The Data Deluge - by Arun C Kumar (Hardcover)

About the Book

Uncover the intersection between data use and ethics.

In The Data Deluge, Arun Kumar brings his digital and data development expertise and experience to start a needed and important conversation on how we should approach data and marketing. Data's explosion and targeted marketing has ushered in a new era of data use and analytics. Unfortunately, in today's world, neither marketers nor consumers are fully benefiting from this explosion of data.

Without pulling any punches, Arun presents a set of principles to drive your data strategy. Despite what regulators and politicians would have you believe, it is possible to be ethical and data-driven to the benefit of brands and consumers. With easy-to-understand language, Arun explains the current state of affairs around data use, and he offers solutions you can implement in your own marketing strategy and your business as a whole.

Featuring perspectives with experts across the industry, Arun shows how this situation is impacting more than just marketing teams. While CMOs should take heed, CEOs, CFOs, and other company decision-makers will do well to consider the impacts of data use on their bottom line. The surprising answer to making data work harder for marketers and people in the age of AI lies in the much-misunderstood world of ethics.

Book Synopsis

2024 Global Book Awards Gold Medalist in Marketing & Sales

In The Data Deluge, Arun Kumar brings his digital development and data management expertise and experience to start a needed and important conversation on how the industry should approach data and marketing. Data's explosion and targeted marketing has ushered in a new era of data use and analytics. Unfortunately, in today's world, neither marketers nor consumers are fully benefiting from this explosion of data.

The purpose of marketing is to strengthen a brand's relationship with its consumers; we are all collectively successful when brands are successful. There is no higher purpose for marketing to exist. Brands need to build relationships based on trust. Consumers want transparency. And they want digital marketing to work--to give them information and entertainment they need (and not repeated a thousand times). In a rapidly evolving data world, platforms are unlikely to change their policies; neither is legislation going to catch up with them. Meanwhile, consumers suffer the consequences, including lack of transparency. Hence marketers must create their own world of trust and principles that do not depend on external sources to succeed.

The Data Deluge invites all those in the marketing space, including CMOs, CEOs, those concerned with privacy and data, CTOs, and anyone who knows there can be a better way to intersect data and marketing, to join the conversation. There is a better way--and together we can find it.

From the Back Cover

Arun C. Kumar has spent his career driving digital development across the globe. In The Data Deluge, he takes the insights from his experiences, which span the marketing world, and invites readers to join the conversation on the intersection between data and marketing. Today, neither brands nor consumers are fully benefitting from the explosion of data, and inside, Arun presents a set of principles to drive your data strategy in an ethical manner.

Efforts from the government have yielded legislation that accomplishes little of their chosen aims. It is instead time to dismantle the practices that have tainted consumer perceptions of data and marketing. All business leaders need to work together to establish a code of principles that will elevate the industry and regain the trust of consumers. (And along the way, ignite new passion for the industry!)