about this, when wearing their marketing hat as their consumer hat?

32. 4 Social Responsibility By-Products: c) Accuracy Dear Mrs Deserves-Strangling Tacit data field (mistakenly?) added to salutation

34. 4 Social Responsibility By-Products: d) State data for Marketing

35. Company Determined Census

36. 4 Social Responsibility By-Products: e) Marketing Data for the State Eg: Financial ACORN & MOSAIC for Inland Revenue 4 May: Labour picks Experian

37. Nectar: MI5 interested – possible extension/template for State ID System… Ambler (2002)

38. 4 Social Responsibility By-Products: f) Data: Quality, Misuse and Abuse of Data & Deselection

40. Abuse: Illegal use of Data Bike Microwave Data to US (eg Amazon)

41. “Some of UK’s largest direct marketers …GUS…selecting or deselecting households according to elements of their address…‘Flat’ or ‘farm’.”Webber (2007)

42. Marketing: the future ??

44. 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

45. IS beginning to be seen as an issue

46. “The digital computer…provide…the means to treat individuals as individuals ….. protection of privacy will be large” Shubik (19..) Or is it (cynically?)……. ‘We can’t rewind, we’ve gone too far…’ Horn (1979)

47. The Data-Informed Marketing Model and its Social Responsibility Martin Evans Cardiff Business School Cardiff University