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Having it both ways - trusted brands can use big data
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Transcript of Having it both ways - trusted brands can use big data
Observer Ethical Awards 2014
Having it both ways – trusted brands can use big data
Julia Porter,Guardian News & Media
Rosemary Smith,Opt-4
June 2014
Econsultancy, modern marketing manifesto -data
We believe data must be turned into insight and action to be a source of customer, competitive and marketing advantage.
Data is the bedrock upon which successful research, segmentation, marketing automation, targeting and personalisation are built.
Data allows us to predict future behaviour which is fundamental to creating strong customer lifetime value models and optimisingmarketing effectiveness. Digital channels provide new and valuable sources of data and customer insight that can be acted upon in real time.
If you do not see data as exciting, valuable and empowering then you are not a modern marketer.
Source: econsultancy
Econsultancy, modern marketing manifesto -brand
We believe the internet has forced transparency upon brands and businesses. Brands no longer control the message, consumers do.
This loss of control means businesses must communicate authentically and this requires a clear sense of self to which they can be true.
In a digital age what modern marketers need most is a strong brand.
Source: econsultancy
Using data is here to stay driving value across The Guardian 4 pillars of activity
Content
Engagement Revenues
Product
However, data has been in the news a lot…
Source: Tinder, April 2014
In truth, “Data” means many things to many people
How do you balance privacy with understanding customers?
People who believe that companies tell them how their personal data is used are more likely to be confident that companies, handle, share and use their data to deliver personal benefits
It’s Personal
Rosemary Smith
Data sharing is personal
Data is a competitive advantage
Permission is a privilege
“Google policy is to get right up to the creepy line but not cross it”
Marketers over-estimate people’s happiness to receive mobile, SMS, Twitter and Social Media contact by between 200% and 400%
30% Non Sharers
22% Scep cs 21% Pragma sts
19% Value
Hunters
8% Enthusias c
Sharers
Figures from “The Data Dialogue “
Jamie Bartle
www.demos.co.uk
What factors affect your decision to allow companies to market to you? Please tick all that apply:Overall (1175). Source: fast.MAP online survey February 2014
Trustworthy Clear
ReassuringRewarding
Fits with the brand values
Gives me choice
Secure
I’m in control
Well away from the creepy line
Trustworthy Clear
ReassuringRewarding
Fits with the brand values
Gives me choice
Secure
I’m in control
Well away from the creepy line
Data Permissions Benchmark
Clear
Trustworthy
Honest
Flexible
Appealing
Inviting
Reassured
Gives confidence
Rewarding
I’m in control
Welcoming
Values me
Gives me choice
My data will be safe
14 attributes
Clear 0.98
Gives me choice 1.07
Honest 0.96
I’m in control 1.11
Inviting 0.94
Trustworthy 0.92
Welcoming 0.96
Appealing 0.91
My data will be safe 0.90
Values me 0.97
Reassured 0.96
Gives confidence 1.03
Rewarding 0.94
Flexible 1.1
Yes 66%
Statements are compared to the
Data Permissions Benchmark
Respondents are asked if they would tick/consent
Each statements tested receives the following ……
Would people opt in to marketing here?
“By giving us your details and clickingthe submit button, you are agreeingthat we may use your personal data inaccordance with our privacy policyincluding for marketing purposes”
Would people opt in to marketing here?
“By giving us your details and clickingthe submit button, you are agreeingthat we may use your personal data inaccordance with our privacy policyincluding for marketing purposes”
38%
Would people opt in to marketing here?
“By giving us your details and clickingthe submit button, you are agreeingthat we may use your personal data inaccordance with our privacy policyincluding for marketing purposes”
38%
Clear 0.75
Gives me choice 0.77
Honest 0.82
I’m in control 0.62
Inviting 0.79
Trustworthy 0.78
Welcoming 0.78
Appealing 0.74
My data will be safe 0.75
Values me 0.86
Reassured 0.70
Gives confidence 0.75
Rewarding 0.86
Flexible 0.9
Yes 38%
Would people opt in to marketing here?
“By giving us your details and clickingthe submit button, you are agreeingthat we may use your personal data inaccordance with our privacy policyincluding for marketing purposes”
38%
Clear 0.75
Gives me choice 0.77
Honest 0.82
I’m in control 0.62
Inviting 0.79
Trustworthy 0.78
Welcoming 0.78
Appealing 0.74
My data will be safe 0.75
Values me 0.86
Reassured 0.70
Gives confidence 0.75
Rewarding 0.86
Flexible 0.9
Yes 38%
Would people opt in to marketing here?
“You know that we have some great deals in-store and online. To be the first to hear aboutthese offers - as well as to receive vouchers whichare only sent by email – please provide youremail address below.
