Precision includes accuracy

If precision is key and we’re moving into the world of "every ad a wanted ad," then there’s nothing worse than getting some personalized piece of marketing that is just dead wrong.

I just received a letter from Dick Cheney thanking me for my support of the Republican Party. He thoughtfully enclosed a very fancy and official Certificate of Appreciation acknowledging my personal and financial commitment to the principles of the Republican Party. I am apparently a Sustaining Member of the Republican National Committee.

The mystery here is that I KNOW that I’ve never given them a dime. I also KNOW that I’m currently registered as unaffiliated. I’m fairly sure, but not certain, that I’ve never been registered as a Republican. I certainly haven’t been in the last three years while I’ve been living in my current home.

A cautionary tale for those of us who think targeted marketing is the future of advertising. It’s really cool if you can send someone a time-sensitive special for the local churrascaria. If they’re a vegan? Not so much.

Mike Orren is the Chief Product Officer of The Dallas Morning News; President of Belo Business Intelligence; husband to Crystal Orren; and a Mungarian at Munger Place Church in Dallas, TX. All opinions herein are mine alone.