Marketers today are striving to combine all forms of consumer information, from basic demographics to purchase behavior and even social and mobile activity, into a single, unified view of their customers. A comprehensive understanding of your customer across channels is the key to developing analytics that can better tailor approaches toward, and thus predict the behavior of, consumers, both online and offline. The quest to identify a single view is nowhere near complete, and while various tactics are adopted to suit the needs of marketers, there is a growing industry debate regarding the ethicality of these practices, especially when the methods of gathering consumer information are either unorthodox or involuntary. Neustar conducted a study by surveying hundreds of marketers to hear about current practices marketers are implementing in attempt to gain a single view of their customer and how they are currently leveraging this data to efficiently reach their audiences across device and channel. In this session, Paul McConville, Vice President at Neustar will will discuss the effectiveness of optimizing your marketing efforts, the importance of data quality, identity linkages, data access and how the wider legal and moral narrative is shaping norms and realities.

1. STATE
OF THE
INDUSTRY
REPORT
Data Collection & Privacy
Presented by:
Paul McConville
Senior Vice President, Neustar

2. Research Purpose
Through this research, we wanted to
determine the following:
 What type of information companies
are collecting;
 What are they doing with the data in
terms of creating a 360 degree
customer view;
 What are marketers’ beliefs on
privacy and what actions are they
taking.
360º

3. Respondents
301 digital media executives responded
 50% agencies
 22% publishers
 18% ad platforms and “other”
 10% brands
✓
✓
✓

4. How Important Collecting Data is to
Business Objectives?
WHY?
“Improves our product and the user
experience.”
“Knowing more about audiences and their
behavior can optimize tactics efficiently and
uncover new opportunities”
“We need to provide good content for
consumers and part of that is providing good
ad experiences which enhance performance
for the advertisers.”
87%Believe collecting data is
important to meeting
business objectives.

5. Effectiveness of Data Collection
0%
13%
35%
39%
13%
Not at all effective
Not very effective
Moderately effective
Effective
Very effective
52%
Believe their data
collection efforts is
effective to very effective
in meeting business
objectives.

6. Types of Data Being Collected
76%
collect
demographic
profile data
71%
collect
information based
on phone numbers,
home addresses
and IP

7. Linking Profile Data
50%Of agencies, brands, publishers, ad
platforms can successfully link customer
profile data.

8. Attributing Customer Activity to
Individual Customer ProfilesIt’s Just the Start
54%
Successfully can attribute
customer activity to
individual customer profiles.
Of those who can successfully link data to customer profiles:
3%
4%
39%
42%
12%
Not at all successfully
Not too successfully
Moderately successfully
Successfully
Very successfully
Engagements attribution to individual customer profiles

9. Unifying & Reusing Individual Customer Profiles
Across Online, Mobile and Offline ChannelsRoom for Improvement
Also, of those who can successfully link data to customer profiles:
36%
Successfully can unify and
reuse individual customer
profiles across online,
mobile and offline
channels.
6%
16%
42%
26%
10%
Not at all successfully
Not too successfully
Moderately successfully
Successfully
Very successfully
Cross Channel Linkage

10. The Privacy Debate
 Daily media reports on data privacy.
 Recent events with Snowden and data breaches at
Target, Neiman Marcus have created new levels of angst
and consumer awareness around privacy.
 Transparency about the kinds of data, how they’re
collecting and why.

11. Privacy Concerns
80% Have had data collection process affected by the recent
discussions of privacy and data.
57% Partnering with third parties like companies like Informatica,
IBM and others to ensure they are privacy compliant.
48% Implementing internal new systems and process to support
this.

12. Privacy by Design
“It’s a matter of respect. It’s a fundamental shift of how companies operate
their businesses, create and build products and services with privacy by
design in mind. Privacy by design is a concept which essentially puts
privacy and security at the core of everything to ensure the protection of
consumer information.”
– Becky Burr, Neustar’s Chief Privacy Officer

13. 3 Key Takeaways
 The industry still struggles to link data to create a 360º
view of their customers and prospects.
 Brands and publishers are in alignment with consumer
privacy concerns.
 Brands, publishers have realized that its in their best
interest to be transparent about data collection.

14. THANK YOU.