Keep Away From Creepy To Win At Personalisation

Keep Away From Creepy To Win At Personalisation
SHARE
THIS



Nearly half of all 20-24 year olds in the UK have stopped using a product or service because they were worried about how it was using their personal information, a gathering of loyalty professionals in Sydney was warned last night.

Matthew Heath, global chairman and chief strategy officer of LIDA London, M&C Saatchi’s customer relationship specialist, which was this month named the UK’s CRM agency of the year for the second year running, said the findings of a study conducted by UK brand consultancy Contagious flew in the face of prevailing wisdom that posits that “young adults” simply don’t care about how their data is used.

Heath pointed to the example of a coffee shop requiring someone’s date of birth in exchange for access to the store’s wifi as a case in point where there was no clearly demonstrated value exchange for the personal information.

Screen Shot 2014-12-17 at 11.42.30 AM

“Obviously it makes sense to me that Netflix is going to have a record of what DVDs I’ve watched. But it is off-putting to see a targeted ad based on an email I have sent – it makes me think my email is being read by someone,” the study by Contagious said one if its research subjects asserted.

Heath added that suspicion of Google’s Gmail was clearly growing.

However he added that once personalisation was perfected, it offered enormous opportunities for organisations. “It is both our biggest challenge as well as our biggest opportunity,” he said, adding that “it was all about segmentation, but the world is just not like that anymore.”

Hyper personalisation was a massive opportunity with 31% of consumers saying they would be more likely to make purchases if they were offered personalised experiences such as product recommendations or tailored content.

Here’s some great examples of what companies have achieved.

In other developments, Heath talked about how real-time data was now starting to be really harnessed by organisations to deliver some spectacular results. Foot traffic in retail areas is a case in point.

hold last ad

Latest News

Tracey Spicer (Journalist & Presenter) at Radio Alive 2018 at Radio Alive 2018
  • Media

Tracey Spicer: Commercial Radio Home To “Some Of The Most Toxic Workplaces”

Media veteran Tracey Spicer has delivered a grim assessment of Australia’s commercial radio industry in how it deals with sexual harassment in the workplace. Speaking as part of a panel at the Radio Alive 2018 conference in Melbourne on Friday, Spicer said she has witnessed “tremendous change happen at the very top end of town” […]

by B&T Magazine

B&T Magazine
Kyle Sandilands and Jackie Henderson (Kyle & Jackie O) from KIIS at the 2015 ACRA Awards
  • Media

Kyle & Jackie O Crowned Best On-Air FM Team At 2018 Commercial Radio Awards

KIIS 1065 breakfast duo Kyle Sandilands and Jackie “O” Henderson have won the Best On-Air Team (Metro FM) category at the 30th Australian Commercial Radio Awards (ACRAs). Held on Saturday night at the Melbourne Exhibition and Convention Centre, and hosted by The Chaser’s Chris Taylor and Andrew Hansen, the ACRAs celebrated the best and brightest talent in […]

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative
  • Technology

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative

Digital asset management solution Collaboro claims its offering is a natural fit with Adobe’s, Microsoft’s and SAP’s new Open Data Initiative, as more organisations centralise their data on a single platform to improve their customer management and improve marketing performance.   According to Warwick Boulter (main photo), co-founder and CEO of Collaboro, a leading full-service solution for managing enterprise-level […]