The Infinite Dial

Yesterday I used dating as a metaphor for building an online database, and consequently, a relationship with your listeners. There is another aspect to relationship building online that bears a second look. Relationships are built over time. On the Internet, this manifests itself in the form of a series of transactions--value exchanges--between you and your customers.

Before joining Edison, I worked with a behavioral marketing agency that specialized in crafting compelling messages based upon customer profile information. Our customers consisted solely of companies in the life sciences or in financial services. Why? Because our system would only work if we had a rich mine of customer data, and we quickly learned that people will only provide that data if they believe that, in exchange, they can improve their health or their finances. Those are certainly the only two online services that I would ever provide things like my spouse's name, or even my SSN, because those services improve the quality of my family's financial and physical health. Even with projects like pharmaceutical compliance programs, however, we also learned that you couldn't ask for the order all at once--and you couldn't ask for anything personal unless there was a customer-centric justification for it.

We never asked for too much information at any one time, and each request was directly related to a value exchange that was meaningful to our client's customers. When your broker asks for your age, it is because they need it to plan your retirement portfolio, and you need them to do it right. You don't hesitate for a second. Why would I ever even give a radio station my age, however? I might check a box to indicate I was 18 or older, or something along those lines, if I felt that was a reasonable request to win a prize. But just because your station would like to know how old its listeners are doesn't mean we have to tell you! Radio stations have to be cognizant of the shared experience of the Internet--when I sign up for something on 90% of the sites I frequent, I need only give my email address and sometimes my name--that is it. When I give up my email address, I understand that I might be marketed to, but I give it in exchange for what I perceive to be the value of the site or service. Few Web 2.0 services today ask for my address--because there is no justification for it.

That is why I hate to see radio stations with VIP/Listener Clubs like this one. It is doubtful I would ever give much past my name and email address to a radio station on the first date, and even after a long relationship I would never give them my Social Security Number! Again, "working a database" is a horrible term for relationship building. I might let a radio station get to first base with me, but you will have to buy me a lot of dinners to get further. And I will never, ever let you get past third--believe that.