Father John Adams about 200 years ago said that “Power must never be trusted without check.” Today, data is one of the most precious commodities for the marketers. It represents a new form of power in the world order as you can change the decision of the people and influence the result of any vote. Legislations and self-regulation will be crucial in keeping the data miners in check.
As the power and value of the data are realized the legislation is being put in place to keep a check on the data exploitation. So sooner or later Tech Marketers have to find new ways to extract the data and comply with regulations.
The California Consumer Privacy Act (CCPA) was recently passed to tighten the noose on the data handlers. The legislation will force Facebook, and Google to disclose the nature of data they hold on the user and who are they sharing the data with. The main influence of the data law is GDPR that has gripped the organizations across the world that mine data and create user models to influence the decisions of the end user.
Data is powering marketers all over the world to a new level helping companies’ research on the audience who might be interested in their products or service. Marketers influence them with customized campaigns connecting with the audience on a personal level. Data is increasingly becoming important to satisfy customers and retain customers. Data as a vertical has many applications but needs to be handled responsibly and the U.S. needs to tighten the privacy law.
