My first encounter with marketing data malpractice came at a young age. I wasn’t old enough to understand what was going on at the time, but my dad loves to tell the story. As I’ve gotten older, the humor and timeless relevance of this anecdote have struck me more and more.
It was the mid-90s. We received a piece of mail at our house addressed to Lucy Nelson. It was a credit card offer from one of the industry’s heavy hitters. Nothing out of the norm so far, right?
Here’s the problem: Lucy was no longer alive.
And the bigger problem: Lucy was not a human. She was our dog.