Live from DMA2010: Trends in Data Collection
Hundreds of bleary-eyed conferees crowded into the room, lining the walls and tripping over attendees sitting in the aisles. There to listen to the thought leadership session "Integrating Online and Offline Data for Digital and Direct Marketing," they were present and accounted for at 8:45 a.m. on Tuesday at DMA2010 in San Francisco.
Panelists noted that the attendance reflected the exponentially increasing interest in the subject of data practices. Ranging from legislative concerns to simple mechanics, panelists discussed how direct marketers can and should be using consumer data.
Those speaking were:
- Moderator Jonathan Margulies, director of New York-based marketing consultancy Winterberry Group;
- Panelist Todd Greer, senior vice president of Little Rock, Ark.-based data solutions firm Acxiom Corp.;
- Panelist Matt O'Grady, executive vice president of media audience measurement for San Diego-based media research, ratings and data company The Nielsen Co.;
- Anas Osman, vice president of new cardmember acquisition for Riverwoods, Ill.-based Discover Financial Services; and
- Panelist Brad Terrell, vice president and general manager with Marlborough, Mass.-based data warehouse product and services company Netezza Corp.
This industry has the opportunity to bring clarity to data practices, O'Grady says.
The need for clarity is happening at the same time that Margulies noted that a larger percentage of the marketing data spend is on digital efforts—with the $2 billion decrease in marketing data spend this year, now at $8 billion, reflecting the economy and the move away from direct mail.
So, with this increased attention on online data collection and the possibility of increased governmental regulation, Osman says marketers have to ensure that they're not the last ones to condemn the industry's bad actors. Bad data practices hurt the whole industry, he says.
Greer says the bulk of the controversy surrounds those who link anonymous data to personally identifiable data. (He adds that his company uses personally identifiable data to build personas.) The issue is providing consumers notice, he says.