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Data Brokers

Data Brokers - Keeping track of the people keeping track of you



You know those companies that maintain massive databases of consumers and their behaviors -- and sell all that information to marketers? Oh well. Perhaps you don't know them. They are supposed to be invisible, but they do have a significant impact on the effectiveness of marketing to consumers -- especially when it comes to online sales.



In the U.S. 3 million people are employed in the $300 billion-a-year data industry



Global online transactions generate 10,000,000,000,000 ($10 trillion) annually, and when there are that many zeros on the table, any advantage will be exploited as as the law will allow (or not).



Out of the 2,397 data broker companies, Acxiom Corporation is know as "the quiet giant."



It has the world's largest commercial consumer database, with information about 500 million active consumers worldwide.



Acxiom's database is so extensive that it had data on 11 of the 19 9/11 hijackers.



Their commercial consumer database contains "nearly every U.S. consumer," with data on 126 million U.S. households on 190 million individuals.



Averaging about 1,500 data points apiece, each consumer is assigned a 13-digit code and placed in one of 7,018 detailed socioeconomic clusters.



In 2011, Acxiom made $77.26 million in profit. Its clients include 47 Fortune 100 companies.



The company combines its 43-year-old offline database with mobile activity and online data from 75,000 websites annually to create what's called a "360-degree-view" of consumer behavior.



How are data brokers used? Companies and organizations in the U.S. spend more than $2 billion a year on third-party data. Why? In short: to sell you things, but also: information research, identity verification, fraud prevention, background checks.



CampaignGrid & Precision Network, two political online ad platforms, use data brokers to gather info on 150 million American Internet users, or roughly 80 percent of registered American voters, to better target political ads.



What they know about you. Data collection can range from surface-level contact and demographic information to hobbies, income, and special life events.



Personal Information: Hobbies, interests, and your friends and family.



"Life event Triggers:" getting married, buying a house, moving, sending a kid to college, or having a baby



Basic Data: Name, address, age, race, occupation, education level, number/age/gender of children, marital status.



Financial Information: Item purchase history, details about your salary, assets owned (vehicles, property), mortgages, loans taken for mortgages.



Public Records: Divorces, bankruptcies, any criminal history or court records, driving infractions.



Where do they get this data? There are three primary types of sources:



Acxion uses a shopper recognition program that cross-references a customer's ZIP code or phone number with a name from a check or credit card within a 10 percent margin of error -- and they never have to ask permission.



Public: Government records, public records, publicly available data.



Volunteered: Self-reported data from surveys and questionnaires



Private: Mostly data from other commercial entities, employers, online trackers.



What if you don't want to be in the database?

