The Post-Election Data Landscape

Now that janitors are cleaning up the confetti and empty beer bottles across the Great Republic, we have begun to ask how President Obama’s second term will have an impact on us, our families and our businesses.

As we discussed in this space two weeks ago, the drumbeat of concerns about marketers’ use of data has increased.  With the re-election of a Democratic President, we can only assume that the drumbeat will grow louder and more persistent.  However, marketers should not assume that data armageddon lies just ahead.  Instead, smart marketers should understand that from a political perspective, data comes in two categories, just like cholesterol.  Understanding what politicos see as “good” data and “bad” data will help them prepare for any eventuality.