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%

Data Permissions Benchmark Results

Rosemary.smith@opt-4.co.uk

David.cole@fastmap.com

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?