Verizon And Opt-Out Of Market Analytics

Marketing analytics gives a focused view of a marketing campaign and the big picture for your overall marketing strategy. Accurate consumer data and effective marketing analysis helps marketers target the right people, at the right time, through the right channel, with the right message.This is the key to generating new business.It is often used to build a stronger customer base. It has the ability to analyse the past and predict the future by manipulating and analysing data. We are living in a new digital communication revolution. Data helps marketer to do the jobs easily. In an era of competition and growth, marketing managers must know how well their marketing campaign is performing. In the past this was a problem but no more. Tools like

“According to a study from Adobe, 68 percent of consumers find online advertising annoying, 54 percent say banner ads don't work (surprise!), and 53 percent agree that most marketing is "a bunch of B.S.”(Chloe Della)Instances like these make it very clear that consumers should be offered a choice to opt-out of marketing analytics.Verizon is a wireless phone company that makes money off data about our physical location and the websites we visit. Of course, companies tend to include a provision: consumers are allowed to "opt out." But that’s not always easy. On many websites, this option of opt out which limits the sharing of consumer data is not immediately noticeable. With the reformed EU Data Protection Act it would be mandatory for data controllers to inform the individual if he/she is under the microscope of marketers. It would also prevent data controllers to supply any information to media houses. “Any breach will come at a price. Under the proposed legislation, any fine will depend on the size of the corporation and the extent of the breach. It could be up to €100m or 5 per cent of annual global turnover, whichever is greater.” (Chahal) Recently a French Data Protection watchdog fined Google €150,000 for failing to amend how it tracks and stores user information in line with national

Accuracy of data may decline which would cause problems for small businesses to track the exact number of visits on their websites which could cause problems in their operations and give false projections. There is a certain part of the society that believes the fact that by using tools like Google Analytics media agencies can get access to personal information of any individual Web user. These people would just choose to opt out not knowing the fact that data is reported at the aggregate level and no personal information is available on any user. The study shows that 29 per cent would opt in to emails and other messages, compared with 51 per cent who say they would not opt out. When asked more specifically for their permission, the rate is even lower. If a brand wants to share information with ‘carefully selected companies’ that will send offers, only 18 per cent say they would tick the box to receive emails; 82 per cent say otherwise.The report, based on the responses of 1,175 people , was compiled by fast.MAP in partnership with agency Tangible and consultancy