Data privacy: what the consumer really thinks - 30.06.2015

Tuesday 30 June 2015 – The Soho Hotel, London
WIFI: Conference Pass: dmauk
@DMA_UK #dmaprivacy
Data privacy: what the consumer really thinks
Sponsored by

Welcome from the Chair
Julia Porter, Director of Consumer Revenues, Guardian News &
Media & DMA Board Group Chair
@guardian
@DMA_UK #dmaprivacy
Sponsored by

Agenda
8.30am Registration and breakfast
9.00am Welcome from the Chair
Julia Porter, Director of Consumer Revenues, Guardian News & Media & Chair of DMA Group
Board
9.10am Introduction from Acxiom
Jed Mole, European Marketing Director, Acxiom
9.15am Research results
Josh McBain, Account Director, Future Foundation
9.40am Creating cut-through in an age of data privacy: The Campaign Google Couldn’t eadRay
Marcus Reynolds, Head of Strategy, Wunderman
10.00am The Journey to Modern Marketing
Lee Wilmore, Head of Database Marketing, Time Inc. (UK)
10.20am Panel discussion
10.50am Closing comments from the Chair
Julia Porter, Director of Consumer Revenues, Guardian News & Media & Chair of DMA Group
Board
11.00am Close
Sponsored by

Introduction from Acxiom
@jedmole @Acxiom
@DMA_UK #dmaprivacy
Sponsored by

Research results
@josh_mcbain @futurethoughts
@DMA_UK #dmaprivacy
Sponsored by

INSERT IMAGE
DATA PRIVACY:
WHAT THE CONSUMER
REALLY THINKS
Josh McBain, Account
Director

7
2012 vs. 2015
Changes in public
perception of data

8
Convincing shift
towards wider
awareness and
acceptance

9
57%
2012
59%
2015
Happy with amount
of data shared

10
18-24s
60%
TOTAL
49%
More comfortable
with data exchange
than in the past
Source: nVision Research | Base: 912 online respondents aged 18+, GB, 2015 DMA10

11
2012
38%
2015
47%
Source: nVision Research | Base: 912 online respondents aged 18+, GB, 2015 DMA
Sharing data :
essential in
modern society
11

12
TOTAL
AGREEMENT
72%
Sharing data : part of the modern economy

13
Consumers are less
fundamentally
opposed to sharing
their personal data

14
DATA PRAGMATISTS UP 1%
DATA FUNDAMENTALISTS DOWN 7%
DATA UNCONCERNED UP 6%

15
Segmenting views
towards data in 2015
22%
54%
24%
PRAGMATISTS
FUNDAMENTALISTS
NOT CONCERNED

16
Overall privacy
concerns are
reducing, as
awareness grows

17Source: nVision Research | Base: 912 online respondents aged 18+, GB, 2015 DMA
Concern about the issue of online privacy :
Gradual Decline
0%
20%
40%
60%
80%
100%
Total
Male
Female
18-24
25-34
35-44
45-54
55-64
65+
2012 2015

“As long as data doesn't get abused,
privacy is less of an issue these days”
0%
20%
40%
60%
80%
100%
Total
Male
Female
18-24
25-34
35-44
45-54
55-64
65+
2012 2015

19
Rising awareness...
“I FEEL MORE AWARE OF
HOW MY DATA IS USED
AND COLLECTED””67%

20
Rising awareness...
“Recent news headlines
about data security
breaches (e.g. the NSA
prism scandal) have
heightened my awareness
about my own personal data
privacy”
76%

21
Awareness of new
EU data protection
regulations
46%

22
Trust continues
to be the key

Drivers for data sharing :
What entices consumers?
25% 20%30%30%
58%
TRUST LOWER
PRICES
FREEBIES KNOWN
BRAND
WORD OF
MOUTH

24
Less abstract,
more direct
incentives

25
2015
57%
2012
47%
Willingness to provide
personal information
for better services
and offers

Direct vs. Indirect :
Incentives for Data Exchange
14% 11%
27%34%35%
CASH
REWARD
FREEBIES DISCOUNTS TAILORED
PRODUCT
TAILORED
TIPS

27
Rise of the
Consumer
Capitalist

28
40%
2012
52%
2015
Viewing personal
information as an asset

29
TOTAL
AGREEMENT
81%
Viewing data as personal property,
to be used for trading

Businesses
80%
Data exchange :
Who benefits most ...
Consumers
7%

The Consent Continuum :
Context is King
ANONYMITY OPEN DATA SHARING
SHARED
WITH
THIRD
PARTIES?
53%
EFFORT/
TIME
REQUIRED
23%
HOW DATA
IS STORED
46%
CLEAR
T&Cs
39%
CURRENT
MOOD
13%
DURATION
DATA
STORAGE
29%
WHY DATA
IS NEEDED
62%
BRAND
ASKING
FOR DATA
37%
BENEFITS
FOR ME
39%
RECENT
NEWS
HEADLINES
14%
TYPE OF
DATA
ASKED
FOR
59%

