This document discusses the growing "MarTech" space of marketing technology and the risks of companies adopting too many technologies without focusing on privacy and data practices. It notes that most marketing organizations only cite 2-3 major technologies despite the average site having over 75 tracking technologies. The document advocates adopting "lean data practices" to prioritize necessary data collection, implement security protections, and be transparent with users to increase trust and business performance.

1. @kaykas
lean data
WMD | SAN FRANCISCO NOVEMBER 4TH

2. @kaykas
january 2014

4. @kaykas
trust

6. jascha kaykas-wolff
cmo,
mozilla
@kaykas

7. what marketing problem are you looking to solve?

8. how fast is martech growing?
3500+ companies in the ‘MarTech’ space
Twice as many as two years ago
87% growth in just the last 12 months
Source: Scott Brinker, Chief Martech
IN PROCESS

9. not focusing on basics is making us lazy

10. hoovering up and hoping for a find

11. that hasn’t really hurt us. yet.

12. Most marketing organizations cite
2-3 major technologies on their website.
Ghostery Sept ’16
the risk is increasing

13. “With the analysis of millions of real-user
data points, Ghostery has found that a large
website has an average of 75+ digital technologies”
Ghostery Sept ’16

15. so what?

16. behavior’s are changing
Mozilla primary research ‘16
prefer purpose drive brands
want to feel informed, in control
index slightly higher/ more aware of privacy
Milennial mindset

17. conscious chooser’s
Mozilla primary research ‘16
total number
of internet users
conscious
choosers
21%
84.5. 57.8
1.46
88.9. 48.5
1.83
91.7 62.4
1.47
91.6. 60.4
1.52
88 61.3
51.8 19.8
CC%. Users %
Internet
GROWING seek out alternative viewpoints before deciding
understand the consequences of consumer decisions
act directly about something they feel strongly about
work hard to make actions match ideals
do what they can to change how they behave to make an effect
Break the rules to get what I want

18. trust in technology
young adults are most likely to use
most strategies to be less visible online
percent of adults with varying levels of sensitivity to the following kinds of info
74
56
70
42
71
39
24
17
49
41 37
32 33
29
34
42 41
25
18 16
18-29 30-49 50-64 65+
cleared cookies &
browser history
deleted/erased
something you
posted online
not used website
because it asked for
your real name
set your browser to
disable or turn off
cookies
used temp.
username / email
address
62
51
45
49 48 47
9pt
Gap
2012 2013 2014 2015 2016
62
6 pt
Gap
2012 2013 2014 2015 2016
73
72
74
7275
5 pt
Gap
trust in business
11 pt
Gap
technology: a widening trust gap
percent trust in business -vs- trust in technology,
5858
54 56
79
77
79
77
80
Pew research ‘16
Edelman Trust Data ‘16

19. “Customers trust companies that they feel understand
them. They respect companies that they believe respect
them in return.”
Harvard Business Review ‘16

20. measuring trust
Customer quotient (CQ) study ‘16
CQ: describes and measures five attributes that consumers value in a
brand: openness, relevance, empathy, experience, and emotion. A
brand’s performance on these measures predicts loyalty outcomes
and is clearly correlated to profit (ROA) and growth (revenue)
IN PROCESS

21. increase trust
reduce risk
= better business performance

22. https://github.com/mozilla/lean-data-practices
lean data practices

23. Stay Lean
Do I need this data to provide the
value I’m trying to deliver to users
through my business or product?

25. Build In Security
What protections have I put
around the data I’ve collected?

26. Encrypt the data
Set up access controls
Have strict retention periods

27. Engage Your Users
Is the way I’m collecting, using and
disclosing data clear to my users?

29. when you leave here…
Start talking about the importance of customer’s trust
Ask you marketing team to develop a trust KPI
Explore the Land Data Practices
https://www.mozilla.org/en-US/about/policy/lean-data/

