In a world that's ever-more reliable on data, some proposed policies in front of Congress threaten to hamper companies' customer-experience efforts. If Congress passes some of the proposed data privacy bills, personalization in marketing and one-to-one communications will deteriorate.
That was the messaging of DMA Acting President and CEO Linda Woolley at this morning's keynote session at DMA2012. In response to Congressional hearings on data privacy and outrageous statements from the FTC, the DMA announced today the launch of a new initiative to protect data-driven marketing. The Data-Drive Marketing Institute (DDMI) aims to engage the marketing industry in a $1 million coordinated campaign to create awareness of the benefits of data, and a data-driven economy.
"The sole purpose of this effort is to set the record straight about the characterization of what marketers do. There's a lot of fear-mongering out there that's incorrect. When the chairman of the FTC talks about being denied health insurance if you go online to purchase a deep fryer, it's wrong," Woolley said in a press conference today.
She said that consumers expect marketers to use their data to deliver optimal customer experiences. I think if people were concerned about it, consumers wouldn't be doing certain behaviors like downloading apps and clicking on ads, and they'll aslo be lobbying for this. People aren't marching to Congress, Woolley explained.
Three components to the Data-Drive Marketing Institute include:
1. Advocacy: The DDMI will bring data-driven marketers together to educate policymakers about the benefits that the industry provides to consumers.
2. Consumer Engagement and Education: The DDMI will work to engage and educate consumers about the benefits they receive from the use of their data.
3. Research: The DDMI will conduct expansive research to understand and communicate the value of the data-driven marketing industry.
"Together, those in the data-driven industry must educate the public and create awareness around the world about the importance of data," Woolley said.