Data Gatherers

Abstract

You can hardly have a book about emerging forms of mobile marketing without talking about data. Like many brand and business owners, I have always had a mixed relationship with data because while being amazed at the kind of data increasingly captured in the mobile and digital world, I am equally troubled as an average citizen about what is known about me and how it may be used or even abused. To understand this point, you don’t have to look much further than the Google financial settlement with a number of U.S. states over tracking online consumers without the consumer’s knowledge. My simple rule as a marketer has always been, “Do unto others as you wish done to you.”