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Marketers today are striving to combine all forms of consumer information, from basic demographics to purchase behavior and even social and mobile activity, into a single, unified view of their customers. A comprehensive understanding of your customer across channels is the key to developing analytics that can better tailor approaches toward, and thus predict the behavior of, consumers, both online and offline. The quest to identify a single view is nowhere near complete, and while various tactics are adopted to suit the needs of marketers, there is a growing industry debate regarding the ethicality of these practices, especially when the methods of gathering consumer information are either unorthodox or involuntary. Neustar conducted a study by surveying hundreds of marketers to hear about current practices marketers are implementing in attempt to gain a single view of their customer and how they are currently leveraging this data to efficiently reach their audiences across device and channel. In this session, Paul McConville, Vice President at Neustar will will discuss the effectiveness of optimizing your marketing efforts, the importance of data quality, identity linkages, data access and how the wider legal and moral narrative is shaping norms and realities.
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STATE OF THE INDUSTRY REPORTData Collection & Privacy
Presented by:
Paul McConville Senior Vice President, Neustar
Research Purpose
Through this research, we wanted to determine the following:
What type of information companies are collecting;
What are they doing with the data in terms of creating a 360 degree customer view;
What are marketers’ beliefs on privacy and what actions are they taking.
360º
Respondents
301 digital media executives responded
50% agencies
22% publishers
18% ad platforms and “other”
10% brands
✓
✓✓
How Important Collecting Data is to Business Objectives?
WHY?“Improves our product and the user experience.”
“Knowing more about audiences and their behavior can optimize tactics efficiently and uncover new opportunities”
“We need to provide good content for consumers and part of that is providing good ad experiences which enhance performance for the advertisers.”
87%Believe collecting data is important to meeting business objectives.
Effectiveness of Data Collection
Not at all effective
Not very effective
Moderately effective
Effective
Very effective
0%
13%
35%
39%
13%
52%Believe their data collection efforts is effective to very effective in meeting business objectives.
Types of Data Being Collected
76% collect demographic profile data
71% collect information based on phone numbers, home addresses and IP
Linking Profile Data
50%Of agencies, brands, publishers, ad platforms can successfully link customer profile data.
Attributing Customer Activity to Individual Customer ProfilesIt’s Just the Start
54%Successfully can attribute customer activity to individual customer profiles.
Of those who can successfully link data to customer profiles:
Not at all successfully
Not too successfully
Moderately successfully
Successfully
Very successfully
3%
4%
39%
42%
12%
Engagements attribution to individual customer profiles
Unifying & Reusing Individual Customer ProfilesAcross Online, Mobile and Offline ChannelsRoom for Improvement
Also, of those who can successfully link data to customer profiles:
36%Successfully can unify and reuse individual customer profiles across online, mobile and offline channels.
Not at all successfully
Not too successfully
Moderately successfully
Successfully
Very successfully
6%
16%
42%
26%
10%
Cross Channel Linkage
The Privacy Debate
Daily media reports on data privacy.
Recent events with Snowden and data breaches at Target, Neiman Marcus have created new levels of angst and consumer awareness around privacy.
Transparency about the kinds of data, how they’re collecting and why.
Privacy Concerns
80% Have had data collection process affected by the recent
discussions of privacy and data.
57% Partnering with third parties like companies like Informatica,
IBM and others to ensure they are privacy compliant.
48% Implementing internal new systems and process to support
this.
Privacy by Design
“It’s a matter of respect. It’s a fundamental shift of how companies operate
their businesses, create and build products and services with privacy by
design in mind. Privacy by design is a concept which essentially puts
privacy and security at the core of everything to ensure the protection of
consumer information.”
– Becky Burr, Neustar’s Chief Privacy Officer
3 Key Takeaways
The industry still struggles to link data to create a 360º view of their customers and prospects.
Brands and publishers are in alignment with consumer privacy concerns.
Brands, publishers have realized that its in their best interest to be transparent about data collection.
THANK YOU.