In short, tough luck. While some companies allow people to "opt out" of their databases, to truly get out of the system, a consumer would have to know about all the different data brokers that have their information and opt out of each one individually. And for consumers, that sort of information is really hard to find. 100101110101 100101 110101010 1011110100101 10101010100111010110101 00010111 10110010101011 01011010000111 000 11010100 101010 101010101 1010010010101 010101 0111101010100101 11010101 0010 010110101 10101011110001 1001 01000 01 10011100101010 0θ0 10101111100010 0010 0000 0110 0101010 01110 0101 010 θ111000 01 1011 110 01001010 010111 00 1 0010 1 01 100 01 00 11 10 1 010 01010 10 001 110 01001 101 10 1 00 000 01011 10 010010 000 01011 01 10100 001 10101 10 100100 10 01110 01 10010 O 101 1 1 100 1 0 10 1 10 10 01 1011110010 010 O 0101011110 101 1 1 1010001101 101 1 0101 10100 010 01 1 01000 111 10 0 0 111 001 0 11 01 010 0 1 01 0 G 1 1 1 10 0 10 1 00 110 0 01 Data Brokers O 0 11 1 θ 0 10 0 1 0 01 0 Keeping Track of the People Keeping Track of You You know those companies that maintain massive databases of consumers and their behaviors - and sell all that information to marketers? Oh well. Perhaps you don't know them. They are supposed to be invisible. But they do have a significant impact on the effectiveness of marketing to consumers -- especially when it comes to online sales. In the U.S., Global online 3 million transactions generate people are employed in the 10,000,000,000,000 ($10 trillion) $300 annually, and when there are that many zeros on the table, any advantage will be exploited as far as the law will allow (or not). billion-a-year data industry. Out of the 2,397 data broker companies, Acxiom Corporation is known as "the quiet giant." 99 Acxiom's database It has the world's largest commercial consumer database, with information about is so extensive that it had data on 500 million |11orthe 19 active consumers worldwide. 9/11 hijackers. Their commercial Averaging about 1,500 consumer database contains "nearly every U.S. consumer," with data on data points apiece, each consumer is 126 assigned a 13-digit code and placed in one of million 7,018 U.S. households and 190 million detailed socioeconomic clusters. individuals. In 2011, Acxiom made $77.26 million in profit. Its clients include 47 Fortune l00 companies. The company combines its 43-year-old offline database with mobile activity and online data from 75,000 How are data brokers used? websites annually to create what's called a "360-degree view" of consumer behavior. Companies and organizations in the U.S. spend more than $2 billion a year on third-party data M1 14141111 Why? In short: to sell you things, but also: CampaignGrid & Precision Network, two political online ad platforms, use data brokers to gather info on 150 million information research identity verification American Internet users, or roughly 80 percent of registered American voters, to better target political ads. fraud prevention background checks Data collected can range from What they know about you surface-level contact and demographic information to hobbies, income, and special life events. Personal information Hobbies, interests and your friends and family "Life event Basic data triggers" Name, address, age, race, occupation, education level, number/age/gender of children, marital status Getting married, buying a house, moving, sending a kid to college, or having a baby $$$ Financial information Public Records Item purchase history, details about your salary, assets owned (vehicles, property), mortgages, loans taken for mortgages Divorces, bankruptcies, any criminal history or court records, driving infractions Where do they get this data? Acxiom uses a shopper recognition program that cross-references a customer's ZIP code or phone number with a name from a check or credit card to confirm shopper identities within a 10 percent margin of error --and they never have to ask permission. There are three primary types of sources: Public Volunteered Private Government records, public records, publicly available data Self-reported data from surveys and questionnaires Mostly data from other commercial entities, employers, online trackers What if you don't want to be in the database? In short, tough luck While some companies allow people to "opt out" of their databases, to truly get out of the system, a consumer would have to know about all the different data brokers that have their information and opt out of each one individually. And for consumers, that sort of information is really hard to find. 2012 Annual Report. Accom Corporation 2013 Why big companies buy sell your data Ed Lavandera Lason Morrs CNN Au 23. 2013 http://www.cnn.com/2012/08/23/techwebrbig data-acxiom. ermation Services Fu the Global Economy and infrastructure jernifer Glargow Acsom Corporation Aug. 15.2012. http://markeyhouse govistesimarkayhoue gow Sevdocumenit/Aompdl. "Everything We Know About What Data Brokers Know About You Los Bocintt. Propublica Mar7, 2013 SOURCES http://www.acxon.comvuploadedfilesContent/About Acoom Ivestor nfo/Raporti/Annual/2012/Annua20 Report2020122DFNAL par "AVauit for Tikrig Charge of Your Online Life Natacha Singer The New York Times Dec. 8.2012 http//www.rytimes.com/2012/12/09/0outiness/company ervisons-vauts-for-personal-ditahtmlipagewanted= Lie Event Triggers" Experan Marketing Services http://www.experian.com/marketing-services/ifie-eventemarketing htm http://www.propubica.org/article/everything we-know. about what-data brokersknow-aboutyou "They Krow What Youre Shopping For Jeremy Singen Vine. apping and Sharing the Consumer Genome. Natasha Singer The New York Times Jun 16. 2013 http:/www.nyames.com/2012/06/17technologylacoom che-quet-gant of-consumerdatabase-marketinghtm Jennifer Valentino-Devnes. The Wall Street journal, Dec 7.2012 http://online.w.comvarticle s810001424 127887324784404578143144132736214htrol Consumer Data and Data Carda. Epailon TargetSource US Hoboes and ref=natashisingers0 Irterests Epsilon TargetSource directory Eosilan Data Management LLC itp:/latsepslon.com/marketipage=research/datacardid=259620. "Never Heard of Acoom Chances Are Theyve Heard of You Richard Behar Forturie Magazine. Feb. 23 2004. hmp//moneycnn.com/magazrefortunelfortune archive 200402/23/362182ndexhtm visual.ly

Data Brokers

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You know those companies that maintain massive databases of consumers and their behaviors -- and sell all that information to marketers? Perhaps you don't know them. They are supposed to be invisible....

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