An Audience of One: Drive Superior Results by Making the Radical Shift from Mass Marketing to One-to-One Marketing

DATA IS THE NEW OIL THAT KEEPS 1:1 MARKETING RUNNING SMOOTHLY

The world’s most valuable resource is no longer oil, but data.

—THE ECONOMIST, MAY 6, 2017¹

In 2006, Clive Humbly, UK mathematician and architect of the Tesco Clubcard, made the now notorious statement, “data is the new oil,” comparing the nature of raw, unrefined data to oil. A May 2017 article in The Economist expounded on the idea. The author noted that new commodities lead to lucrative, fast-growing economies that eventually draw the attention of antitrust regulators worried about who can control their flow. The article compared oil, the new commodity a century ago, to data, the ...