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Joining the dots among connected consumers

Joining the dots among connected consumers. From the Big Data Economy to Personal Data Economy. Ryan Garner, Research Director Ryan.garner@gfk.com GfK UK. Connected c onsumer is here but data is disconnected.

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Joining the dots among connected consumers

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  1. Joining the dots among connected consumers From the Big Data Economy to Personal Data Economy Ryan Garner, Research Director Ryan.garner@gfk.com GfK UK

  2. Connected consumer is here but data is disconnected UK households own an average of 3 different device types that connect to the internet Ofcom 2013 “Personal data is the new oil of the Internet and the new currency of the digital world.” Personalisation is restricted by service provider

  3. What is the most effective way to join up data that creates value for both brands and consumers?

  4. Personalisation of media content and advertising is the current approach. However, gaining an accurate single person view is very difficult Apple’s Approach Only a view within the Apple ecosystem Digital tracking is difficult across so many touchpoints Survey work is too unreliable for this particular purpose iTunes Radio (cross media personalisation)

  5. Furthermore, consumer behaviours and attitudes are making effective personalisation very difficult Ad Blocking Control Creepy 38% 47% 69% Claim they have taken steps to block the display of online advertising Claim they want more control over the way their personal data is used Find it creepy the way that some companies use information about them Source: GfK 2013

  6. The impact of the creepiness factor The Uncanny Valley Effect Brand Attachment Chart by Masahiro Mori and Karl MacDorman A B C D E F G Source: GfK 2013 Level of Personalisation

  7. Individuals control their own data Individuals are the point of data integration Information is collected, used and disclosed by individuals for their own purposes and according to the individuals own personal privacy settings So what’s the alternative?The shift from the Big Data Economy to the Personal Data Economy Personal Data Economy No issues around single customer view Choice given back individual not filtered by brand/advertiser

  8. Brands can build stronger relationships with consumers by differentiating on trust/consent I would provide companies with more information about myself if I could be sure they were not going to share it with anyone else unless I gave explicit permission “Give a man a mask and he will show you his true face” Oscar Wilde Source: GfK 2013

  9. But consumers want convenience not spreadsheets Choice Engines

  10. The future is uncertain but the obstacles are very real Proliferation of platforms & devices Data locked behind walled gardens Uncanny Valley Effect

  11. Three alternative considerations: • If data is the ‘oil’ of the information age, then trust will be the driver of brand preference and loyalty among customers • There’s nothing new about customer centricity but being customer driven can avoid creepiness and increase brand attachment • Remove the complicated algorithms, profiling and personalisation. Becoming a choice engine gives control back the customer and allows the brand to differentiate by filtering around the edges

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