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Trust is the foundation of a good customer experience and loyal relationship—the holy grail for marketers. Technology creates many possible avenues for building trust and developing that relationship. That happens through the effective collection and use of data. And while we are building huge treasure troves of data, we are still challenged as marketers by how to best employ that data to build trust.
Our speakers, Paolo Parigi and Jessica Santana, have been researching using a new method of discovering how trust develops online. Specifically, how interactions and user experience creates, increases, or decreases trust and how to discover which is happening and what might be causing it. The methodology is called an online field experiment, and the implications are are promising for the future of marketing.
We may be able to use insights from this type of work to:
• More effectively personalize marketing to develop trust at an individual customer level at scale
• Create user experiences that increase trust at a measurable pace
• Overcome periods of distrust because of product or PR challenges with trust-building campaigns
We’re excited about bringing the cutting-edge academic research to this audience here in San Francisco and Silicon Valley—the center of the high tech world where we are only limited by our imaginations on how to use this.