Embrace the release of data

Consumer minister Ed Davey has a dream: “A shift away from a world in which certain businesses control the information they hold about consumers, towards one in which individuals, acting alone or in groups, can use their data or views about an organisation for their own or mutual benefit”.

Russell Parsons

Not quite as lofty an ambition as the better known dream Dr King had but a worthwhile sentiment all the same.

In an age where consumers are so readily giving up personal data when using the internet or mobile technology, it seems only fair that Government and brands should find a way to allow consumers access to that data and present it in a way that is useful to helping consumers make informed choices.

Giving up control of captured data, an asset prized as highly as any by marketers under pressure to improve the efficiency of campaigns, might seem like a step too far but it should be seen as an opportunity and not necessarily a threat to the bottom line.

Privacy and concern over the amount of data, not to mention fear of security breaches, have created a cynicism among consumers that “big brother” brands are taking with giving.

What better way to address this by showing that your brand is willing and able to give back captured data. And if the fear is that MyData’s proposed development of comparative apps and tools will “empower” consumers into the arms of competitors, then think of a new proposition that sets you apart from the crowd.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here