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

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. 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. 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. Using data is here to stay driving value
across The Guardian 4 pillars of activity
Content
Engagement Revenues
Product

5. However, data has been in the news a lot…
Source: Tinder, April 2014

6. In truth, “Data” means many things to many
people

7. How do you balance privacy with
understanding customers?

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. It’s Personal
Rosemary Smith

15. Data sharing is personal
Data is a competitive advantage
Permission is a privilege

16. “Google policy is to get right up to
the creepy line but not cross it”

17. Marketers over-
estimate people’s
happiness to receive
mobile, SMS, Twitter
and Social Media
contact by between
200% and 400%

18. 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

19. 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

20. Trustworthy Clear
ReassuringRewarding
Fits with the
brand values
Gives me choice
Secure
I’m in control
Well away from
the creepy line

21. Trustworthy Clear
ReassuringRewarding
Fits with the
brand values
Gives me choice
Secure
I’m in control
Well away from
the creepy line

22. Data Permissions
Benchmark

23. 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

24. 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 ……

25. 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”

26. 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%

27. 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%

28. 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%

29. 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…………………………………..

30. 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…………………………………..

31. 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%

32. 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%

33. 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%

34. 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)”

35. 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%

36. 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%

37. 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%

38. Data Permissions
Benchmark Results
Rosemary.smith@opt-4.co.uk
David.cole@fastmap.com

39. What does good look like?

40. Channel 4 – Viewer Promise

41. Channel 4 – key facts
• Within 22 months
• Database has increased to 10 million
registered users
• Which includes 50% 16-24 year olds

42. O2 – Privacy Policy

43. 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

44. DMA – code of practice

45. Questions?