Don’t Do It Just Because You Can
Don't do it just because you can. No kidding. By the way, I could have gone with Ben Parker's "With great power comes great responsibility" line, but I didn't, as it has become an over-quoted cliché. Plus, I'm not much of a fan of "Spiderman." Actually, I'm kidding this time. (Not the "Spiderman" part, as I'm more of a fan of "Thor.") But the real reason is any geek with moderate coding skills or any overzealous marketer with access to some data can do real damage to real human beings without any superpowers to speak of. Largely, we wouldn't go so far as calling them permanent damages, but I must say that some marketing messages and practices are really annoying and invasive. Enough to classify them as "junk mail" or "spam." Yeah, I said that, knowing full-well that those words are forbidden in the industry in which I built my career.
All jokes aside, I received a call from my mother a few years ago asking me if this "urgent" letter that says her car warranty will expire if she does not act "right now" (along with a few exclamation marks) is something to which she must respond immediately. Many of us by now are impervious to such fake urgencies or outrageous claims (like "You've just won $10,000,000!!!"). But I then realized that there still are plenty of folks who would spend their hard-earned dollars based on such misleading messages. What really made me mad, other than the fact that my own mother was involved in that case, was that someone must have actually targeted her based on her age, ethnicity, housing value and, of course, the make and model of her automobile. I've been doing this job for too long to be unaware of potential data variables and techniques that must have played a part so that my mother to receive a series of such letters. Basically, some jerk must have created a segment that could be named as "old and gullible." Without a doubt, this is a classic example of what should not be done just because one can.
Stephen H. Yu is a world-class database marketer. He has a proven track record in comprehensive strategic planning and tactical execution, effectively bridging the gap between the marketing and technology world with a balanced view obtained from more than 30 years of experience in best practices of database marketing. Currently, Yu is president and chief consultant at Willow Data Strategy. Previously, he was the head of analytics and insights at eClerx, and VP, Data Strategy & Analytics at Infogroup. Prior to that, Yu was the founding CTO of I-Behavior Inc., which pioneered the use of SKU-level behavioral data. “As a long-time data player with plenty of battle experiences, I would like to share my thoughts and knowledge that I obtained from being a bridge person between the marketing world and the technology world. In the end, data and analytics are just tools for decision-makers; let’s think about what we should be (or shouldn’t be) doing with them first. And the tools must be wielded properly to meet the goals, so let me share some useful tricks in database design, data refinement process and analytics.” Reach him at email@example.com.