Nell Merlino, creator of Take Our Daughters to Work Day and founder of Count Me In for Women’s Economic Independence and the Chair, Personal Data Independence Trust, encourages women to recognize their value as a data source for marketers.
As Merlino wrote in a recent Business 2 Community article on women’s online identities:
90% of all the data ever produced by humanity was created in the last three years. The typical consumer, who is mostly female, creates 1.8 million megabytes of data a year. It is expected to increase every year as people use more smart devices at work, for shopping and at home.
Women consumers, particularly mothers, make or influence 85% of all household purchasing decisions. Daily, over 50% of the world’s population is digitally engaged through a variety of mobile devices and connected smart products. What’s more, the amount of data is now expected to double every 2 years. Women are generating mega amounts of what is called meta-data – data about people and activities. 80% of that same data that people create is owned by companies.
This online activity is tracked, captured and analyzed by multiple parties for use in better suggesting your next similar purchase or a company’s own product inventory. Yet in comparison to “Big Brother,” Merlino terms the online activity of women, “Big Mother.”
As marketers place more importance on the growing value of women and their invaluable insights, there will be more opportunities for women to profit from sharing their personal decision making process.
You may hear Merlino’s voice in your head when she says, “Let’s not undervalue ourselves ever again.”
Read Merlino’s full commentary on Business 2 Community here.
We are also thrilled to announce that Nell Merlino will be speaking at our Women Get Social: Philadelphia conference, held September 5-6 at the Doubletree Center City as well as our Atlanta Bloggy Boot Camp in October. Visit our web page to register now.