The politics of consumer data

Abstract

Data is key to marketing. But data is not a neutral thing. It is political. There are macro-politics that validate, motivate and justify the use of particular forms of data and micro-politics between consumers, marketing organizations and other cultural institutions who want control over data. This study examines these politics by analysing attempts to restrict how marketers could access digital consumer data for the purpose of targeted advertising. Adopting a science and technology studies perspective, it concludes that caring for digital consumer data as a common resource is an important, ongoing and often unacknowledged aspect of contemporary marketing practice. It creates and maintains a market for marketing.