What does data sharing mean to consumers? - 27 February 2013

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What does data sharing mean to consumers? - 27 February 2013

  1. 1. Data protection 2013 What does data sharing mean to consumers? Wednesday 278 February Friday February2013 #dmadata #dmadataSponsored bySupported by Insight Partner
  2. 2. Agenda5.30pm Registration and refreshments6.00pm Welcome & research findings Paul Seabrook, Director and Co-Founder, fast.MAP6.20pm Client speaker – Max Kelly, Virgin Insight6.50pm Panel discussion Karl-Magnus Wadsack – Equifax Tim Drye – DataTalk Rosemary Smith – Opt4 Max Kelly – Virgin Insight7.20pm Closing comments Paul Seabrook, Director and Co-Founder, fast.MAP7.30pm Networking8.30pm End of Event
  3. 3. Welcome& research findingsPaul Seabrook, Director and Co-Founder, fast.MAP
  4. 4. What does sharing data mean to consumers?Data Tracker – Wave 4February 2013Paul Seabrook – fast.MAP
  5. 5. A love / hate relationship? Data and online shopping…
  6. 6. Big Data challenges and opportunities EU Data Laws under review Consumers willing to share if they see a benefit Ever increasing amount of data Data > Insight > Application. Client job titles are changing DMA supports with a range of tracking studies Bring the consumer into the discussion
  7. 7. Methodology 29 questions were submitted via a self completion online survey to fast.MAP’s nationally representative Consumer Voice panel Sample size = 1,193 Field work September 2012 Results representative of the UK population based on age and gender (18+) Panellists were incentivised by £250 prize draw
  8. 8. 6 Key Areas Trust Motivations Value Exchange The Savvy Consumer Current Affairs – Cookies Practical Advice – Opt in / out statements
  9. 9. Trust: FS performs fairly well.Q: Please read the list of commercial and not-for-profit sectors that follows and rank them according to how much you trust themwith any personal data they may hold about you. Please use the scale provided: Ranking sectors by trust with personal data - trust to degree/high level of trust only 77% Savings 71% 77% 76% 74% 78% Legal services (e.g. Solicitors) 74% 75% 52% Public services/central government 60% 62% 72% 71% Mortgage 63% 69% 73% 71% Banking 64% 67% 73% 67% Charities 63%66% 65% Local government 57% 64% 62% Home shopping 56% 60% 63% 65% Credit card 57% 63% 66% 63% Utilities 60% 57% 65% 64% Telecoms 53% 58% 61% 26% Political parties 30% 29%32% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Jun-10 Trust to degree/high level of trust Sep-10 Trust to degree/high level of trust Apr-11 Trust to degree/high level of trust Sep-12 Trust to degree/high level of trust
  10. 10. Trust: Again FS seen as having good credentials Of these sectors, which two would you trust the most with your personal data? Banking 38% Legal services (e.g. Solicitors) 33%Public services/central government (e.g. NHS, DVLA, HMRC, DWP) 27% Local government (e.g. Councils, Education authorities, Police) 19% Mortgage 14% Savings 14% Charities 11% Credit card 10% Supermarkets 6% High street retailers 5% Online only retailers 5% Insurance 5% Home shopping 4% Utilities 3% Entertainment (e.g. Ticketmaster) 2% Restaurants and related services (e.g. Taste Card) 2% Telecoms 1% Political parties 0% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Would trust with personal data
  11. 11. Holding on to trust Which one of the following would be the primary cause for you to lose trust in a brand to handle your personal data responsibly? 21% Receiving unwanted marketing 25% materials 26% 27% 49% May-10 45% Bad personal experience Sep-10 46% Apr-11 43% Sep-12 30%Bad press due to losing customer data / 30% data breaches / data misuses 29% 30% 0% 10% 20% 30% 40% 50% 60%
  12. 12. Who’s responsible? The trend has continued andnow it’s companies / organisations Who do you think is responsible for looking after consumer interests when it comes to your personal data? 34% 31%Companies / organisations 33% 36% 39% 41% Individuals themselves 39% 35% 9% May-10 10% Sep-10Information commissioner 8% Apr-11 13% Sep-12 15% 14% The government 14% 12% 3% 4% Trade bodies 5% 3% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
  13. 13. Motivations: Clear & relevant privacy policy Please read the following list of offers and assume they are being made by a company or organisation. Please indicate which ones would persuade you to give your personal data to them. Please tick all that apply: None of the above 20% Free shipping 20% Discounts 23% Money off vouchers May-10 25% Sep-10 Free samples Apr-11 25% Sep-12They provide essential service 31% Clear privacy policy 43% Trust in the company 47% 0% 10% 20% 30% 40% 50% 60%
