what does data sharing mean to consumers? - 27 february 2013
TRANSCRIPT
Data protection 2013
Friday 8 February
#dmadata
Supported by
What does data sharing
mean to consumers? Wednesday 27 February2013
#dmadata
Sponsored by Insight Partner
Agenda 5.30pm Registration and refreshments
6.00pm Welcome & research findings
Paul Seabrook, Director and Co-Founder, fast.MAP
6.20pm Client speaker – Max Kelly, Virgin Insight
6.50pm Panel discussion
Karl-Magnus Wadsack – Equifax
Tim Drye – DataTalk
Rosemary Smith – Opt4
Max Kelly – Virgin Insight
7.20pm Closing comments
Paul Seabrook, Director and Co-Founder, fast.MAP
7.30pm Networking
8.30pm End of Event
Welcome
& research findings Paul Seabrook, Director and Co-Founder, fast.MAP
What does sharing data mean to consumers?
Data Tracker – Wave 4
February 2013
Paul Seabrook – fast.MAP
A love / hate relationship?
Data and online shopping…
Big Data challenges and opportunities
EU Data Laws under review
Consumers willing to share if they see a benefit
Ever increasing amount of data
Data > Insight > Application. Client job titles are changing
DMA supports with a range of tracking studies
Bring the consumer into the discussion
Methodology
29 questions were submitted via a self completion online survey to fast.MAP’s nationally representative Consumer Voice panel
Sample size = 1,193
Field work September 2012
Results representative of the UK population based on age and gender (18+)
Panellists were incentivised by £250 prize draw
6 Key Areas
Trust
Motivations
Value Exchange
The Savvy Consumer
Current Affairs – Cookies
Practical Advice – Opt in / out statements
Trust: FS performs fairly well.
29%
53%
57%
63%
63%
64%
65%
67%
69%
72%
75%
76%
32%
58%
60%
57%
60%
57%
66%
64%
63%
62%
74%
71%
30%
61%
65%
66%
56%
63%
73%
73%
60%
78%
77%
26%
64%
63%
65%
62%
67%
71%
71%
52%
74%
77%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Political parties
Telecoms
Utilities
Credit card
Home shopping
Local government
Charities
Banking
Mortgage
Public services/central government
Legal services (e.g. Solicitors)
Savings
Ranking sectors by trust with personal data - trust to degree/high level of trust only
Jun-10 Trust to degree/high level of trust Sep-10 Trust to degree/high level of trust
Apr-11 Trust to degree/high level of trust Sep-12 Trust to degree/high level of trust
Q: Please read the list of commercial and not-for-profit sectors that follows and rank them according to how much you trust them
with any personal data they may hold about you. Please use the scale provided:
Trust: Again FS seen as having good credentials
0%
1%
2%
2%
3%
4%
5%
5%
5%
6%
10%
11%
14%
14%
19%
27%
33%
38%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Political parties
Telecoms
Restaurants and related services (e.g. Taste Card)
Entertainment (e.g. Ticketmaster)
Utilities
Home shopping
Insurance
Online only retailers
High street retailers
Supermarkets
Credit card
Charities
Savings
Mortgage
Local government (e.g. Councils, Education authorities, Police)
Public services/central government (e.g. NHS, DVLA, HMRC, DWP)
Legal services (e.g. Solicitors)
Banking
Of these sectors, which two would you trust the most with your personal data?
Would trust with personal data
Holding on to trust
30%
43%
27%
29%
46%
26%
30%
45%
25%
30%
49%
21%
0% 10% 20% 30% 40% 50% 60%
Bad press due to losing customer data /data breaches / data misuses
Bad personal experience
Receiving unwanted marketingmaterials
Which one of the following would be the primary cause for you to lose trust in a brand to handle your personal data
responsibly?
May-10
Sep-10
Apr-11
Sep-12
Who’s responsible? The trend has continued and now it’s companies / organisations
3%
12%
13%
35%
36%
5%
14%
8%
39%
33%
4%
14%
10%
41%
31%
3%
15%
9%
39%
34%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Trade bodies
The government
Information commissioner
Individuals themselves
Companies / organisations
Who do you think is responsible for looking after consumer interests when it comes to your personal data?