30. Appendix

31. trust in technology
percentage of young
millennial's who use an ad blocker
36%
14% 17%
32%
36%
17%
32%
Desktop
Ad Blockers
14%
Desktop & Mobile
Ad Blockers
Do Not Use
Ad Blocker
Mobile Ad
Blockers
somewhat confidentvery confident not too confident not at all confident don’t know
your credit card co.
government agencies
your landline telephone co.
your cell phone co.
Your email provider(s)
your cable tv co.
co.’s/retailer’s you trade with
see providers
online video sites you use
social media sites you use
web advertisers that place ads
6
6
6
14
10
10
22
23
26
26
25
25
21
23
21
25
28
24
26
25
24
23 53
24 45
42
41
33
29
30
31
29
31
25
11
15
11
11
16
10
15
19
18
13
9 29
few express confidence that their records will
12
young adults are most likely to use
most strategies to be less visible online
percent of adults with varying levels of sensitivity to the following kinds of info
74
56
70
42
71
39
24
17
49
41 37
32 33
29
34
42 41
25
18 16
18-29 30-49 50-64 65+
cleared cookies &
browser history
deleted/erased
something you
posted online
not used website
because it asked for
your real name
set your browser to
disable or turn off
cookies
used temp.
username / email
address
62
51
45
49 48 47
9pt
Gap
2012 2013 2014 2015 2016
62
6 pt
Gap
2012 2013 2014 2015 2016
73
72
74
7275
5 pt
Gap
trust in business
11 pt
Gap
technology: a widening trust gap
percent trust in business -vs- trust in technology,
3
5
5
4
1
2
1
1
5858
54 56
79
77
79
77
80

32. 1. Goodwill
2. Amazon
3. Google
4. Kellogg’s
5. PayPal
6. Disney
7. Girl Scouts of America
8. Kraft
9. Johnson & Johnson
10. Dove
11. UPS
12. Home Depot
13. Coca-Cola
14. Microsoft
15. YMCA
16. Save the Children
17. Colgate
18. FedEx
19. Subway
20. CVS Pharmacy
21. Lowe’s
22. World Wildlife Fund
23. Samsung
24. Newman’s Own
25. Target
26. Apple
27. Facebook
28. Ben & Jerry’s
29. Doritos
30. Nestle
31. LAY’S
32. Wikipedia
33. Sony
34. McDonald’s
35. General Electric
36. Whole Foods
37. Lipton
38. Yoplait
39. Trader Joe’s
40. Walmart
41. LEGO
42. Yahoo
43. eBay
44. Canon
45. Procter & Gamble
46. Nike
47. Petfinder
48. Kroger
49. Verizon
50. TOMS
101. Medium
102. Thompson Reuters
103. Zappos
104. LinkedIn
105. Axe
106. Uniqio
107. Tesla
108. Spotify
109. Lyft
110. Comcast
111. Pfizer
112. American Express
113. Method
114. SolarCity
115. Vemeo
116. Unilever
117. H&M
118. Lockheed Martin
119. Eileen Fisher
120. ExxonMobil
121. Boeing
122. Virgin
123. Budweiser
124. Khan Academy
125. (RED)
51. Pepsi
52. Panera
53. SunChips
54. Ford
55. Hewlett-Packard
56. MasterCard
57. NBC
58. AT&T
59. Seventh Generation
60. Chevrolet
61. Intel
62. Southwest Airlines
63. KIND
64. Starbucks
65. IKEA
66. The North Face
67. L’Oreal
68. Levi Strauss
69. Pandora
70. Annie’s Homegrown
71. Adidas
72. Etsy
73. Chobani
74. Toyota
75. Honda
76. State Farm
77. Allstate
78. Chase Bank
79. Honest Company
80. American Airlines
81. ESPN
82. Fitbit
83. NPR
84. Always
85. REI
86. Clif Bar
87. Patagonia
88. Pampers
89. IBM
90. Chipotle
91. Barbie
92. T-Mobile
93. Twitter
94. Geico
95. Oracle
96. Catapiller
97. Time Warner
98. United Airlines
99. Delta Airlines
100. Kickstarter
126. Wells Fargo
127. Cisco
128. Bank of America
129. Chevron
130. Uber
131. BMW
132. Ralph Lauren
133. Citi
134. One Campaign
135. Coors
136. Morgan Stanley
137. Volkswagen
138. VICE
139. Snapchat
140. Heineken
141. Audi
142. Airbnb
143. Salesforce .com
144. Miller Lite
145. Lululemon
146. Goldman Sachs
147. Red Bull
148. Monsanto
149. Marlboro
2016 brand world value rankings

33. trust matters
http://www.edelman.com/insights/intellectual-property/2016-
edelman-trust-barometer/global-results/
recommend them to friend/colleague
Shared positive opinion online
defended company
paid more
Most trusted
media source
criticized companies
shared negative opinion online
disagreed with others
paid more than wanted
sold shares
42
26
35
30
18
48
30
38
41
59
68
behaviors for trusted ccompaniesbehaviors for distrusted ccompanies
online search engine
# 1
Most trusted
content creators
friends and family
# 2
bought shares
percent who engage in each behavior based on trust
15
chose to buy products & servicesrefused to buy products/services