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The founder and chief executive of Auckland-based analytics firm Data Insight says the marketing industry is commandeering emerging technologies and new understandings to find slicker and more effective ways to get messages to consumers.
At the heart of much of it is information: information about you, Ms Vicelich says. And that means people need to be wise about divulging information about themselves online.
Smartphone apps are a case in point.
Most people have smartphones, on to which they download apps for services they want. But to get free apps, users normally have to agree to several "permissions".
These can grant the app provider access to everything from your identity, location and photo files to your phone number and the number of people you call.
Ms Vicelich warns: "You need to know, what are you giving them and what are you allowing".
"For example, if it wants to turn on your location, why? I’m happy to show my location to Uber, because they send me a car. But if Uber was to see I was walking past McDonalds and say ‘Here’s a voucher for a cheeseburger’ I would mind. Because that is not what I signed in for; that’s not what they told me they were going to do with that information."
Internationally, there are moves to give consumers stronger rights over their information. And many companies are aware of the need for transparency about how they use information they gather.
But people need to remember this is a constantly evolving field, she says.
She cites the 2002 movie Minority Report, about using psychic technology to predict and prevent crimes before they occur.
"What seemed very much science fiction is no longer, and all those things are possible; facial recognition technology etc. So then, it is just about being aware and mindful around your data and where you are sharing things and how you are interacting."