  14. 14. Motivations: Positive trends Do you share your personal data for marketing purposes with companies who are known to you? 75% 74% Companies I have a relationship with 71% 76% 62% A company that sells products that I have to 58% buy (e.g. an insurance provider) 56% 63%A company that sells high-value products that I 23% Jun-10 Yes 23% Sep-10 Yes might consider buying in the future (e.g. a 20%games software provider launching a new title) 29% Apr-11 Yes Sep-12 YesCompanies that I don’t have a relationship with 27% but which are connected to a company I do 19% have a relationship with (same group or 23% partnership programme) 20% 11% 7% Companies I don’t have a relationship with 10% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
  15. 15. Motivations: DM basics are critical What makes you unsubscribe from online marketing communications to stop messages from a company with whom you have a relationship? Please tick all that apply. Communication is not relevant 59% No further use for their product / service 58% Communication is too frequent 56%I never gave the company permission to contact… 54% Poor customer service 43% Unreliability 39% Sep-12 Loss of integrity 35% Not enough valuable information 29% Price change 22% They never go the extra mile 15% None of the above / not sure 7% Other (please specify) 2% 0% 10% 20% 30% 40% 50% 60% 70%
  16. 16. Value Exchange: Buying online gives highest data opportunities What personal data are you willing to share? Please tick all that apply: Buying goods online 82% 77% 79% 38% 24%14% 53% 11% Creating an email account 73% 48% 64% 20% 30% 14% Requesting more information / a brochure 68% 65% 56% 10% 18% Requesting a quote 67% 55% 66% 22% 21% 20%Requesting a free sample / money off coupon / voucher 66% 61% 62% 12% 20% 13% Creating a social media account 54% 19% 53% 9%23% 35% Pledging support for a cause 53% 39% 49% 11% 7% 35% 9% 0% 50% 100% 150% 200% 250% 300% 350% 400% Name Address Email Telephone Date of Birth Bank details Credit / Debit card details None
  17. 17. Value Exchange: Some key data is getting harder to get Name AddressEmail TelephoneDate of BirthBank details Credit / Debit NoneDifference Sep 12 vs Jun 10 card detailsPledging support for a cause 1% 3% 6% 1% 1% 0% 1% -6%Creating a social media account 6% 1% 7% 4% 4% -1% 0% -10%Requesting a free sample / money off coupon / voucher -4% -3% -1% 0% 3% -1% 1% 1%Requesting a quote -3% -3% -1% -8% -2% 1% 1% 2%Requesting more information / a brochure -3% -2% 1% -3% -2% 1% 0% -1%Creating an email account -2% -5% -5% -2% 0% -1% 0% 0%Buying goods online 4% 1% 3% -5% 2% 2% -3% -3%
  18. 18. Value Exchange: Approaching half wouldshare but only if there’s no financial gain Please read the following statements. If companies were to take the actions described below, please let us know if this would make you more willing to give permission to share your data with third-parties: The company assures customers that the company did not sell their data to third 47% parties for a monetary benefit The company provides a full explanation as to why they share their data with third- 39% parties The company guarantees that the privacypolicy of the third party matches the level of 40% Sep-12 Yes their ownThe company notifies customers when their data is shared with a third party and 37% provides the name of the third party The company lists on their website all third 36% parties with whom they share data 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
  19. 19. The Savvy Consumer: One in 5 have atleast 4 email addresses How many email addresses do you have? Please think about work and personal. 6% 5+ 13% 4% 4 7% 20% 3 Apr-11 16% Sep-12 35% 2 33% 35% 1 31% 0% 5% 10% 15% 20% 25% 30% 35% 40%
  20. 20. The Savvy Customer: Nearly two-thirds will give a low value email address to beat the system Thinking about the email accounts you may have, please read the following statements and indicate how much you agree / disagree with them: I check all of them regularly 43% 23% 16% 14% 4% Strongly agreeI tend to use at least 1 to give to companies / websites Agree when I don’t want to give away my main email 31% 32% 20% 13% 4% Neither agree nor disagree address Disagree Strongly disagree I have some that only get checked every now and 15% 27% 15% 22% 20% them 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  21. 21. The Savvy Customer: Trust is key and easily measured by new customers Thinking about buying goods online, when you are offered the facility to set an account up so you don’t have to re-enter data the next time you use the site, please read the following statements and indicate how much you agree or disagree with them: Only do this for brands I trust 21% 45% 27% 4% 3% Set an account up after I’ve used a site / 10% 44% 32% 7% 6% company a few times Strongly agreeTend to set up an account but often lose the Agree 9% 23% 30% 23% 14%username / password details when I try and… Neither agree nor disagree Disagree Always set an account up 9% 16% 39% 27% 9% Strongly disagree Never set an account up for future use 8% 11% 37% 32% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  22. 22. Current Affairs: Cookies The law on the use of cookies by websites has recently changed. It has altered the way websites can use them on your computer. Do you feel you know what cookies are? I have not heard of cookies 2%I have heard of cookies, but do not know what they do 29% I understand what cookies do 69% 0% 10% 20% 30% 40% 50% 60% 70% 80%
