Judging by my tech blog reading history alone, a behavioural targeter might statistically assume that I’m a 30-year-old male. And as soon as I change my marital status on Facebook, I’m assumed to be in the baby market. These rough assumptions don’t always match up with my intentions. As a consumer, I don’t have many ways to correct these faulty assumptions, which messes with the personalization and targeting potential of Big Data.
Indeed, marketers should attempt to give consumers more control, not less. When my own story doesn’t match the story I’m being sold, we’ve missed an opportunity for truly meaningful personalization. Giving me the opportunity to match my story with my data helps achieve both personal and commercial objectives.