2021 Data Predictions: What To Expect In The Year Ahead

2021 is shaping up to be a significant year when it comes to data collection and regulation. In this piece, smrtr General Manager – Product, Sales and Marketing Steven Millward maps out the top data predictions to keep an eye out for this year.
With 2020 quickly coming to a close, predictions around what 2021 will look like are running rife. And while no one could have predicted the events of 2020, the dramatic year that we have had is expected to continue to shape the year ahead.
When it comes to data, the major predictions for data revolve around the types of data businesses collect, the way in which governments regulate how businesses use data and a growing preference towards ethical data collection.
Prediction #1: Increased government scrutiny
Forrester recently predicted the regulatory and legal activity related to employee data to double in 2021, owing in part to the continuation of remote work from 2020. The increased legal scrutiny around data will not be limited to workplaces, however.
In Australia, 2021 is shaping up to be the most important year ever in terms of data regulation. The Attorney-General’s Department has recently opened a review into Australia’s current Privacy Act. This review promises to consider important issues such as personal information and current exemptions to the Privacy Act.
The review follows the 2019 Digital Platforms Inquiry, which recommended the review be undertaken to better consider how consumers use digital platforms. It also follows the introduction of the European Union’s GDPR in 2018, which is expected to continue to hold businesses liable for improper use of data in 2021 and beyond. This will make privacy by-design a must for any business looking to utilise customer data.
Prediction #2: A shift in the type of data that is collected
There will also be a continued shift away from data collected by third party cookies in 2021. Back in January – when the term ‘coronavirus’ was starting to be thrown around – Google revealed its plans to deprecate third party cookies on Chrome. This jump started the race for businesses and advertisers to find new ways to collect actionable data. Offline data is the current frontrunner, with a particular premium on genuine purchase transactions that can be aggregated to an extent that balances consumer privacy.
While first party data has been an essential part of data strategies in recent times, zero party data could very well have its moment in 2021. Zero party is data that is owned by the customer that is proactively shared with a brand. It is not data that is ever sold or transacted, rather, it is all about improving customer experiences through self reporting. This might include preference data or purchase intentions. The difference between first party data and zero party data is that while an organisation technically owns its customer’s first party data, they do not own zero party data.
The rise of zero party data will come as customers continue to demand better experiences and expect brands to manage their data in an ethical and compliant way. Businesses should start thinking of ways to collect this zero party data to be prepared for this coming change.
Prediction #3: It’s all about ethical data
Ethical data will also continue its rise in 2021. The Harvard Business Review recently tipped ethical data to start impacting the job market. Roles such as data ethicist and chief data ethics officer are already appearing.
Given the importance of ethical data sharing, we can expect to see the continued rise of ‘Open Data’ – data that is freely used, reused and redistributed – and associated practices. In Australia, Open Banking is developing momentum as a result of Scott Farrell’s far-sighted and wide reaching review of the subject.
This primes Australia to have economy wide data sharing practices, all created with a view to creating better choice and opportunities for consumers. Consumers now have the statutory option to request flows of data between companies in the same or event different industry.
Here at smrtr, as we move towards 2021, we will keep an eye out for how these looming changes impact how we do business. We are well aware of the shifting privacy landscape and have worked to ensure all of our solutions are compliant and ethical. Additionally, our product development is already balancing these ever changing requirements and considers how zero, first, second and third party data can be best combined to achieve an optimal outcome.
Latest News

ghd Appoints GrowthOps Digital As Digital Marketing Partner
Global hair styling brand, ghd has today announced the appointment of GrowthOps Digital as its digital marketing partner.

Prahran Market Announces Masterchef Grand Finalist Simon Toohey As ‘Sustainable Simon’
Prahran Market is excited to announce Simon Toohey as the Market’s new sustainability guru ‘Sustainable Simon’

Xandr Shares Comprehensive Approach To Identity
Xandr today shared insight into its multi-faceted approach to identity solutions, to facilitate high-value transactions for buyers and sellers following the deprecation of third-party cookies and device IDs.

