Big Data and Marketing to Kids

As Big Data eases itself into the mainstream, more and more companies will be using user information to uncover and access hidden value in an effort to increase revenues.

All the while, we are asking ourselves (or should be, if we're not) more and more questions such as:

• At what point does big data become intrusive to individuals?
• What does the law say about the use and sharing of personal information?
• To whom does metainformation derived from this personal information belong? Does it belong to the individual or the business that created/collected it?
• What are the ethics of using personal information of minors and subsequent marketing to them?
• What are the applicable laws?
• Why is it that everyone wants in on big data?

What's of concern are statements such as those made by Equifax's CIO David Webb: "We know more about you than you would care for us to know." That's pretty scary. How does that impact minors? And, what are the ethics of monitoring kids for suitability as credit consumers, for example?

Disney has reportedly spent $1 billion on their MagicBand (or MyMagic+, it's not clear what it's actually called because of conflicting reports) RFID bracelet program making the happiest place on earth one heck of a data generating machine. The bracelets are tied into many of the company's systems (POS, ticketing, resorts, character interactions, etc.) allowing Disney to personalise the experience that much more once its fully implemented. Of course, as a customer you can opt out of providing information to Disney and identify yourself as a number linked to an account. Regarding children, "Disney is aware of potential privacy concerns, especially regarding children," but no action plan has been detailed to my knowledge.

The value and promise of big data is tangible. Will efforts to use our personal information and data to help us part company with our money succeed? Or will there be a backlash from a "No-Loyalty" activist group to fight against this money grab? Time will tell.