Thursday, June 21, 2007

Privacy concerns to hamper measurement?

One thing that direct coms depends on is measurement and a perceived ROI advantage over traditional coms (I say perceived because ROI and measurability are entirely different dimensions which are often confused!).

Whilst advertisers and researchers are happy to collect all the data available on individuals, people are starting to question the data which they give up to research organisations.

Neilsen Media Research are reportedly trying to link their TV audit with an Online one only to find that privacy concerns are starting to make people wary about the data they release on themselves. Clearly linkage between the #1 and #3 media channels is a major issue which researchers would love to get some info on.

Privacy concerns, opt-outs and other phenomena are all going to become greater impediments to the "single customer view" which marketing organisations are trying to reach. For my part, I believe that because of these issues, there will always be a market for top-down analysis of marketing which will last for at least the next 10 years - or at least until all mobile phones have RFID and all the privacy issues are taken care of.

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