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

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slide1

The Data-Informed Marketing Model and its Social Responsibility

Martin Evans

Cardiff Business School

Cardiff University

slide2

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:

calls for marketing to be more accountable measurable
Calls for Marketing to be more accountable/measurable

Count ‘em out & count ‘em back in

slide8

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.

slide11

Transactional Data

RFID, Biometric and GPS Surveillance

Geodemographics, Lifestyle & Lists

slide12

ACORN: Group ‘B’ (Affluent Greys), Type 5 (Older Affluent Professionals)

ACORN: Group ‘A’ (Wealthy Achievers), Type 1 (Wealthy Mature Professional, Large Houses)

slide14

Transactional Data

RFID, Biometric and GPS Surveillance

Geodemographics, Lifestyle & Lists

Data Consortia

slide15

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

slide16

Transactional Data

RFID, Biometric and GPS Surveillance

Geodemographics, Lifestyle & Lists

Data Consortia

Genetics

slide18

Transactional Data

RFID, Biometric and GPS Surveillance

Data Fusion

Geodemographics, Lifestyle & Lists

Data Consortia

Genetics

Biographics

Data Mining

slide29

4 Social Responsibility By-Products:

b) Information Privacy

& Data to ‘others’

slide32

4 Social Responsibility By-Products:

c) Accuracy

Dear Mrs Deserves-Strangling

Tacit data field (mistakenly?) added to salutation

slide34

4 Social Responsibility By-Products:

d) State data for Marketing

slide36

4 Social Responsibility By-Products:

e) Marketing Data for the State

Eg: Financial ACORN & MOSAIC for Inland Revenue

4 May: Labour picks Experian

slide38

4 Social Responsibility By-Products:

f) Data: Quality, Misuse and Abuse of Data

& Deselection

slide40

Abuse: Illegal use of Data

Bike

Microwave

Data to US (eg Amazon)

slide41

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

slide44

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

slide46

“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)

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The Data-Informed Marketing Model and its Social Responsibility

Martin Evans

Cardiff Business School

Cardiff University