You’re not anonymous. Your location can be recorded on your smartphone, and while this is an advantage if you’re trying to find directions or restaurant nearby, when does it become invasive? Your behavior online allows your device – computer, smartphone, tablet – develop a relationship with you that you may not always want. They remember your likes sometimes better than your best friend.
Finding the right audience is key to any marketer. But with messages bombarding consumers everywhere they turn, how can we be sure our messages are being heard? We need data. And not just name and email address. We need to know who is more likely to purchase a new vehicle, buy a new house, or need a colonoscopy. Timing is critical. You want your message to be available at the time the consumer is making their choice. We also need to know how those people like to receive messages web ad, email, or word of mouth. All of these considerations lead us back to the need for data.