May-10
Sep-10
Apr-11
Sep-12
Motivations: Clear & relevant privacy policy
47%
43%
31%
25%
25%
23%
20%
20%
0% 10% 20% 30% 40% 50% 60%
Trust in the company
Clear privacy policy
They provide essential service
Free samples
Money off vouchers
Discounts
Free shipping
None of the above
Please read the following list of offers and assume they are being made by a company or organisation. Please indicate which ones would persuade
you to give your personal data to them. Please tick all that apply:
May-10
Sep-10
Apr-11
Sep-12
Motivations: Positive trends
9%
20%
29%
63%
76%
10%
23%
20%
56%
71%
7%
19%
23%
58%
74%
11%
27%
23%
62%
75%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Companies I don’t have a relationship with
Companies that I don’t have a relationship with but which are connected to a company I do
have a relationship with (same group or partnership programme)
A company that sells high-value products that Imight consider buying in the future (e.g. a
games software provider launching a new title)
A company that sells products that I have tobuy (e.g. an insurance provider)
Companies I have a relationship with
Do you share your personal data for marketing purposes with companies who are known to you?
Jun-10 Yes
Sep-10 Yes
Apr-11 Yes
Sep-12 Yes
Motivations: DM basics are critical
2%
7%
15%
22%
29%
35%
39%
43%
54%
56%
58%
59%
0% 10% 20% 30% 40% 50% 60% 70%
Other (please specify)
None of the above / not sure
They never go the extra mile
Price change
Not enough valuable information
Loss of integrity
Unreliability
Poor customer service
I never gave the company permission to contact…
Communication is too frequent
No further use for their product / service
Communication is not relevant
What makes you unsubscribe from online marketing communications to stop messages from a company with whom you have a relationship? Please tick all that apply.
Sep-12
Value Exchange: Buying online gives highest data opportunities
53%
54%
66%
67%
68%
73%
82%
39%
19%
61%
55%
65%
48%
77%
49%
53%
62%
66%
56%
64%
79%
11%
9%
12%
22%
10%
20%
38%
9%
23%
13%
21%
30%
24% 14%
7%
53%
35%
35%
20%
20%
18%
14%
11%
0% 50% 100% 150% 200% 250% 300% 350% 400%
Pledging support for a cause
Creating a social media account
Requesting a free sample / money off coupon / voucher
Requesting a quote
Requesting more information / a brochure
Creating an email account
Buying goods online
What personal data are you willing to share? Please tick all that apply:
Name Address Email Telephone Date of Birth Bank details Credit / Debit card details None
Value Exchange: Some key data is getting harder to get
Difference Sep 12 vs Jun 10
Name AddressEmail TelephoneDate of BirthBank detailsCredit / Debit
card details
None
Pledging support for a cause 1% 3% 6% 1% 1% 0% 1% -6%
Creating a social media account 6% 1% 7% 4% 4% -1% 0% -10%
Requesting a free sample / money off coupon / voucher -4% -3% -1% 0% 3% -1% 1% 1%
Requesting a quote -3% -3% -1% -8% -2% 1% 1% 2%
Requesting more information / a brochure -3% -2% 1% -3% -2% 1% 0% -1%
Creating an email account -2% -5% -5% -2% 0% -1% 0% 0%
Buying goods online 4% 1% 3% -5% 2% 2% -3% -3%
Value Exchange: Approaching half would share but only if there’s no financial gain
36%
37%
40%
39%
47%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
The company lists on their website all thirdparties with whom they share data
The company notifies customers when theirdata is shared with a third party andprovides the name of the third party
The company guarantees that the privacypolicy of the third party matches the level of
their own
The company provides a full explanation asto why they share their data with third-
parties
The company assures customers that thecompany did not sell their data to third
parties for a monetary benefit
Please read the following statements. If companies were to take the actions described below, please let us know if this would make you more willing to give permission to
share your data with third-parties:
Sep-12 Yes
The Savvy Consumer: One in 5 have at least 4 email addresses
31%
33%
16%
7%
13%
35%
35%
20%
4%
6%
0% 5% 10% 15% 20% 25% 30% 35% 40%
1
2
3
4
5+
How many email addresses do you have? Please think about work and personal.
