Screw Privacy,

Just Give Me Value For My Data

Lisa Pearson & Lee Maicon

#data4value

LISA PEARSON LEE MAICON

PrincipalPowershift Group

Chief Strategy Officer360i

@LPearson@pwrshiftgroup

@LeeMaicon@360i

#data4value

PRIVACY NEW EQUATIONVALUE

past present future

#data4value

PRIVATE #data4value

#data4valuePUBLIC

#data4valueBEHIND THE SCENES

#data4valueIN THE OPEN

#data4valueFIXED

#data4valueMOBILE

Private Spaces

Behind the Scenes

Fixed

Public

Open To All

Mobile

Privacy, Screwed?

FROM: TO:

#data4value

The state or condition of being free from

being observed or disturbed by other people.

-Webster’s Dictionary

#data4value

The act of keeping one’s personal

information a secret.

-Cyberspace Law & Privacy Centre

#data4value

The right and ability

to express one’s self selectively.

-Universal Declaration of Human Rights

#data4value

PRIVACY NEW EQUATIONVALUE

past present future

#data4value

BEING SOLD TO BEING JUDGED

What are the privacy concerns?

#data4value

“The more sacred, the more [consumers] have to feel

both confident in you as a business and confident that

they’ll gain something in return.”Source: http://www.marketingpilgrim.com/2014/05/consumers-are-concerned-but-still-willing-to-give-up-personal-information-to-brands.html

You have assets (data)

NameDemographic InfoClick-throughISPLocationPhone Number

Search QueriesSocial ProfilePhotosBrowser InfoFace RecognitionEmail Address

#data4value

Brands Have Actions (Value)

Spot-onRecommendations

RemoveFriction

RecognizeTastemakers

BrandEngagement

TransactionalRewards

#data4value

ROD: Return on Data

Did the action deliver against

the value?

How did it feel when you

were done?

… has access to your

geo-location on Facebook

Hotel

Conglomerate

#data4value

Your heart’s desire

(recommendation)

#data4value

… knows everything you’ve ever

liked on Facebook

Geo-location Data

On FB

Just some

chocolate

company

#data4value

MMMMMMM!

(Recommendation

& delight)

#data4value

… lists your address all your worldly possessions

Comparison

engine

site

#data4value

Removes friction& gives

transactional rewards

#data4value

… has access to all the

places your money goes

Finance app

#data4value

Spot-on recommendations,

No friction,

Great experiences

(like access to festivals!)

#data4value

… see your selfies and

other pictures with friends

Lifestyle

brands

#data4value

HEY THAT’S ME

-or-

I wanted that!

(recognition & inclusion)

#data4value

… has access to your

Facebook data and your kids

Major global

conglomerate

#data4value

delight

#data4value

… knows your

prints and your

retinas

The

government

#data4value

No waiting in line

#data4value

PRIVACY NEW EQUATIONVALUE

past present future

#data4value

The Future:How will we leverage our data

to design better lives?

INSPIRATION

assets actions

#data4value

assets actions

INSPIRATION

#data4value

assets actions

?

INSPIRATION

#data4value

assets actions

INSPIRATION

#data4value

assets actions

?

INSPIRATION

#data4value

When in doubt, remove friction first

Know the customer

Ask permission

Total transparency

Demographics are not beliefs

IMPLICATIONS

#data4value

LISA PEARSON LEE MAICON

PrincipalPowershift Group

Chief Strategy Officer360i

@LPearson@pwrshiftgroup

@LeeMaicon@360i

Thank You

#data4value

www.powershift.com

@pwrshiftgroup

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