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Consumer Data: Can I Get Satisfaction?

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This is a presentation given by Tabbedout co-founder, Rick Orr, during SXSW 2013 on consumer data.

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Consumer Data: Can I Get Satisfaction?

  1. Consumer Data: Can I get satisfaction?Rick OrrFounder, Tabbedout@orrrick
  2. What I Do Founder of Tabbedout (Austin) Mobile payment for bars & restaurants Available at >1100 locations in 48 states Integrated with 75% of POS (Micros, Aloha, etc.)
  3. Changing Landscape of DataThe Mad Men Era - Nielsen ratings, surveys and disconnected loyalty programs that governed how brands & merchants marketed to consumersTimes are a changin’ – What we share, what others can see and how we are marketed to is transforming at a break-neck pace
  4. Passive DataEveryone is generating data Phone carriers know your patterns Searching, tagging and pinning Twitter pipe
  5. Behavioral DataEveryone is doing Online & on-premise engagement Online / mobile payments & loyalty Check-ins & passbook passes
  6. Social Graph DataEveryone is sharing ‘Allow’ apps (FB, LinkedIn, 4sq, etc.) Geo-tracking (tags, posts, check-ins) Interests (likes, pins, comments, reviews)
  7. You Generate A Lot of Data…but today it’s largely disjointed Passive Behavioral Social
  8. What About Privacy & Security? Always provide the option to opt-in Only opt-in to companies you trust – checkout privacy policy Be mindful of who has your most sensitive data – financial, identity (SSN), etc.
  9. Data Can Bring You Satisfaction Brands and merchants will invest in you the more they know about you Relevant savings and rewards for what you actually like Geographically relevant offers when you actually want them
  10. What the World SeesHeight: 5’9 8” | Weight: 178 lbsEyes: Brown | Hair: BrownRace: White | Age: 35City: Austin, TX | Occupation: Software
  11. Most Likely Superhero Name
  12. Quiz ShowFree Beer if You Get All 3 Correct
  13. Audience Quiz:Which brand should focus on me today?A)B)C)
  14. Audience Quiz:Which type beer do I drink ~75% of my tabs?A)B)C)
  15. Audience Quiz:On a Wednesday in November what do I eat?A)B)C)
  16. What I Share
  17. What I Share{ “orrrick” : { “social” : [ { “source” : “Instagram”, “date” : “03/07/13 20:41:04”, “hashtag” : “Ford”, }, { “source” : “LinkedIn”, “date” : “03/07/13 22:21:34”, “article” : “IBM”, }, { “source” : “Spotify”, “date” : “03/10/13 07:21:34”, “artist” : “Wilco”, }, { “source” : “Twitter”, “date” : “03/08/13 20:45:35”, “product” : “Beer”, “type” : “IPA”, } ] }}
  18. Polvo’s Mexican Restaurant
  19. Polvo’s Data{ “orrrick” : { “behavioral” : [ { “source” : “Tabbedout”, “date” : “11/21/12 20:41:14”, “food” : “Fajitas”, “type” : “Chicken”, “drink” : “Mexican Martini”, “category” : “Premium Tequila”, “tip” : “$5.00”, “price” : “$26.14”, } ] }}
  20. Torchy’s Tacos
  21. Torchy’s Data{ “orrrick” : { “behavioral” : [ { “source” : “Torchys”, “date” : “03/09/13 08:11:24”, “auth” : “Facebook Connect”, “food” : “Tacos”, “type” : “Breakfast”, “tip” : “$5.00”, “price” : “$16.14”, } ] }}
  22. My Cleaners
  23. Dry Cleaner Data{ “orrrick” : { “behavioral” : [ { “source” : “Capitol Cleaners”, “date” : “03/09/13 08:01:24”, “items” : “Shirts”, “quantity” : “5”, “price” : “$21.13”, } ] }}
  24. Starbucks
  25. Ooops! Geographically relevant and timely marketingWay off the mark– wastedimpression
  26. Torchy’s Data{ “orrrick” : { “behavioral” : [ { “source” : “Starbucks Congress Ave”, “date” : “03/09/13 09:21:12”, “drink” : “Coffee”, “size” : “Grande”, “price” : “$3.25”, } ] }}
  27. West 6th’s View of Me
  28. Happy Hour Data{ “orrrick” : { “behavioral” : [ { “date: : “10/09/12 20:11:11”, “venue” : “Brew Exchange”, “beer” : “Lagunitas IPA”, “price” : “$4.00”, }.... ] }}
  29. Audience Quiz:Which brand should focus on me today?A)B)C)
  30. Audience Quiz:Which type beer do I drink ~75% of my tabs?A)B)C)
  31. Audience Quiz:On a Wednesday in November what do I eat?A)B)C)
  32. Future, Data Aggregation:Steve Watt – Big Data Strategy, CTO Office at Red Hat
  33. You Stay ‘Glassy’ Planet Earth 5:22 PM ALERT for DOGWOOD Fireman’s 4 Special - $2 off AYC Happy hour in 8 minutes Playing - ‘Shot in the Arm’ by Wilco Based on Tabbedout, onTap, Calendar, Eventbrite, Spotify
  34. Summary You are sharing already, will you opt-in? Companies handling consumer data must behave responsibly - Securely stored - Sanitized and anonymized Data can yield greater customer satisfaction - ‘Genius’-like recommendations - Contextual deals - Free Beer!
  35. Thank You

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