Apr-11
Sep-12
The Savvy Customer: Nearly two-thirds will give a low value email address to beat the system
15%
31%
43%
27%
32%
23%
15%
20%
16%
22%
13%
14%
20%
4%
4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
I have some that only get checked every now andthem
I tend to use at least 1 to give to companies / websites when I don’t want to give away my main email
address
I check all of them regularly
Thinking about the email accounts you may have, please read the following statements and indicate how much you agree / disagree with
them:
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree
The Savvy Customer: Trust is key and easily measured by new customers
8%
9%
9%
10%
21%
11%
16%
23%
44%
45%
37%
39%
30%
32%
27%
32%
27%
23%
7%
4%
13%
9%
14%
6%
3%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Never set an account up for future use
Always set an account up
Tend to set up an account but often lose theusername / password details when I try and…
Set an account up after I’ve used a site / company a few times
Only do this for brands I trust
Thinking about buying goods online, when you are offered the facility to set an account up so you don’t have to re-enter data the next time you use the site, please read the following statements and indicate how much you
agree or disagree with them:
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree
Current Affairs: Cookies
69%
29%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80%
I understand what cookies do
I have heard of cookies, but do not know what they do
I have not heard of cookies
The law on the use of cookies by websites has recently changed. It has altered the way websites can use them on your computer. Do you feel
you know what cookies are?
Current Affairs: Cookies are noticed but a fair degree of apathy is evident
4%
5%
6%
7%
7%
7%
9%
12%
35%
14%
20%
23%
31%
22%
30%
24%
30%
36%
47%
45%
39%
41%
51%
49%
39%
40%
23%
24%
24%
26%
14%
15%
9%
20%
13%
4%
10%
5%
6%
7%
5%
4%
8%
5%
1%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
I no longer use certain websites if they do notcarry announcements about cookies
I opt out of having cookies
I ignore the announcements about cookies
I feel more informed about cookies as a resultof the announcements on websites
I am wary of websites with no reference tocookies on it
I can see the benefits to me with this change oflaw
I close the announcement about cookieswithout reading it
Cookie tracking has become an irritation to mewhen browsing websites
I have noticed more announcements aboutcookies on the websites I use
Please read the statements below and indicate how much you agree or disagree with them in regard to the use of cookies by websites:
Strongly agree
Agree
Neither Agree nor disagree
Disagree
Strongly disagree
Practical Advice – Opt in / out statements
If you read the following statement regarding the use of
your data, would you tick the box? Please assume that
this is from a household name company with whom you
are making your first purchase.
Different statements were shown in isolation /
monadically
Opt-Out; no third party
We have some great offers and promotions that we’d like
to tell you about, but please tick the box if you would
prefer not to receive them from The ABC Household
Name Company. □
50% would tick the box
Opt-Out; no third party
We have some great offers and promotions that we’d like
to tell you about, but please tick the box if you would
prefer not to receive them from The ABC Household
Name Company. □
50% would tick the box
We’re sure you won’t be disappointed with the messages
we’ll send you (and we’ll make it easy for you to change
your mind later on if you no longer find our offers and
promotions useful) but please tick the box if you don’t
want to try us out now by receiving the latest special
offers, promotions and product information from The ABC
Household Name Company. □ 60% would tick the box
Opt-Out; with third party
Our bespoke holidays are the talk of the town and so The
ABC Household Name Company would like to keep you
up to date with the latest special offers and promotions.
We’d also like to share your contact details with our
carefully selected partners who will also send you
occasional marketing messages that we think you’ll enjoy.
Please tick here if you would rather not receive these
messages □
53% would tick the box
Opt-In; with third party
Our bespoke holidays are the talk of the town and so The ABC
Household Name Company would like to keep you up to date with
the latest special offers and promotions. We’d also like to share your
contact details with our carefully selected partners who will also send
you occasional marketing messages that we think you’ll enjoy.
Please tick here if you would rather not receive these messages □
53% would tick the box
Our bespoke holidays are the talk of the town and so The ABC
Household Name Company would like to keep you up to date with
the latest special offers and promotions. We’d also like to share your
contact details with our carefully selected partners who will also send
you occasional marketing messages that we think you’ll enjoy.
