Having it both ways - trusted brands can use big data

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Presented by Julia Porter from Guardian News & Media and Rosemary Smith from Opt-4 at Marketing Week Live on the Marketing Academy Boot Camp Stage

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Having it both ways - trusted brands can use big data

  1. 1. 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
  2. 2. 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 optimising marketing 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
  3. 3. 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
  4. 4. Using data is here to stay driving value across The Guardian 4 pillars of activity Content Engagement Revenues Product
  5. 5. However, data has been in the news a lot… Source: Tinder, April 2014
  6. 6. In truth, “Data” means many things to many people
  7. 7. How do you balance privacy with understanding customers?
  8. 8. 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
  9. 9. It’s Personal Rosemary Smith
  10. 10. Data sharing is personal Data is a competitive advantage Permission is a privilege
  11. 11. “Google policy is to get right up to the creepy line but not cross it”
  12. 12. Marketers over- estimate people’s happiness to receive mobile, SMS, Twitter and Social Media contact by between 200% and 400%
  13. 13. 30% Non Sharers 22% Scep cs21% Pragma sts 19% Value Hunters 8% Enthusias c Sharers Figures from “The Data Dialogue “ Jamie Bartle www.demos.co.uk
  14. 14. 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
  15. 15. Trustworthy Clear ReassuringRewarding Fits with the brand values Gives me choice Secure I’m in control Well away from the creepy line
  16. 16. Trustworthy Clear ReassuringRewarding Fits with the brand values Gives me choice Secure I’m in control Well away from the creepy line
  17. 17. Data Permissions Benchmark
  18. 18. 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 14attributes
  19. 19. 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 ……
  20. 20. Would people opt in to marketing here? “By giving us your details and clicking the submit button, you are agreeing that we may use your personal data in accordance with our privacy policy including for marketing purposes”
  21. 21. Would people opt in to marketing here? “By giving us your details and clicking the submit button, you are agreeing that we may use your personal data in accordance with our privacy policy including for marketing purposes” 38%
  22. 22. Would people opt in to marketing here? “By giving us your details and clicking the submit button, you are agreeing that we may use your personal data in accordance with our privacy policy including 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%
  23. 23. Would people opt in to marketing here? “By giving us your details and clicking the submit button, you are agreeing that we may use your personal data in accordance with our privacy policy including 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%
  24. 24. 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 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…………………………………..
  25. 25. 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…………………………………..
  26. 26. 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%
  27. 27. 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%
  28. 28. 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%
  29. 29. 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)”
  30. 30. 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%
  31. 31. 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%
  32. 32. 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%
  33. 33. Data Permissions Benchmark Results Rosemary.smith@opt-4.co.uk David.cole@fastmap.com
  34. 34. What does good look like?
  35. 35. Channel 4 – Viewer Promise
  36. 36. Channel 4 – key facts • Within 22 months • Database has increased to 10 million registered users • Which includes 50% 16-24 year olds
  37. 37. O2 – Privacy Policy
  38. 38. 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 uniques each month
  39. 39. DMA – code of practice
  40. 40. Questions?

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