Google’s new My Activity feature allows individuals to review all the data Google has about them from search to YouTube to maps. While anyone’s first reaction, especially an Android user, is likely to be awe, a second thought should quickly follow for marketers: My Activity will educate consumers about the wealth of data that brands can access, raising their expectations of the relevance and value they should get in return.
I’ve caught myself expecting more from the brands I patronize. While on a business trip, it irks me when Uber’s promotional message doesn’t realize I’ve already moved on from one destination to another, even after I’ve used the app in the new location.