  23. 23. Current Affairs: Cookies are noticed but a fair degree of apathy is evident Please read the statements below and indicate how much you agree or disagree with them in regard to the use of cookies by websites: I have noticed more announcements about 35% 36% 23% 4% 1% cookies on the websites I use Cookie tracking has become an irritation to me 12% 30% 40% 13% 5% when browsing websites I close the announcement about cookies 9% 24% 39% 20% 8% without reading itI can see the benefits to me with this change of 7% 30% 49% 9% 4% law Strongly agree I am wary of websites with no reference to Agree 7% 22% 51% 15% 5% cookies on it Neither Agree nor disagree I feel more informed about cookies as a result Disagree 7% 31% 41% 14% 7% of the announcements on websites Strongly disagree I ignore the announcements about cookies 6% 23% 39% 26% 6% I opt out of having cookies 5% 20% 45% 24% 5% I no longer use certain websites if they do not 4% 14% 47% 24% 10% carry announcements about cookies 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  24. 24. Practical Advice – Opt in / out statementsIf you read the following statement regarding the use ofyour data, would you tick the box? Please assume thatthis is from a household name company with whom youare making your first purchase.Different statements were shown in isolation /monadically
  25. 25. Opt-Out; no third partyWe have some great offers and promotions that we’d liketo tell you about, but please tick the box if you wouldprefer not to receive them from The ABC HouseholdName Company. □ 50% would tick the box
  26. 26. Opt-Out; no third partyWe have some great offers and promotions that we’d liketo tell you about, but please tick the box if you wouldprefer not to receive them from The ABC HouseholdName Company. □ 50% would tick the boxWe’re sure you won’t be disappointed with the messageswe’ll send you (and we’ll make it easy for you to changeyour mind later on if you no longer find our offers andpromotions useful) but please tick the box if you don’twant to try us out now by receiving the latest specialoffers, promotions and product information from The ABCHousehold Name Company. □ 60% would tick the box
  27. 27. Opt-Out; with third partyOur bespoke holidays are the talk of the town and so TheABC Household Name Company would like to keep youup to date with the latest special offers and promotions.We’d also like to share your contact details with ourcarefully selected partners who will also send youoccasional marketing messages that we think you’ll enjoy.Please tick here if you would rather not receive thesemessages □ 53% would tick the box
  28. 28. Opt-In; with third party Our bespoke holidays are the talk of the town and so The ABC Household Name Company would like to keep you up to date with the latest special offers and promotions. We’d also like to share your contact details with our carefully selected partners who will also send you occasional marketing messages that we think you’ll enjoy. Please tick here if you would rather not receive these messages □ 53% would tick the boxOur bespoke holidays are the talk of the town and so The ABCHousehold Name Company would like to keep you up to date withthe latest special offers and promotions. We’d also like to share yourcontact details with our carefully selected partners who will also sendyou occasional marketing messages that we think you’ll enjoy.Please tick here if you would like to receive these messages □ 30% would tick the box
  29. 29. Opt-Out; with third party collected separatelyOur bespoke holidays are the talk of the town and so The ABCHousehold Name Company would like to keep you up to date withthe latest special offers and promotions. Please tick here if youwould prefer not to receive these messages □We’d also like to share your contact details with our carefully selectedpartners who will also send you occasional marketing messages thatwe think you’ll enjoy but if you would prefer not to receive thesemessages please tick here □ 55% would tick the boxes
  30. 30. Opt-In; with third party collected separately Our bespoke holidays are the talk of the town and so The ABC Household Name Company would like to keep you up to date with the latest special offers and promotions. Please tick here if you would prefer not to receive these messages □ 55% would tick the boxes We’d also like to share your contact details with our carefully selected partners who will also send you occasional marketing messages that we think you’ll enjoy but if you would prefer not to receive these messages please tick here □Our bespoke holidays are the talk of the town and so The ABC HouseholdName Company would like to keep you up to date with the latest specialoffers and promotions. Please tick here if you would like to receive thesemessages □We’d also like to share your contact details with our carefully selectedpartners who will also send you occasional marketing messages that wethink you’ll enjoy so tick here if you would like to receive these messages □ 31% would tick the boxes
