Thinking inside the box: data permission strategies

1. Data protection 2013
Friday 8 February
#dmadata
Supported by
Thinking inside the box: data permission strategies
Tuesday 18 November 2014
@DMA_UK #dmapermission
Headline sponsor

2. 5.00pmRegistration
5.30pmWelcome
Rosemary Smith, Director, Opt-4
5.35pm Well worth a tick
Rosemary Smith, Director, Opt-4
5.50pmHaving it both ways –trusted brands can use big data
Julia Porter, Director of Consumer Revenues, Guardian News & Media
6.10pmMarketing permissions in a complex omni-channel world
Paul de Laat, Group Customer Insight Director, John Lewis Partnership
6.30pmPanel discussion
Rosemary Smith, Director, Opt-4
Julia Porter, Director of Consumer Revenues, Guardian News & Media
Paul de Laat, Group Customer Insight Director, John Lewis Partnership
Jonathan Earle, Head of Customer Strategy & Development, Telefonica UK
7.00pmDrinks and Networking
8.00pmClose
Agenda
Headline sponsor

3. Welcome
Rosemary Smith, Director, Opt-4
@optfour #dmapermission
Headline sponsor

4. Well worth a tick
Rosemary Smith, Director, Opt-4
@optfour #dmapermission
Headline sponsor

5. Well worth a tick
Rosemary Smith

6. www.dpnetwork.org.uk

11. http://www.fastmap.com/ipv.aspx

13. Marketers are underestimating how popular discounts and incentives are with consumers
Consumers (1180), Marketers (310). Source: fast.MAP Marketing-GAP August 2014
28%
29%
32%
30%
31%
34%
44%
39%
37%
37%
40%
40%
44%
47%
63%
65%
0%
20%
40%
60%
80%
To hear about other relevantproducts and services…
To pay online
To receive money savingadvice
To enable me to make anonline purchase
To get helpful information tomake my life easier
To get a quote/look forcheaper prices
To receive free productsamples
Get discounts/special offers
How important would the following benefits be in making you happy to opt in to receiving future communications from an organisation? Source:fast.MAP Marketing-GAP, August 2014
2014 Consumer attitudes
2014 Marketers perceptionof consumer attitudes

14. Incentives to opt-in
63%
65%

18. 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
What do consumers want?

20. No choice of how contacted.
A bit Smarmy
I have not been considered
It was too broad - when and where and how often would they contact me?

21. 85% worry about details ‘passed on’
Consumers (1180), Marketers (310). Source: fast.MAP Marketing-GAP August 2014

22. I disliked…
Once you`re on the list never get off, like hell on a roundabout
cobblers, all it means is they are going to sell my details
We have too many
unsolicited phone calls
Carefully selected –
you must be joking

25. Having it both ways –trusted brands can use big data
Julia Porter, Director of Consumer Revenues, Guardian News & Media
@theguardian #dmapermission
Headline sponsor

26. 26
Having it both ways –trusted brands can use big data

27. 27
The Guardian and open journalism
“We do believe that if we had not been open, if we did not have a brand that was globally influential or indeed could garner response and create comment, people like Edward Snowden would not be coming to us, they would go somewhere else.
We believe open is the best expression of how content should travel in this new digital space”
David Pemsel, Deputy CEO, GNM

28. 28
But how are we going to make money?
Today, success is about how strong your 1:1 customer relationships are and how you are monetizing those relationships. In the long term, the media companies that do the best job of creating valuable relationships will be the ones that thrive in the shift from print to digital.
Lean Back, Economist Marketing Blog

29. 29
Advertising
ARPU
Products
& Services
ARPU
Prompt brand reappraisal
and proposition
awareness
Attract audience Conversion
Increase
engagement
(brand and
content)
Advocacy
Prompt brand
reappraisal and
proposition awareness
Attract
audience
Conversion
Cross-sell &
up-sell
Advocacy
Conversion
Grow Deepen Retain
Conversion
Partnerships
Active
membership
ARPU and Advocacy
Digital Ads ARPU
Product ARPU
£x £xx £xxx
£x £xx £xxx
£
Executing the Guardian’s known strategy
depends on data

30. 30
Why do we think it will work?
We know
•Signed-in users make up a 1% of users
•They punch above their weight –20 times more valuable
•571% (!!) more sessions per user
•59% more page views per session
We think
•They are our most loyal users
•They are more likely to promote the Guardian

31. 31
Using data is here to stay driving value across 4 pillars of our business
Content
Engagement
Revenues
Product

32. 32
However, data has been in the news a lot…. and the Guardian takes a high profile editorial stance.

33. 33
How do we balance privacy with understanding customers?

34. 34
We formed a working party with interested stakeholders –there were a lot….
•Deputy CEO
•Consumer Revenues Director
•Head of Analytics
•Head of CRM
•Marketing Director
•Managing Editor
•Readers Editor
•Data Protection
•Information Security
•Risk
•Communications
•Legal

35. 35
We discovered that “data” meant different things to different people….

36. 36
We learnt that people display different attitudes to privacy

37. 37
We also learnt that without trust there is no data
•Drivers of Sharing Personal Information

38. 38
We also discovered that following our own Scott Trust values of transparency and openness to gain our audiences’ trust made most sense
Deloitte research told us 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

39. 39
And we produced a video –“why your data
matters to us”
Browser Version

40. 40
We also created a resource centre –blog, FAQ’s, sign in options, link to privacy etc

41. 41
Lessons learnt -results of audience research
•The audience charter is welcome and evidence of The Guardian’s inclusive strategy
•The language should avoid ambiguity
•The message content should avoid complexity
•We should avoid the language of legality
•Business initiatives that keeps www.theguardian.comfree is the primary appeal
•Practicalities of data sharing is the concern not data safety
•Personalisationbenefits can become evident after sign up
•Important that users feels they remain in control

42. 42
One final quote from the Reuters blog “Why The Guardian’s data strategy is spot on”
“Last week, The Guardian ran an article with the headline: Being open with users about why their data matters to us. I urge you to take the time to read it and learn from The Guardians transparent attitude to data. People are more clued up on the way their data is being used than ever before and if brands want to maintain the trust of their customers, transparency is a must”
Richard Law, CEO of identity intelligence specialist GBGroup. (Reuters Blog)

43. Marketing permissions in a complex omni-channel world
Paul de Laat, Group Customer Insight Director, John Lewis Partnership
@johnlewisretail #dmapermission
Headline sponsor

44. O2 Privacy Policy Videohttp://www.o2.co.uk/termsandconditions/privacy-policy
Sponsored by

45. Panel discussion
Rosemary Smith, Director, Opt-4
Julia Porter, Director of Consumer Revenues, Guardian News & Media
Paul de Laat, Group Customer Insight Director, John Lewis Partnership
Jonathan Earle, Head of Customer Strategy & Development, Telefonica UK
#dmapermission
Sponsored by

46. Closing comments
Rosemary Smith, Director, Opt-4
@optfour #dmapermission
Sponsored by