September 12, 2013, 5:13 PM — A funny thing happened last week while I was across the pond at IFA Berlin 2013, snarfing bratwurst and playing with wicked-cool electronics: Acxiom opened the kimono and showed us its data bits.
On September 4, the biggest name in data aggregation that most people have never heard of, let alone are able to pronounce, unveiled AboutTheData, a portal that lets consumers log in and see what marketers think they know about you. That Acxiom was working on a consumer data portal was first noted by Financial Times reporter Emily Steel last April and mentioned here at TY4NS as well.
Regular readers will remember that back in May I interviewed Jennifer Barrett Glasgow, chief privacy officer for Acxiom, who denied that her employer was actively working on a data portal for consumers. Well, so much for that. Apologies to my readers and to Emily Steel for suggesting otherwise. Shame on Acxiom for not being honest with me.
About AboutTheData’s data
The portal itself is not a huge leap forward in transparency, but it’s a step in the right direction.
To access your data, you have to surrender your name, address, email, phone number, and the last four digits of your social security number. Acxiom collects this, it says, in order to verify that you are really you and not someone pretending to be you. Once you’re in, you can peruse data in six categories:
This sounds more exciting than it really is (assuming, of course, that looking at your marketing data gets you warm and wiggly in the first place). As with other data aggregators like BlueKai and Exelate that have opened up their cookie data for public consumption, it’s mostly just a list of categories marketers think you might fit into, based on your Web surfing habits, offline purchases, surveys, and public records data that Acxiom has amassed.
Also, as usual, the data was sometimes spot on and other times wildly inaccurate. For example, it got my gender and marital status correct, but decided my surname is Asian (it’s Irish, thank you very much), that I had attended grad school (nope), and that I’m registered as a Democrat (I’m an independent, g-dammit). My homeowner info was pretty accurate, but my personal financials were way off. It had no info about my car whatsoever.
Overall, my data was pretty sparse – I hate shopping, and tend to opt out early and often from data collection. So I also logged in as my lovely wife (shhhh, don’t tell her), who is to shopping the way Homer Simpson is to donuts. When it comes to online bargain hunting she’s got ninja skills. Not surprisingly, Acxiom had amassed a lot more data about her, including total dollars spent online and off, number of purchases, average price paid, types of things she buys, kinds of stores where she shops, etc. Here’s a portion of that data:
I’m pretty sure this is a gross underestimate. I’d add a zero to almost every number they had.