‘We can’t be cowed into shame on data’

August 19, 2019 | Share this article

If Cambridge Analytica had been employed by a large FMCG company, utilised the same methods and driven incremental but meaningful share gains, and then been uncovered, would the concern and interest be so high?

I somehow doubt it. The storm would have been contained to a marketing teacup; the fine unnoticed by many. But the impact of what CA did may be having far reaching implications for our own businesses and approaches.

As marketers, for whom data must become our activation bread and butter, we cannot be cowed into shame of the work we do and the way we need to use data.

Elections are often defined by fine margins and strong emotions. When the UK’s Labour party lost the 1992 general election they went back to the drawing board. A new approach was required.

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