Can Public Data Be Too Public?
What's a Good Marketer to Do?
What's clear is that the compilation, manipulation and distribution of data is coming under greater levels of scrutiny, and the consequences of what you, as a marketer, do are increasingly being called into account. You must be ready with thoughtful policies that go beyond just the letter of the law, because current regulations never anticipated our ability to assemble and merge so much information together and make it easily searchable. When the aggregations of data meet the Web, such globally convenient access ultimately may lead to unintended, even criminal, consequences. Indeed, it will take time until we, as a society, can strike the proper balance.
Russell Perkins is president of the Perkins Group, a direct marketing consulting company based in Philadelphia. He assists companies in their efforts to tackle e-commerce. You can reach him at (215) 735-8900, ext. 250, or by e-mail at firstname.lastname@example.org.