Mining Everyone’s BusinessCustomer Data Integration in a Rich-Data Ecosystem

Jeff DeChambeau July 27, 2010

We’ve done a great job integrating technology into many facets of consumption (and life).

By going about their lives, consumers disclose their activities and interests.

The presence of technology (and data)in our lives is only going to increase.

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Data collection utopia

Privacy advocate utopia

“TMI” crew

VRM enthusiasts

time

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The Johari windowKnown to self Not known to self

Known to others Arena Blind Spot

Not known to others Facade Unknown

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Agenda

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Customer data-sharing habits

Enterprise data gathering

Get smart about data creation and collection

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Where does data ownership reside?

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Part I:Customer data-sharing habits

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Legacy consumer experience data collection:

Probably not optimal.Source: PBF Comics

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“TMI” crew

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Hyper-sharers will be around no matter the privacy climate. Services like twitter, buzz, facebook, and foursquare are designed to entice users to share and over-share.

If you want a specific type of data, try making it easy for people to share it.10

Part II:Enterprise data gathering

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Traditional data source types:publicly available, volunteered,

gleaned/mined, uniquely identifying

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Historically...

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How much data does the enterprise need?

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Apple and our partners and licensees may collect, use, and share precise location data, including the real-time geographic location of your Apple computer or device. This location data is collected anonymously in a form that does not personally identify you and is used by Apple and our partners and licensees to provide and improve location-based products and services. -Apple

“Nonaffiliated third parties are those not part of the family of companies controlled by Citigroup Inc. and/or Macy's, Inc. We may disclose personal information about you to nonaffiliated third parties.” -Macy’s Credit Card

“We collect your information from the following sources:• Information you give us, such as during transactions, customer service, surveys, and online registrations.• Information from other sources, such as consumer reporting agencies, and• Information automatically collected when you visit our websites, such as via cookies, and in stores, e.g. via

video cameras.” -Wal-Mart

“We collect it automatically when you visit our Web sites or use our products and services.” -AT&T

Ye Olde Privacy Policy

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Consider mobility: Rich, unique, personal, up-to-date data sources.

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I’m cash-poor but data-rich!

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“Private”“Public”

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What would it take to stop this progression?

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Part III:Get smart about data collection & creation

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How do we get smart?

Put on your data-goggles.

Create data-rich customer experiences.

Capture multiple types of data simultaneously.

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Facial recognitionPunctuality assessmentSocial network analysis

Brand preferencesEmotional responsesPost-event reviews

Repeat visit incentives

Movie theater

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Grocery store

Facial recognitionPurchase history

Habit detection/predictionRecipe suggestionsSuggested up-sellsEmotion detectionVCA path tracking

Best practices/words of warning

It’s easier to back up than to catch up.

Use data to make better experiences for your customers, not just to make more money.

If you’re using customer data to improve the customer experience, chances are good that people will allow it.

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Key takeaways

There exists tremendous opportunity to use data to segment customers and understand their behaviors.

This is accepted or ignored by customers, who abide by privacy policies that allow for data collection and sharing.

It’s happening, it’s going to keep happening, and your competitors are probably looking into it--if not already users.

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Questions

How much sway could public policy have?

If we can, do we increase sales at the expense of customer well-being?

Like with everything, there will be a black market. How will we respond?

What rights do consumers have over “their” data?

If there is a line that the enterprise doesn’t cross, where is it?

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Jeff DeChambeaujeffd@moxieinsight.com

416.836.8880