The Consent Continuum :
Context is King
SHARED
WITH
THIRD
PARTIES?
53%
EFFORT/
TIME
REQUIRED
23%
HOW DATA
IS STORED
46%
CLEAR
T&Cs
39%
CURRENT
MOOD
13%
DURATION
DATA
STORAGE
29%
WHY DATA
IS NEEDED
62%
BRAND
ASKING
FOR DATA
37%
BENEFITS
FOR ME
39%
RECENT
NEWS
HEADLINES
14%
TYPE OF
DATA
ASKED
FOR
59%
ANONYMITY OPEN DATA SHARING

35
TOTAL
AGREEMENT
90%
“I would like more control over the personal
information I give companies and the way it is stored”

“In your opinion, who should have ultimate
responsibility for your data security?”
0% 20% 40% 60% 80% 100%
Me, the consumer
A combination of these options
Government institutions
Don't know
Brands/organisations

The Control Deficit ...
56%PREVENT COMPANIES FROM
COLLECTING INFO
PREVENT SHARING OF DATA
WITH THIRD PARTIES 55%
52%
51%
40%
ABILITY TO ASK COMPANY
TO DELETE DATA
ENSURE BRANDS USE DATA
FOR AGREED PURPOSE
PRIVACY SETTINGS FOR
CONTROL OF DATA FLOW

38
1
2
3
THE BIG PICTURE
A more aware, accepting
and empowered consumer
TIME
TO ACT
Need to capitalise
on these positive
trends
CHANGING
LANDSCAPE
Convincing shift in societal
views towards data sharing
MATURE
CONSUMER

Creating cut-through in an age of data privacy: The
Campaign Google Couldn’t eadRay
@Wunderman
@DMA_UK #dmaprivacy
Sponsored by

Marcus Reynolds – Head of Strategy
The Campaign Google Couldn’t
eadRay

Wunderman UK: Values and four centres of expertise
DATA PRIVACY 2015 / 1

Who we work with

CLIENT PROJECT
NAME
/ 44
IN 2013, GMAIL OVERTOOK OUTLOOK TO BE THE WORLDS
LARGEST EMAIL PROVIDER

AND DATA PRIVACY WAS PUSHED TO THE TOP OF THE NATIONS AGENDA

WE KNEW THAT GMAIL SCANS FOR KEYWORDS TO RETARGET ITS
DISPLAY ADS

AND OUTLOOK DOES NOT

CLIENT PROJECT
NAME
/ 48
CRUCIALLY, WE FOUND THAT MOST GMAIL USERS WERE UNAWARE
OF THIS

SO OUR CHALLENGE WAS TO FIND AN ENGAGING WAY OF
MAKING THIS STICK

And keep within the UKs strict compartivie advertising code
AND COMPLY WITH THE UKS STRICT COMPARITIVE ADVERTISING
CODE

CLIENT PROJECT
NAME
/ 51
Crucially, we found that most gmail users were not aware of this
WHAT IF WE COULD FOOL THE ALGORITHM BY TALKING IN CODE?

FIRST, WE WANTED TO UNDERSTAND HOW SOPHISTICATED THIS WAS

AND THEN WE PUT THE SAME CONVERSATION IN PIG LATIN
BINGO! NO ADS

SO WE SET TO WORK. NOT JUST TO BUILD A CAMPAIGN, BUT A
MOVEMENT

Over 1.5 million visitors – 150% of target
Earned 3 million social media impressions (almost £10 million in free media)
Reached 40 million people in the UK
1 million incremental accounts opened
200,000+ people signing the online petition (1 in 300 people in the UK)
DRIVING SUCCESS FAR BEYOND THE CAMPAIGN

DATA PRIVACY / 10
Ankthay ouyay
Marcus Reynolds
Head of Strategy
marcus.reynolds@wunderman.com

The Journey to Modern Marketing
@TimeIncUK
@DMA_UK #dmaprivacy
Sponsored by

The Journey to Modern Marketing
Lee Wilmore
Head of Database Marketing
Time Inc. UK

Agenda
1. Background
2. Modern marketing transformation
• What we have done so far
3. Next steps
4. Challenges
5. Summary
6. Questions

Time Inc UK’s modern marketing transformation
Engaging our customers. Creating loyalty.

Why?
1. New technology meant we could be more
targeted
2. We identified a business opportunity
3. Communication to customers had to be
rationalised
4. Being customer-centric is no longer a luxury:
it is a requirement

customer
single view to sell market &
service for lifetime of
customers
fulfilment
flexibility & breadth
across owned &
partner network
Product & Services
Print
SFDC
Digital
Adobe
billing
flexibility for customer
flexibility for marketers
Print
Zuora
Digital
Zuora, app stores
Web
Paywalls, metered
access-Zuora
advertising
sales
1st party data
customer
service
drive for single point of
contact/self service
across products
Assisted
Helpdesk
Self
magazinesdirect
marketing
tools to deliver more
targeted, relevant
marketing, more
efficiently
Acquisition& Retention
DMP, SFDC, Zuora, Eloqua,
magazinesdirect, Monetate
Web
SSO tool
Digital
Lucie, Zuora, SFDC
access
& entitlement
easy access across
platforms, partners
& products
1. New technology meant we could be
more targeted

