Your phone company is watching

After watching Malte Spitz's video on phone companies and data retention, I felt shocked that I wasn't actually aware of the directive that was in place across the EU regarding our data. Spitz explains that in 2006 the EU commissioned the Data Retention Directive, which allowed phone/internet service companies across Europe to store data, for a minimum of 6 months, and a maximum of two years. He continues to explain that he was curious, as to what data they were actually storing, and so he enquired. Spitz requested his details from his German provider, Deutsche Telekom, who weren't so co-operative at the beginning. After filing a lawsuit, he finally receives his settlement - his data. As anyone would be, Spitz was somewhat overwhelmed, maybe because with all this information you could work out his location, travel and relations from the past six months. The data collected can determine when somebody goes to sleep, or can determine relationships between people.

To some, this is shocking, an invasion of privacy - but isn't it almost fascinating? The fact that the majority of consumers are unaware that this kind of information actually is being stored, or the fact that it's true, in this digital age, we do have to fight for our self determination. But this information is ultimately what contributes to our consumer behaviours as a nation, and would we change it now?

The thing is, this is nothing new. At the heart of marketing, there's data, a huge amount of raw data. From the perspective of a consumer, yes, it's daunting knowing that someone somewhere knows so much about you, but do you complain when TopShop recommends a handbag you'd like? Or when Amazon kindly reminds you about the books you need for Uni? Essentially, our mobile phones are what defines us, and from a marketing perspective, it's never been easier to tailor the right technique. Our mobile phones are the epitome of real life cookies, and is possibly the most current and powerful marketing tool there is.


Take a look at the video in the link below, it's extremely insightful.  

http://www.ted.com/playlists/56/making_sense_of_too_much_data.html

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