In The World of Data, Every Little Interaction Has Big Implications

In The World of Data, Every Little Interaction Has Big Implications
SHARE
THIS


What best describes you?

Article by Andrew Braithwaite, Strategic Planner, OgilvyOne.

Smart marketers love data. It helps us get to know our customer better and communicate on a more personal level.

And thankfully, this treasured data is readily available. Consumers have an appetite for sharing their information, it’s an understood by-product of many of our interactions with the world.

But there is a caveat; there needs to be a value exchange. The individual must feel like they receive a fair benefit for the information they provide. If we get too greedy, ask too much or overuse it there is a strong chance this tide of information will ebb as people become too wary and stop sharing. For now, this pool of information is getting constantly stronger.

The question is: How can we use this gift to create value and transparency?

Recently, location based check-in app, Foursquare, split their service into two, releasing Swarm as a companion to their established app. The original app will now act as the discovery arm of the service, allowing users to find local recommendations based on user opinion and personal history (rivaling Yelp), whereas Swarm will focus on the checking-in aspect, and staying up to date with what your friends and network are up to.

Foursquare has always been a data collection machine. Not only does the service gather location data, it can be as specific as which particular section of a store you are in. And when combined with the frequency of visit, time frame and opinion – which is cross referenced with your social data, email and various other identifiers – Foursquare is creating a goldmine of personal data.

And now, with the release of Swarm, Foursquare is hoping to take that one step further – with always-on location sharing. While users have the option to disable the feature (known as Neighborhood sharing), the hope at Foursquare is that you will set-and-forget, allowing the app to show the current proximity of your friends and providing location based recommendations at contextually appropriate moments. This is a crucial shift. Foursquare have moved from requiring users to actively provide data, to passively collecting it from them in real-time. This means a lot more data.

But only 34,000 people in Australia are using Foursquare (of the 50 million+ worldwide) you say? It is no secret that almost everything we do online is logged, cross checked, and used in some way to build a profile on you.

Feel free to browse back through every Google search you’ve made here (if you have a Google account). I’m not sure what was happening the day I googled “Worst beach in New Zealand” and “Celebrities putting rubbish in the bin”, but that information is now crystalised in amber for all time.

Or, if you are using an Android phone (and you’ve activated Google Now), feel free to go back and reminisce over every movement you’ve ever made whilst your phone was in your pocket here. By way of example, you’ll see I didn’t do much but laze about when I was holidaying in Mission Beach over Christmas. I’d show you today’s movements, but I still maintain a semblance of privacy. The accuracy of my home location, commute, coffee of choice, workplace, client visits and more is frightening. Plus, you might be able to figure out where I’m shopping for your birthday present.

Of course, this is but a drop in the ocean of the digital services that are building a profile on you. Apple’s iBeacon can (when activated) track a users movements around a store. Retailers have already utilised early forms of eyeball tracking for years which is sure to grow with devices such as Google Glass (and potentially Nokia’s rumoured competitor) hitting the market. And basically every keystroke you make or transaction you conduct is logged in various data banks all around the world.

As consumer awareness of privacy concerns continue to increase, how can this exist? The bottom line is that as much as people claim to be concerned about their privacy online, the majority of us adopt an ignorance is bliss approach – especially when there is something in it for us. DuckDuckGo for example is a (admittedly quite popular) anonymous alternative search engine to Google. DuckDuckGo do not store any of your search history, they discard your IP address and they don’t use cookies. This means you are completely anonymous. It also means your search for “breakfast” won’t give you local recommendations from relevant influencers. As long as the balance still swings on the side of offering personal benefit, a majority of users are likely to continue creating data.

What does this mean for marketers? Two things:

Broaden your consideration of contextual:

As more data is collected our contextual understanding will get smarter than just: what are we near. It will be informed by: What did we like, how often have we visited, what we did while we were there, what did other people do next, what did our friends think… the list goes on.  As these data collection methods become more and more autonomous the data collected will grow in quantity and quality.

The greater the data set, the greater the ability to truly communicate on a one-to-one level. Just as Foursquare cross references mobile signal strength with previous check-ins in the area to pinpoint location, marketers can cross reference this growing pool of data, going beyond simply serving an ad as someone walks past a store, to understanding an individual’s intention for walking past that store in the first place.

Remember to add value:

Now that we have this bucket of tasty data we have to put it to good use. The winners will be those with the richest data sets and the smarts to know what to do with it.

Remember the Internet in the 90s? Every business knew they needed a website, they just weren’t sure why. We ended up with thousands of static brochures for every local business, often hosted on Geocities and probably visited by nobody.

Contextual advertising has obvious implications for mobile and wearable technology but it must be done with the recipient in mind. Nobody wants a constant feed of deals and offers flashing in their vision, or their jacket vibrating constantly as it alerts you that your mum’s colleague just saved $2 at your favorite lunch spot.  Similarly we don’t want to be assaulted by personalised advertising every time we walk into a store.

