Personally, I like it

Last spring, my high school student realized he needed “A Tale of Two Cities” for his literature class, and he needed it as soon as possible. He texted me the link to the edition he needed on Amazon. I clicked the link to order it from my phone.

Then the most amazing thing happened.

Amazon instantly told me we already had it. Turns out, I had ordered it two years earlier for his older brother.

I am guessing some smart person figured out that customers might order something they already have, then later realize this and be disappointed.

This automated way to check for this and alert us when this happens both delighted and amused this busy mother and her son.

Marketing automation serves customers

When I was supporting a marketing automation program with change management, I learned a tremendous amount about how companies are using personal data to better serve their customers.

For example, companies try to predict what information would be helpful to you by piecing together what you are looking at on their website and other activities you’ve done recently. Then they try to deliver it to you the way that they think you would prefer (email, banner ad, or perhaps personalized web site content.) I think of automation when done well is like a friend who is listening, who understands you and is trying to be helpful.

I am a fan of automation and am OK with some of my personal data being used. Bring it on.

Personal data can be exploited

I do share concerns about potential abuse of personally identifiable information (PII). For example, people who are vulnerable can be identified by their behavior and preyed upon. Think of a someone who is grieving the loss of a loved one or someone who is suffering from a mental illness.

Leaders, you are accountable for culture and enforcement

Marketing automation should be a covenant between consumers and business. As a leader, know safeguarding against abuse of PII is your responsibility.

You must emphasize and enforce using the goodness in automation and establish methods to watch for, catch and punish the abusers. Being responsible with PII is an ethics issue.

Purposely establish and reinforce a culture that embraces the personal responsibility for ethical use of PII by all your employees.

Ensure your culture and business processes support ethical use of PII

• Assess the company values that you communicate and measure; also assess your business processes that collect or process PII
• Align with your leaders on changes needed to emphasis and monitor ethical use of PII
• Integrate changes into your current business processes, performance metrics and messages
• Communicate the changes with a holistic communication strategy that sends messages to employees through expected channels
• Enforce the new behavior changes expected; be sure to establish methods to monitor for and report suspected abuse

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