  31. 31. The full report & Infographic @dma.org.uk
  32. 32. Thank you
  33. 33. Sharing data wellMax Kelly – Virgin Insight
  34. 34. Sharing data well Max Kelly 27 February 2013
  35. 35. ONE OF THE COMPANIES IN THIS ROOM WILL MAKE THEFRONT PAGE FOR ‘MISUSE’ OF DATA 35
  36. 36. A simple equationRespect + Control + Value = Trust 36
  37. 37. Spending money
  38. 38. Web browsing
  39. 39. TV viewing
  40. 40. Mobile
  41. 41. Loyalty
  42. 42. Social
  43. 43. Health
  44. 44. So, someone knows exactly….• Where I live• Where I am at this moment• What I buy and when• Which brands I like• When I go on holiday and where• What I watch on TV• Which sites I visit on the web (even the ‘late night’ sites)• How many friends I have and how often I call them• What I like to eat and where• Who my friends are and what I do with them• Whether I still have my appendix, how good my eyesight is…. 44
  45. 45. …and it can go wrongSearch terms can Films can Targeting email content Scary T&Cs are just identify you identify you is spooky downright scary By the way, try not to lose it, particularly if you run the country 45
  46. 46. The first step is to get the data and permission to use itConsent90%60% & The more money involved, the more correct it will be30% More exciting Less exciting or valuable or valuable
  47. 47. Get the highest permission and then respect itWe’re sure you won’t be disappointed with the messages we’ll send you(and we’ll make it easy for you to change your mind later on if you nolonger find our offers and promotions useful), but please tick the box ifyou would prefer not to receive them from The ABC Household NameCompany 47
  48. 48. Using the data Vs.Anonymou Personal s 48
  49. 49. Using the data wellRespect + Control + Value = Trust 49
  50. 50. Respect• The right content• The right offer• The right channel• The right frequencyand it should feel personal 50
  51. 51. Respect Implicit/unwritten permission** nothing to do with the legal position 51
  52. 52. Control• Legals need to be right • Goes without saying • Consent question • Privacy policy• All things data-related should be straightforward • Seriously, don’t let the lawyers draft • Guidelines that everyone understands• And allow your customers access • Scary • Complicated • Increasing expected 52
  53. 53. Value: easy to understand 53
  54. 54. Value: what people will volunteer 54
  55. 55. What causes the vitriol“that information is nothing to do with you”“you are trying to manipulate me like Big Brother”“you are selling my data and making money”“you have all my data and you go and you lose it”“with all my data out their, someone will steal myidentity”“you are using my data to discriminate against me” 55
  56. 56. The benefits of doing it wellHappy customers with a better experience means:• More of them• Lower churn• Higher spendUltimately more revenue and profits 57
  57. 57. Your hand is likely to be forced 58
  58. 58. Pulling it together• Trust with consumers about their data is built through: – Respect – Control – Value• Collect permission and data well• Use simple, easy-to-understand language about data• Use anonymous data if it is possible• Look after the data carefully• Keep an eye on the future: legislation and consumer trends• As a final test: “would I be happy if this was happening to my data?” 59
  59. 59. Thank you for your timeSome personal datasharing:maxkellyuk@gmail.com 60
  60. 60. Panel DiscussionKarl-Magnus Wadsack – Strategic Consultant – EquifaxRosemary Smith – director – Opt4Tim Drye –Managing Director– DataTalkMax Kelly – Virgin InsightPaul Seabrook, Director and Co-Founder, fast.MAP
  61. 61. Close & Thank You to Sponsors
  62. 62. Equifax
  63. 63. Online testing answers the Marketing Must-Knows1 Where can I get more of my best profile of customers? Customer Profiling2 Will my new customers upgrade in follow on campaign? Upgrade Testing3 What Data Protection statements shall I use to maximize Data Protection data useage? Copy Testing4 Which proposition will get best response? Proposition Testing5 What is the optimum price / ask? Price Testing6 How can I steal customers from my competition? Competitor Acquisition Testing7 Which imagery will have the greatest impact across key Campaign impact markets / countries Testing8 How can creative be improved? Creative Testing9 Why are my customers leaving me? Customer Loyalty10 How can I integrate social media effectively? Digital Testing www.fastmap.com

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