When we use data to create a true value exchange, everybody wins. For (a particularly self serving) example, Transport NSW would have data that shows that my partner and I generally travel home together, except on the nights she goes to Alexandria for a pottery class. Bolstering that data with some location activity would show that on these nights I often walk from the ferry straight to my local pizza place. I’m sure there are far more world-benefiting examples out there, but I’d find it quite handy if the tap off terminal offered to order my Mexicana with extra chilli for me.

Enriching the lives of our customers through demonstrating an understanding and utility creates a sustainable benefit for both the consumer and the business and prevents data powered communications from becoming the new spam. If we do it right, brands might be set to play an even more vital role in our daily lives.

Please login with linkedin to comment

Latest News

Filtered Media Announces Nine New Hires
  • Advertising
  • Media

Filtered Media Announces Nine New Hires

Integrated brand storytelling agency, Filtered Media, continues its rapid growth with the mid-sized company appointing nine new team members in recent times, and moving to expansive new premises. Two senior hires include Nicole Manktelow as content director and storyteller for Filtered Media’s finance and technology practice, and Nick Ross as senior manager, content and analytics, a newly created role designed […]

Red Rooster Unveils Saucy Tinder Campaign Results
  • Marketing
  • Media

Red Rooster Unveils Saucy Tinder Campaign Results

Red Rooster’s Tinder campaign launched late last month – with results immediately revealing some very interesting differences between men and women. In a first for the brand, Red Rooster’s latest campaign took to the popular dating app Tinder, integrating the swipe function into its advertising and targeting customers in a whole different way. Red Rooster’s […]

Infographic: Aussies Set To Choose Kmart For Christmas (With 33% Admitting They’re Re-Gifters)
  • Marketing

Infographic: Aussies Set To Choose Kmart For Christmas (With 33% Admitting They’re Re-Gifters)

A new study into the Christmas shopping habits of Australians has found that Kmart will be our number one retailer of choice this year, with, interestingly, Amazon struggling to rate much of a mention. The study, by Melbourne customer insights agency Honeycomb, involved the responses of 1000 Aussies and their festive shopping habits. It found 55 per cent said they’d […]

by B&T Magazine

B&T Magazine
QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’
  • Advertising
  • Media

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’

Outdoor media company QMS Media has strengthened its digital outdoor presence in Victoria, unveiling an iconic digital billboard in the heart of Melbourne’s famous sporting precinct. The launch of ‘The G’ sees QMS’ landmark digital portfolio ‘bookending’ arguably one of the most iconic and in-demand digital outdoor locations in Australia – Richmond Station Bridge – […]

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante
  • Advertising
  • Campaigns
  • Marketing

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante

As part of the HSBC World Rugby Sevens Series, the Sydney 7s event returns in January complete with a new brand identity, creative strategy and media campaign. With the 2017 Sydney 7s a sell-out event, the challenge for 2018 was to carry that momentum into the third year, defining Sydney’s place as the new ‘go-to’ […]

Bound Round Launches Family Travel Publication for Aussies
  • Media

Bound Round Launches Family Travel Publication for Aussies

Family travel platform Bound Round has announced the launch of its first e-magazine to Australian consumers. Travel Bound is a family-focused, digital quarterly publication available on all Virgin Australia flights through the carrier’s in-flight entertainment system, and is also available for consumer download via the Bound Round website. Bound Round founder and CEO Janeece Keller […]

SBS Unveils New Look, New App For SBS News
  • Media

SBS Unveils New Look, New App For SBS News

Do you like say "I only watch SBS" in an attempt to sound smarter than you are? Well, why not pretend to read this too?

by B&T Magazine

B&T Magazine
Ex-Samsung CMO Joins Amazon Australia As Marketing Director
  • Marketing

Ex-Samsung CMO Joins Amazon Australia As Marketing Director

Amazon Australia has appointed former Samsung Electronics chief marketing officer (CMO) Arno Lenior to lead its marketing division. Lenior worked as Samsung’s CMO for more than three years before departing in 2015. According to his LinkedIn profile, he has also held CEO roles at VR company Virtical and brand consultancy Blue Ocean Brands, and joined […]

by B&T Magazine

B&T Magazine
News Corp Names Its Car Of The Year
  • Marketing

News Corp Names Its Car Of The Year

News announces its annual Car Of The Year and it's not what you'd expect. Well, we certainly didn't expect it anyway.

Aussie Tennis Open & Country Road Announce New Partnership
  • Marketing

Aussie Tennis Open & Country Road Announce New Partnership

The Australian Open has partnered with iconic Australian clothing and lifestyle brand Country Road to supply the uniforms for next year’s tournament. Confirmed today as the official fashion lifestyle Partner of Australian Open 2018, one of Australia’s most loved brands will be worn by thousands of tournament staff at Melbourne Park in January. On-court officials including the chair and […]

Andrew O’Keefe Quits His Weekend Sunrise Duties
  • Media

Andrew O’Keefe Quits His Weekend Sunrise Duties

After 12 years with Weekend Sunrise, Andrew O’Keefe has decided to step away from his hosting and reporting duties. O’Keefe will continue his full-time role as host of Seven’s quiz show The Chase Australia, as well as focus on other projects with the Network. “The ideal job is doing work you love with people you love,” O’Keefe […]

