|Inside Big Brother
By: Danny Flamberg
Who scares you more — the NSA, collecting every bit of electronic communication you create on every device in every channel, or Acxiom, collecting and aggregating every bit of data about who you are, where you are, what you do and what you have?
This week, Acxiom, the nation’s biggest data aggregator, in a pointed move to stave off additional regulation, created a new free data portal for consumers to see, read, process, and edit your own data. You can even opt-out.
Don’t think for a second this is a gratuitous act of kindness or a public service. This is a bold and creative attempt to pre-empt or soften threatened privacy legislation or regulation. By proactively giving consumers a look into the black box, Acxiom hopes to stave off added scrutiny, reporting, or disclosures.
Aboutthedata.com offers a free glimpse into what they know about you. You get access in 20 seconds by confirming your name, postal address, email address, date of birth, and social security number; the key data points that enable aggregators to find and sort you. These facts are also the critical variables that establish and validate identity in the world of data collection.
Once you’re in, the site indicates where the data originated — bank records, credit cards, merchants, surveys, government records, telephone books, property records, tax rolls, licensing agencies, website cookies, magazine subscriptions, club memberships, etc. The information is sorted into six categories — characteristic data (demographics), home data, vehicle data, economic data, shopping data, and household interests. Some easily collected or inferred facts (e.g., race, religion, alcohol use, heiress, frequent trips to Vegas) are not displayed. Each section can be easily edited/updated in two clicks.
Looking through each section you can quickly see what your credit cards, mortgage records, driving license, and reading habits reveal about you. You can sense how Acxiom and its competitors dice and slice you into sellable segments. It becomes clear why you get mail and email from the marketers pursuing you. You’re a baby boomer who owns a home, holds a graduate degree, drives a two-year old car worth more than $30,000, lives in a desirable zip code, owns a Mac, and buys lots of stuff online. Thinking across categories, you get a relative feel for where you might fit in society and how desirable (or not) you might be to credit card marketers, charity solicitors, packaged tour operators, airlines, live performance marketers, realtors, or luxury car salesmen.
It’s ingenious. Consumers get to see their dossier and correct or update the information. Acxiom gets the benefit of the doubt and the benefit of real-time self-corrected data. And, while you can opt-out, the site warns you that opting out won’t stop the SPAM. It merely will insure you get irrelevant SPAM.
The privacy debate is moot and menacing. Nobody really controls his or her own data. In case after case, consumers willingly and happily give up data in return for coupons, sweepstakes entries, or trinkets. The question is, who has access to your data and how much trouble or misery can they cause you by using it? Who is worse — a faceless government bureaucrat or a faceless marketing bureaucrat?
Danny Flamberg, EVP Managing Director of Digital Strategy and CRM at Publicis based in New York, has been building brands and building businesses for more than 30 years.Prior to joining Publicis, he led a successful global consulting group called Booster Rocket, as Managing Partner. Before becoming a consultant, he was Vice President of Global Marketing at SAP, SVP and Managing Director at Digitas in New York and Europe and President of Relationship Marketing at Amiratti Puris Lintas and Lowe Worldwide.
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