I am considered the “Chandler Bing” amongst my group of friends.  Why? Because when my friends ask me what I do for a living I try to explain it and they look at me with total confusion.   (For the record “W.E.N.U.S.” is nowhere to be found in my explanation.)  “My company compiles data applicable to many uses; marketing being one and content being another,” I say.  “HUH?”  I continue my explanation and then a light bulb goes off.  “Soooo yoooou are the reason I receive junk mail?  Companies like yours creep me out.  How do you know so much about me?” is almost always the response.  I try to explain, “ If you consider it junk mail then the companies trying to sell you their products and services are doing something wrong.“  I’m really on a roll now so I continue, “Typically companies only want to contact you if there is potential of you using their products.  For example I am a MAC gal.  I have an IPhone and I use a MAC computer.  Would it make sense for Dell to solicit me for a new PC?  Or for Verizon to send me a coupon for a Blackberry?  Probably not as I am not their target audience.  But Apple on the other hand, they WANT me.    In this example data can be used for good as a pre screen.  Dell would want to target Dell users thus requiring them to find a database of Dell owners OR PC users.”  I won’t lie their eyes tend to gloss over a bit at this point but they get it.  They had never thought of it in this way before.   I usually don’t go beyond this point because let’s face it my friends aren’t really that interested at this point.  But if they asked I would continue...      

Data can also be used as content.  What does this mean?  A perfect example is the online white and yellow pages.  If you are looking for the phone number of your favorite Chinese food restaurant you will more than likely jump online. (Does anyone use printed phone books anymore?) The online yellow pages cannot provide you with a phone number without DATA driving the answer.  Are you a fan of Google?  You wouldn’t be if it weren’t for data.   Let’s say you are trying to win a bet with your co-worker as to what the release date for The Beatles Revolver album was.   Both of you jump on Google and enter in The Beatles Revolver album...seconds later a page of listings appears on your computer screen.  (The answer by the way is August 5, 1966)  The information is at your fingertips.   Why?  Because Google utilizes thousands upon thousands of data sources indexing them along the way.  Without data...no Google and you lose the bet.  

Beyond the selling of products and Googling; data can be as a tool for good.  Law enforcement agencies around the world utilize data every day to catch and track bad guys.   Emergency services and dispatchers need data to find people who need medical assistance or other types of aid.   Is there a navigation system in your car?  It needs data to tell you how to get home.

I’ll admit there are evil uses of data and they give us do-gooders a bad name.  We have all seen the horror stories.  A credit card company’s database is hacked into and customer’s information has been compromised.  A company’s customer database has been stolen by a former employee containing social security numbers, etc.   The key for those of us who compile data and use data for both content and marketing is to follow the rules of the road.  Marketers should utilize data from reputable companies who stand behind their compilation methodologies.   Compilers should vet their compilation processes, maintain the highest standards in regards to database security and abide by all laws and DMA recommendations.   When looking for a source of data keep these suggestions in mind and don’t be afraid to ask the questions.  At the end of the day we all want to be forces for good.   

BTW...If you find yourself wondering what “W.E.N.U.S.”  is an acronym for search for it on Google.  :)

-Michelle Brown

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