How Do Not Track Affects Data Collection

My company recently had the opportunity to sponsor a South Florida Interactive Marketing Association educational forum with Congressman Allen West (R-FL) regarding the new Do Not Track legislation. And, while some data marketers may turn away from the issue thinking it is solely a web marketer’s debate, we need to all remember where most of our data is originating from these days.

From a data industry standpoint, whether you are on the customer or prospect side of the fence, almost all new incoming information is emanating from web-based sources. Therefore, issues related to web-based data collection and privacy potentially affect us all.

In regards to Congressman West, it turns out that surprisingly he is married to a full-fledged Masters of Business Administration (MBA). As such, he has a rather keen affinity for data marketing. When asked about his own use of data and analytics, Congressman West was quick to note that he uses data to tailor messaging based on demographics, interests and geography.

“You have to be a data strategist," noted West. “Every message needs to be tailored based on the individual demographics. Different areas need to be addressed differently.”

So if everyone—including savvy politicians—are using data for microtargeting, where does the actual responsibility for gathering that data lie? And, is new legislation needed to control privacy?
In Congressman West’s interaction with the audience of professional marketers he noted that “while we need to protect, we don’t need to overdo.” He went on to explain that there is accountability on the part of the individual providing their information. The industry, he stated, should not be tasked with finding ways to remove all responsibility from the consumer. He feels legislation is restraining. “More legislation and more penalties are not going to help create new jobs. It’s not how you incentivize growth (in the marketing industry.)”

It seems that there needs to be a happy meeting of the minds to unite those who seek to micro-manage and spoon feed privacy and those who seek to collect it. While the Federal Trade Commission’s Congressional testimony included a request for “an option that lets consumers choose to opt out completely or to choose certain types of advertising they wish to receive or data they are willing to have collected about them,” most companies already have processes such as this in place. And, it is up to the consumer, as he suggested, to take action by opting out.

With marketing budgets already tight, most marketers are seeking ways to make messaging more relevant and more accepting to recipients—not visa versa. I believe that all marketers would be in agreement with the fact that it costs too much to engage in unwanted communication. As a matter of fact, it is common practice for data administrators to remove persistent non-responders.

Going back to 1970, the very first collection of U.S. consumer data was the U.S. Census. This survey is readily available for access today—along with many other sources of public government records—all posted online.

So, it does beg the question – if government is going to legislate privacy protection standards for private sector websites, will they offer the same opt-outs for their own sites as well?

Carol Lustig is CMO of Media1/Headstrong Media.