AS an early practitioner of database marketing – former head of marketing, Jaguar, MG and Triumph sports cars, as well as general manager, Sony UK consumer products division, responsible for introducing such expensive innovations as the XJS Jaguar, Walkman and the Compact Disc format – I write to make what I think I may reasonably regard as an informed comment on the absurdity of accusations about SNP contact with Cambridge Analytica ("Emails show party agreed to speak with CA despite dismissing them", The Herald, April 26).
As consumer profiling and affinity grouping developed as a key communications tool in the 1970s – nearly half a century ago – such work became a key tool of marketing and communications specialists.
Not taking an interest in what CA was claiming to offer, now, would have been a dereliction of duty for any advisers to SNP, whose communications professionalism has always impressed me.
Scoring cheap points by suggesting wrongdoing by association describes ignorance and prejudice; neither of them especially attractive qualities being presently manifested by such critics.
There may well be flaws in such Marketing and communications practice. I well recall a promotional offer based on the premise that "people tend to live by people like themselves", suggesting an attractive offer on Rover cars to neighbours of Rover owners, based on their ownership of other models. Fieldwork identified the "other models". The owner of a Mercedes was contacted, in a friendly fashion, noting that as an owner of Mercedes, registration plate number XYZ, the owner might care to consider a swap to Rover.
It transpired that the Mercedes belonged to a "family friend", who, in the absence abroad, on business, of the main occupant of the house, had no business being parked at the house. However, an affair with the spouse of the householder had long been suspected. Evidence for a divorce was requested of the Rover communicators, rather than a new car.
It seems the SNP has fallen foul of a similar situation. I am sorry to see it.
Tim Steel,
Tom na Moine, Kilchoan, Lochaber.
AS a matter of interest does the new General Data Protection Regulation (GDPR) which is supposed to regulate the collection of personal data by third parties apply to GCHQ as it, according to WikiLeaks, monitors all internet activity in the UK? It never asked my permission to intercept, harvest or examine my electronic data. Is it OK for the state to ignore what will be a law that the rest of us have to abide by?
David J Crawford,
85 Whittingehame Court, 1300 Great Western Road, Glasgow.
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