Big brother is watching, not so much!!!

We go from conference to conference where we are told that data is the future of marketing, and that in the near future we will be able to, not only analyse individual behaviour, but also predict it.

We read articles describing a tomorrow that feels a little bit like a Sting song (for you out there who are not Sting fans let me clarify by quoting the lyrics, “every breath you take and every move you make, every bond you break, every step you take, I’ll be watching you”).

As a marketer, and a general lover of data, I get very exited every time I think of the prospect of a world where I don’t only achieve perfect targeting, but where I anticipate individual’s needs, with the aim of being the first marketer in queue to satisfy Bethan’s from Mumbles craving for ice cream (before she’s even felt it)!

But as a citizen I have at times felt slightly uneasy at the idea of big brother watching my every move! This discomfort however, was recently put to rest by the one and only on-line retail Guru, Amazon!

A few weeks ago I decided to buy a new digital camera. Experience has taught me that there is no point in shopping around for hours; good old Amazon always manages to be price competitive and reliable. I placed my order for a camera and a case, and a few days later; there it was my lovely little Canon IXUS 100 IS.

I was a little surprised that it came without any memory, but I patiently went through the process of ordering a memory card from Amazon (which arrived a few days later).

So you can imagine my surprise when on Tuesday I receive the following e-mail.

But I have already bought a memory card from you Mr Amazon…surely your database should have told you that!

If the argument is that this happened because the memory card was not in the same order as the camera, then I have to say, not good enough. Especially coming from the company that everyone quotes as the number one in on-line retail and targeting.

But separate orders is clearly not the argument as the next day I received the following e-mail.

I mean really Mr Amazon, I bought a case from you at the same time as the camera…there is no doubt that your database should have told you that?!!!!

The marketer in me is appalled, what a missed opportunity!!! Two useless e-mails, one potentially annoyed customer, and a massive missed opportunity at cross-selling something the customer has not already bought (not to mention that I should have been told when placing the order for a camera that it does not come with a memory card).

However, Liri the human being feels slightly relieved. We are clearly years away from someone stalking me on-line, knowing about, or anticipating my every move!

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