You’ll start receiving offers straight away and there will be something special in the first email that you won’t want to miss!”
Email address…………………………………..
Would people opt in to marketing here?52%
“You know that we have some great deals in-store and online. To be the first to hear about these offers - as well as to receive vouchers which are only sent by email – please provide your email address below.
You’ll start receiving offers straight away and there will be something special in the first email that you won’t want to miss!”
Email address…………………………………..
Would people opt in to marketing here?52%
“You know that we have some great deals in-store and online. To be the first to hear about these offers - as well as to receive vouchers which are only sent by email – please provide your email address below. You’ll start receiving offers straight away and there will be something special in the first email that you won’t want to miss!”
Email address…………………………………..
Clear 0.81
Gives me choice 0.86
Honest 0.86
I’m in control 0.79
Inviting 0.96
Trustworthy 0.79
Welcoming 0.95
Appealing 0.90
My data will be safe 0.78
Values me 0.89
Reassured 0.82
Gives confidence 0.84
Rewarding 1.08
Flexible 0.9
Yes 52%
Would people opt in to marketing here?52%
“You know that we have some great deals in-store and online. To be the first to hear about these offers - as well as to receive vouchers which are only sent by email – please provide your email address below. You’ll start receiving offers straight away and there will be something special in the first email that you won’t want to miss!”
Email address…………………………………..
Clear 0.81
Gives me choice 0.86
Honest 0.86
I’m in control 0.79
Inviting 0.96
Trustworthy 0.79
Welcoming 0.95
Appealing 0.90
My data will be safe 0.78
Values me 0.89
Reassured 0.82
Gives confidence 0.84
Rewarding 1.08
Flexible 0.9
Yes 52%
Would people opt in to marketing here?52%
“You know that we have some great deals in-store and online. To be the first to hear about these offers - as well as to receive vouchers which are only sent by email – please provide your email address below. You’ll start receiving offers straight away and there will be something special in the first email that you won’t want to miss!”
Email address…………………………………..
Clear 0.81
Gives me choice 0.86
Honest 0.86
I’m in control 0.79
Inviting 0.96
Trustworthy 0.79
Welcoming 0.95
Appealing 0.90
My data will be safe 0.78
Values me 0.89
Reassured 0.82
Gives confidence 0.84
Rewarding 1.08
Flexible 0.9
Yes 52%
Would people opt in to marketing here?
“We’d like to keep you informed by email about our future offers and new product launches. Please tick this box to let us know that you are happy for us to do this
(Don’t forget, you can change your contact preferences at any time by logging into your account or by using the unsubscribe links which you will find on all our emails)”
Would people opt in to marketing here?
“We’d like to keep you informed by email about our future offers and new product launches. Please tick this box to let us know that you are happy for us to do this
(Don’t forget, you can change your contact preferences at any time by logging into your account or by using the unsubscribe links which you will find on all our emails)”
66%
Would people opt in to marketing here?
“We’d like to keep you informed by email about our future offers and new product launches. Please tick this box to let us know that you are happy for us to do this.
(Don’t forget, you can change your contact preferences at any time by logging into your account or by using the unsubscribe links which you will find on all our emails)”
66%
Clear 0.98
Gives me choice 1.07
Honest 0.96
I’m in control 1.11
Inviting 0.94
Trustworthy 0.92
Welcoming 0.96
Appealing 0.91
My data will be safe 0.90
Values me 0.97
Reassured 0.96
Gives confidence 1.03
Rewarding 0.94
Flexible 1.1
Yes 66%
Would people opt in to marketing here?
“We’d like to keep you informed by email about our future offers and new product launches. Please tick this box to let us know that you are happy for us to do this
(Don’t forget, you can change your contact preferences at any time by logging into your account or by using the unsubscribe links which you will find on all our emails)”
66%
Clear 0.98
Gives me choice 1.07
Honest 0.96
I’m in control 1.11
Inviting 0.94
Trustworthy 0.92
Welcoming 0.96
Appealing 0.91
My data will be safe 0.90
Values me 0.97
Reassured 0.96
Gives confidence 1.03
Rewarding 0.94
Flexible 1.1
Yes 66%
What does good look like?
Channel 4 – Viewer Promise
Channel 4 – key facts
• Within 22 months• Database has increased to 10 million
registered users• Which includes 50% 16-24 year olds
O2 – Privacy Policy
O2 privacy policy – key points
• Trust is key tenet of customer relationship• The brand and what it stands for is crucial
in winning the customer• Customer data and trust will be main
battleground in future• Wanted to create crystal clear terms and
conditions video – approx 20k uniqueseach month
DMA – code of practice
Questions?