Benefits of an SCV
1. Generate revenue
• Improved insight
• Better targeting and cross sell opportunities
2. Save Money
• Remove duplicates so you don’t contact them twice
• Don’t target promotions to non-buyers
3. Protect Brand
• Stop sending offers to existing customers
• Stop mailing deceased customers
4. Comply with the law
• Data Protection Act

2. We identified a business opportunity
Every 1% improvement in churn rate moves the revenue dial
During Xmas, high proportion of customers purchase more than one
subscription

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3. Communication to customers had to be
rationalised
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4. Being customer centric is no longer a
luxury: it is a requirement

What have we done so far?
The empty chair: the most important
person in the room - your customer

Modern marketing transformation starts
with w&h

Transformation in progress
1. Utilising multiple data sources
2. Developed multi-channel customer journeys
3. Personalised content strategy
4. Email creative made easy
To help drive engagement, response and
revenue

Segmentation
1. Utilising multiple data sources

RFM segmentation process
3,3,3 Best
segment
1,1,1 worst
segment

woman&home segmentation
There are two levels within
this segmentation:
1. Macro segment based
on clusters of similar
customers
• VIP, Drifting, Silent,
Prospects
2. Micro segment based
on a combination of
behaviours
• Stars, Rising, New,
Sliding, Falling, Alert,
Sleeping,
Hot Prospects &
Suspects
• Silent• Prospects
• Drifting• VIP
Stars
Rising
New
Sliding
Falling
Sleeping
Alert
Hot
Suspects

VIP STARS
MORTGAGE FREE JET SET
Base: 7/9
Revenue: 1/9
W&H derive the highest value from
these loyal customers – the VIP
Stars. They have the highest level
of engagement - both in terms of
recently and frequency which
ranges from 5 -10+ times in the last
5 months. They all have a print
subscription and click on their
emails although only 16% have
subscribed to newsletters. 13%
have also entered a competition
recently.
Lifestage
Who are they? Seg Base
Ave Customer Value/ year
Ave LTV
Ave Tenure (years)
% Emailable
Ave engagement points
Living in detached houses in rural
areas with 2 cars, these
professionals are about to retire
from their Management, Teaching
or Medicine roles. Grocery spend is
high and they are keen readers.
They are technically up to date
and use the internet extensively
including shopping, banking and
holidays but not social media.
Key traits:
Married Professionals
55 – 75yrs old
Children left home
High incomes £40,000+
Browsers Open
Email & Post responders
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Young
Adults
Families
with
children
Empty
Nesters
Retirees
UK Base %
Customer %
INSIGHT: w&h is the first brand
interaction for 90% of Stars and
43% go on to engage across
others titles

How this looks in practice
Lastmonth
This month

2. Developed multi-channel customer
journeys
Data
Analytics
Contact
Centre
Mobile
PPC
Social
Media
Website
Email
Print
Modern
Marketing

Step 1: Capture and
aggregate the user
site behaviour
Behavioural
• Web click data
1 2 3 4

Step 2: Combine that
with what we
already know
about the
customer
Behavioural
• Web click data
Explicit
• Preference centre data
capture

Preference Centre
Conversion
rate:
74%

Behavioural
• Web click data
Explicit
• Preference centre data
capture
Implicit
• Transactions
Step 3: Apply derived
score/propensity
model offer if
required (e.g.:
they are a VIP
customer)

Step 4: Use the
Eloqua flow
programme
to match the
right content
& offer to the
right
customer
Open rate:
56%
Click rate:
29%

4. Email creative made easy
Email content blocks
• Built for scale, speed and
consistency
• mobile optimised
Addresses common creative issues
• Costs - £200+ per email
• Inability to Personalise –
working in someone else’s
HTML
• Lack of Flexibility
Block 1 - Mario
Block 2 - Luigi

Benefits
• Maximum flexibility for layout
• Can remove, re-arrange and repeat
• Gives us complete control of look and feel
• Agility – we can now build and deploy emails within
30 minutes

Next Steps
• More of the same
• Additional data analysis
• Sequence analysis
• Email analysis
• Rollout to other brands
• Deeper integration of web behaviour

There is a lot of data
And only one data scientist

Summary
• We are changing – becoming more customer focused
• Better personalisation and using content targeted to
the individual
• Joined up multi-channel approach
• More automation and more targeted marketing
• Work in collaboration with other teams; i.e.: brand
marketing, ad teams
• Clever use of data

Any questions?
Contact
Lee.wilmore@timeinc.com

Panel discussion
@jedmole @Acxiom
@josh_mcbain @futurethoughts
@Wunderman
@TimeIncUK Sponsored by

Closing comments
Julia Porter, Director of Consumer Revenues, Guardian News &
Media & DMA Group Chair
@guardian
@DMA_UK #dmaprivacy
Sponsored by

Data privacy: what the consumer really thinks - 30.06.2015

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