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Power Struggle Circumstances such as these belie the kinds of engagement Big Data are supposed to promote. Indeed, the fact that marketers describe their relationships with consumers in terms of control suggests they are often adversarial affairs. Control is defined as exercising dominating influence or power over another. To quote a popular 20th century meme: information is power; and those who have it are loath to give it up. Not surprisingly, the Interactive Advertising Bureau (IAB) has consistently opposed machine-driven Do Not Track standards for Internet browsers that could prevent marketers from monitoring peoples online activities. For their part, browser owners Google and Microsoft are among technology companies that have lobbied against Californias Right to Know Act of 2013, which would require businesses to make customers aware of any personal data they hold or share. Control vs. Competence Even so, many companies cravings for vast amounts of data do not jibe with their capacity to effectively manage them. More than 70 percent of chief marketing officers surveyed by IBM have admitted to being unprepared to deal with the current data explosion. The companys research has also concluded that fewer than one-in-four marketers have advanced analytic capabilities. Plus Facebooks most recent privacy breach once again raises questions about whether any organization that handles so much information can keep it secure. Accordingly, the average marketer may not be all that more savvy about Big Data than the average consumer. The difference, however, is that she has the resources to hire people who are. Which is why traditional marketers are handing over some of the control to third parties that include data scientists, mathematicians and even physicists. At the other end, consumers must still rely primarily on legislators, the courts and the occasional whistleblower. Meeting Half Way Ideally, the two sides might someday meet half way and redefine their relationship in terms other than control. To that end, the World Economic Forum issued a report earlier this year based on what it describes as a nine month, multistakeholder, global dialogue on how the principles for using personal data may need to be refreshed Among its recommendations is the necessity to find new ways to engage individuals beyond current notice and consent policies. It is an ambitious undertaking, and a good first step would be to get all sides on the same page; though that may take a while. In a much cited survey of 409 consumers and 257 marketing executives by the Economist Intelligence Unit and digital marketing firm Lyris, only 23 percent of marketers believe their customers are worried about privacy. That falls far short of the 49 percent of consumers who are very concerned about who scrutinizes their online activities and why.
221 Sunrise Hill Lane Norwalk, CT 06851-2145 203.847.1846 Mobile: 203.856.0803 howard@hgcommunications.com