Please tick here if you would like to receive these messages □
30% would tick the box
Opt-Out; with third party collected separately
Our bespoke holidays are the talk of the town and so The ABC
Household Name Company would like to keep you up to date with
the latest special offers and promotions. Please tick here if you
would prefer not to receive these messages □
We’d also like to share your contact details with our carefully selected
partners who will also send you occasional marketing messages that
we think you’ll enjoy but if you would prefer not to receive these
messages please tick here □
55% would tick the boxes
Opt-In; with third party collected separately
Our bespoke holidays are the talk of the town and so The ABC Household
Name Company would like to keep you up to date with the latest special
offers and promotions. Please tick here if you would prefer not to receive
these messages □
We’d also like to share your contact details with our carefully selected
partners who will also send you occasional marketing messages that we
think you’ll enjoy but if you would prefer not to receive these messages
please tick here □
31% would tick the boxes
Our bespoke holidays are the talk of the town and so The ABC Household
Name Company would like to keep you up to date with the latest special
offers and promotions. Please tick here if you would like to receive these
messages □
We’d also like to share your contact details with our carefully selected
partners who will also send you occasional marketing messages that we
think you’ll enjoy so tick here if you would like to receive these messages □
55% would tick the boxes
The full report & Infographic @ dma.org.uk
Thank you
Sharing data well Max Kelly – Virgin Insight
Proprietary
Sharing data well
Max Kelly 27 February 2013
Proprietary 35
ONE OF THE COMPANIES IN
THIS ROOM WILL MAKE THE
FRONT PAGE FOR ‘MISUSE’ OF
DATA
Proprietary
A simple equation
36
Respect + Control + Value = Trust
Proprietary
Spending money
Proprietary
Web browsing
Proprietary
TV viewing
Proprietary
Mobile
Proprietary
Loyalty
Proprietary
Social
Proprietary
Health
Proprietary
• Where I live
• Where I am at this moment
• What I buy and when
• Which brands I like
• When I go on holiday and where
• What I watch on TV
• Which sites I visit on the web (even the ‘late night’ sites)
• How many friends I have and how often I call them
• What I like to eat and where
• Who my friends are and what I do with them
• Whether I still have my appendix, how good my eyesight is….
44
So, someone knows exactly….
Proprietary
By the way, try not to lose it, particularly if you run the country
45
…and it can go wrong
Search terms can
identify you
Films can
identify you
Targeting email content
is spooky
Scary T&Cs are just downright scary
Proprietary
The first step is to get the data and permission to use it
Less exciting or valuable
More exciting or valuable
90%
60%
30%
Consent
The more money involved, the more correct it will be &
Proprietary
Get the highest permission and then respect it
47
We’re sure you won’t be disappointed with the messages we’ll send you (and we’ll make it easy for you to change your mind later on if you no longer find our offers and promotions useful), but please tick the box if you would prefer not to receive them from The ABC Household Name Company
Proprietary
Using the data
48
Anonymous
Personal
Vs.
Proprietary
Using the data well
49
Respect + Control + Value = Trust
Proprietary
• The right content
• The right offer
• The right channel
• The right frequency
and it should feel personal
50
Respect
Proprietary
Implicit/unwritten permission*
51
Respect
* nothing to do with the legal position
Proprietary
• Legals need to be right • Goes without saying
• Consent question
• Privacy policy
• All things data-related should be straightforward • Seriously, don’t let the lawyers draft
• Guidelines that everyone understands
• And allow your customers access • Scary
• Complicated
• Increasing expected
52
Control
Proprietary 53
Value: easy to understand
Proprietary 54
Value: what people will volunteer
Proprietary
“that information is nothing to do with you”
“you are trying to manipulate me like Big Brother”
“you are selling my data and making money”
“you have all my data and you go and you lose it”
“with all my data out their, someone will steal my
identity”
“you are using my data to discriminate against me”
55
What causes the vitriol
Proprietary
Proprietary
Happy customers with a better experience means:
• More of them
• Lower churn
• Higher spend
Ultimately more revenue and profits
57
The benefits of doing it well
Proprietary 58
Your hand is likely to be forced
Proprietary
Pulling it together
• Trust with consumers about their data is built through:
– Respect
– Control
– Value
• Collect permission and data well
• Use simple, easy-to-understand language about data
• Use anonymous data if it is possible
• Look after the data carefully
• Keep an eye on the future: legislation and consumer trends
• As a final test: “would I be happy if this was happening to my data?”
59
Panel Discussion
Karl-Magnus Wadsack – Strategic Consultant – Equifax
Rosemary Smith – director – Opt4
Tim Drye –Managing Director– DataTalk
Max Kelly – Virgin Insight
Paul Seabrook, Director and Co-Founder, fast.MAP
Close & Thank You to
Sponsors
Equifax
Online testing answers the Marketing Must-Knows
1 Where can I get more of my best profile of customers? Customer Profiling
2 Will my new customers upgrade in follow on campaign? Upgrade Testing
3 What Data Protection statements shall I use to maximize
data useage? Data Protection
Copy Testing
4 Which proposition will get best response? Proposition Testing
5 What is the optimum price / ask? Price Testing
6 How can I steal customers from my competition? Competitor
Acquisition Testing
7 Which imagery will have the greatest impact across key
markets / countries Campaign impact
Testing
8 How can creative be improved? Creative Testing
9 Why are my customers leaving me? Customer Loyalty
10 How can I integrate social media effectively? Digital Testing
www.fastmap.com