Why is data about me important to companies?

Today, more than any time in history, data and technology fuels most of our day-to-day lives. We have come to expect companies will make their interactions with us personal. We no longer want to receive mass marketing - getting bombarded with ads that have no relevancy to our lives - because it's intrusive and wastes our time.

That's why companies want to use data about you to personalise and shape your experiences with them. Direct marketing has used data for a long time to try to achieve these goals. In the past, data was used for marketing by mail or phone.

Technology now enables companies to improve on these tried-and-true practices to make sure that you're getting relevant offers by using data across all the media you interact with, both personally and anonymously.


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