Study: Brand Loyalty Hinges On Customer Support Experiences
  • Marketing

Study: Brand Loyalty Hinges On Customer Support Experiences

Fast and effective support will be a competitive differentiator for companies looking to win over digitally transformed customers and employees, new research has revealed. According to a study by IDC and LogMeIn titled Support Services as a Competitive Differentiator, nearly 67 per cent of consumers said that customer satisfaction was more important than price when […]

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform
  • Advertising
  • Media

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform

The Outdoor Media Association (OMA) has announced the appointment of Red Ant Design to build the out-oh-home (OOH) industry’s first automated proposal platform (APP). After an extensive global search and industry consultation, the decision to build the system in-house with a local Australian company was made. The APP will be built in an agile process, […]

Nick Ballard, Managing Director
Australia & New Zealand, BlisMedia
  • Marketing
  • Technology

Blis Unveils New Consumer Behaviour Analytics Tool For Maketers

Location data technology company Blis has launched an analytics tool that allows marketers to analyse consumer behaviour – from audience profiling, to exposure, to attribution – by capturing and activating mobile movement data. Smart Trends offers robust in-store consumer behavioural insights and in-store comparison of multiple location types and brands, allowing marketers to break down demographic, […]

WiTH Collective Linked By Isobar Renames Colours Of The Great Barrier Reef As Part Of New Campaign
  • Campaigns
  • Marketing

WiTH Collective Linked By Isobar Renames Colours Of The Great Barrier Reef As Part Of New Campaign

The Great Barrier Reef is under threat, and WiTH Collective – part of Isobar Australia Group – has launched a social movement to protect it. The ‘Unite for the Reef’ campaign will put vivid pops of colour into millions of social media feeds as a global network of individuals united to pledge support for the future of the Great Barrier Reef.  Spearheaded […]

Imagination Unveils Creative For Sydney’s NYE 2017 Celebrations
  • Marketing

Imagination Unveils Creative For Sydney’s NYE 2017 Celebrations

The City of Sydney has unveiled the creative line-up for 2017 Sydney New Year’s Eve celebrations, including a new look and theme for Australia’s largest public event, conceived by experience agency Imagination. In its seventh year as the creative team behind the event, Imagination has set out to create a fresh, inspiring new theme and […]

Rogue Penis Radio Prank Goes Horribly Awry
  • Media

Rogue Penis Radio Prank Goes Horribly Awry

This radio prank has it all - a rogue willy, tears & humiliation. The only surprise is it doesn't have Kyle Sandilands.

by B&T Magazine

B&T Magazine
Stockland Invites Aussies To ‘Share Some Unexpected Joy’ This Christmas In New TVC Via Lavender
  • Advertising
  • Campaigns

Stockland Invites Aussies To ‘Share Some Unexpected Joy’ This Christmas In New TVC Via Lavender

Shopping Centre group Stockland has released an emotive campaign across its 40 national social and owned media channels via CX agency Lavender. The ‘Share Some Unexpected Joy’ campaign tells the story of Lucy, a thoughtful Australian girl who recognises that just like her and her mother, some of their neighbours will be spending Christmas alone this […]

QMS Switches On Digital Transaction Platform In NZ
  • Advertising
  • Media

QMS Switches On Digital Transaction Platform In NZ

In a New Zealand first for large format roadside digital, QMS Media is launching a digital transaction platform in conjunction with Rubicon Project and Digital Commons, who will represent the product in the market. Operating on a ‘guaranteed orders’ principle, advertisers will have the opportunity to buy QMS premium digital inventory nationwide via the Rubicon […]

Clemenger BBDO Melbourne’s SNICKERS ‘Hungerithm’ Goes Global
  • Advertising
  • Campaigns

Clemenger BBDO Melbourne’s SNICKERS ‘Hungerithm’ Goes Global

Following its huge success locally, Clemenger BBDO Melbourne’s ‘Hungerithm’ platform it conceptualised for SNICKERS is rolling out across US and European markets. The US has been the first region to roll out the platform through a nationwide partnership with 7-Eleven’s plus-9,000 stores. The launch of the Hungerithm in the US sees the platform pick up […]

Interbrand Australia Appoints whiteGREY’s Davy Rennie As CX Director
  • Marketing

Interbrand Australia Appoints whiteGREY’s Davy Rennie As CX Director

Brand consultancy Interbrand Australia has announced the appointment of Davy Rennie as its director of customer experience (CX). In this new role, Rennie will deliver solutions across Interbrand’s clients including Telstra, Event Hospitality and Entertainment, and The Star. Rennie joins Interbrand armed with more than 10 years’ experience across digital, innovation and customer strategies. With […]

News Corp Announces New Era For The Manly Daily
  • Media

News Corp Announces New Era For The Manly Daily

News Corp Australia has announced a bold new direction for one of its community brands, the Manly Daily. In January 2018, the Manly Daily will launch two hero print editions on Wednesdays and Saturdays, complemented by an enhanced online and mobile offering. The two unmissable print editions, each with a distinct unique personality and purpose, […]