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DAVID SCHEERES CEO - ASPEN WAITE IN WALES
DATA. The new oil? Data (US: /ˈdætə/; UK: /ˈdeɪtə/) is individual facts, statistics, or items of information, often numeric. In a more technical sense, data is a set of values of qualitative or quantitative variables about one or more persons or objects. Albert Einstein said, “the true sign of intelligence is not knowledge but imagination”. He meant that knowledge is not intelligence and learning facts and formulae is not enough, but the motive of life is to think beyond imagination. In this short article I will explore some of my views on data, its use and acquisition. In 1995 Tesco launched its loyalty club card and I, along with subsequently 20 million other UK citizens, signed up for one, as did my wife. I thought it was a great idea to reward loyalty with points that could be credited against future purchases and as many of the purchases were essential anyway, why not? I used my card infrequently, usually on the way home from work to buy dog food, the odd bottle of wine and to fill fuel at their garage. My wife used her card when making most grocery purchases and other household items. About two years into the scheme on one Saturday morning two envelopes arrived addressed independently to my wife and I and both containing “offers” of discounts and products. The offers were completely different and it was clear that Tesco thought that I was some alcohol crazed animal lover and my wife a stay at home “nuclear housewife”. Whilst I may enjoy a tipple, on occasion such as at recent lamentable performances by our national rugby team, and I do like animals, these two facts far from define me as a person and it became immediately obvious that I was being stereotyped for marketing purposes and the “loyalty” card was really an exercise in harvesting data. In the words of Patrick McGoohan in “The Prisoner” television series I decided instantly that “I am not a number; I am a free man” and cut my loyalty card in two. I regarded it as an intrusion and almost dystopian. Tesco now knew that I had a dog(s) and a pretty good idea of my religious or ethnic background from a couple of regularly bought items. If you have not heard of “The Prisoner” check it out, it is a 1960’s avant-garde psychological science fiction TV series.
