• by Mark Walsh  @markfwal, May 23, 2013

How comfortable are consumers with providing all this data exploited by marketers? Nada Stirrit, CRO, at Acxciom, said that if a marketer appears to be creepy or too aggressive or simply send the wrong message, you don’t have a second opportunity to correct that impression. Speaking at OMMA Data-Driven Marketing, she said she expects there to be a lot more focus on consumer control in the coming year. Jessica Kernan of Rapp emphasized the importance of providing utility—services that make people’s lives easier—in return for their data. She views that exchange as the privilege “of living in a data-rich world.” Pepsi’s Quinn Kilbury, meanwhile, said the company only wants to target people who want to see messages, and avoid others who marketing dollars would be wasted on.