Data

The Day Marketers Became ‘Big Brother’

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By Chuck McLeester

Every breath you take; Every move you make; Every bond you break; Every step you take,

I’ll be watching you

Every single day; Every word you say; Every game you play; Every night you stay,

I’ll be watching you

It’s a bit ironic, and somewhat prescient, that a band named The Police sang those lyrics in the year before 1984. We’ve finally found the Holy Grail of one-to-one marketing … but do we like it?

Back in the ’90s, I was working with a client using credit bureau customer data to build models of people who were likely to be interested in home equity loans.

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Headshot of Chuck McLeester

Chuck McLeester

Chuck McLeester's blog explores issues about marketing and marketing measurement. He is a marketing strategist and analyst with experience in healthcare, pharmaceuticals, financial services, pet products, travel/hospitality, publishing and other categories. He spent several years as a client-side direct marketer and 25 years on the agency side developing expertise in direct, digital, and relationship marketing. Now he consults with marketers and advertising agencies to create measurable marketing programs.

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