Bolster Group Launches Regional Tour ‘Small Town Big Sound’, For The Transport Accident Commission’s Vanessa
A nod to the colourful, late 70’s Aussie pub rock scene, Bolster Group has created the Small Town Big Sound campaign; collecting a handful of the nation’s locally adored bands to tour regional Victoria in the latest campaign for TAC’s Vanessa.

When It Comes Brand Building, Less Isn’t Always More
In this guest post, Hulsbosch’s creative director Marcel Wijnen, casts his design eye over what truly makes a brand and says it’s all about being true and essential… To do simple – and to be original – is a truly tough task. Not impossible, but not easy. Naturally, we can get lost in ‘striving for simplicity’ […]

Seven Victorian Charities Join Forces To Light Up Thousands Of Lives With ‘Power Up’ 2021 Campaign
Seven Victorian charities are uniting for a month-long virtual fundraising challenge - Power Up 2021 - between 28th February and 28th March. There’s no denying that 2020 affected everyone, but small charities experienced a huge drop in much needed donations and it is hoped the Power Up campaign will bring fundraising back to life.

South Australian Supermarket Chain Foodland Launches ‘Mighty’ New Campaign, Via KWP!
South Australia’s largest independent supermarket chain, Foodland – with its unforgettable jingle “Foodland, the mighty South Aussies, yeah” – will launch a new campaign on 7th March. The campaign coincides with the chain’s $251m expansion program to open twenty-five new stores, revamp fourty-seven and create 2,500 new jobs over the next five years. Agency KWP! […]

AFG Launches Brand Refresh From The Works Ahead Of Tech Launches
Ahead of major new technology launches, AFG (Australian Finance Group) has unveiled a new brand design, logo and campaign created by The Works.

Client Retentions Boost Carat’s Billings And Solidify Growth
Jim Groves, Managing Director of Carat Perth, announced today a significant growth period for the agency with the retention of three existing clients.

Julie Bishop, Thelma Plum And More: Klarna’s First Aussie Smoooth Session
A-listers turned out to Klarna's Sydney party last night. It did move significantly down the alphabet on B&T's arrival.

The Future Of Post-Pandemic Advertising Or Plain Gross? People Are Freaking Out Over This Racy Menswear Campaign
B&T warns this contains imagery of attractive people in various states of undress. And by "warn" we mean "encourage".

A Win For Privacy Or For Google? Ad Tech Industry Weighs In On Tracking Changes
Here, B&T asks "a win for privacy or for Google?" & you'd pick the splinters out of our arse such was the fence-sitting.

72andSunny Announce New Narratives: Mapping Modern Masculinity Event
72andSunny announces plans for a masculinity event, adding it's not compulsory to do donuts in a ute before attending.

Government Supports ‘Buy Aussie Now’ Marketplace With ‘Tick Of Approval’ For Australian Businesses
B&T always looks to buy Australian, except that is when it comes to sombreros, Shih Tzus or plundered Inca ruins.

Co-Founder Of Eyeota Returns As Head of Brand Solutions AU/NZ
Eyeota, the leading audience technology platform enabling the intelligent use of data, today announced its co-founder, Trent Lloyd, has been appointed Head of Brand Solutions, Australia/New Zealand.

Muval Launches First Broadcast And Digital Advertising Campaign, Targeting ‘Relocation Of The Nation’
Muval is an online booking platform for removalists, despite sounding like a psyllium fibre supplement for constipation.

The Indie Recipe: A Dash Of Agility And A Spoonful Of Adaptation
Here's the recipe for indie agency success! Sadly it doesn't go so far as tips on stealing your competitor's clients.

Clems Melbourne Launches New Content Division
Judging by the press photo, Clems content division enjoy a laugh. Unless they're learning of a colleague's termination?

The Wiggles Mash-Up Tame Impala’s ‘Elephant’ With Iconic Hit ‘Fruit Salad’ For Triple J
The Wiggles have done triple J's 'Like A Version' and, thankfully, no one had a bout of narcolepsy or a heart attack.

Yes, You Can Now Buy Cadbury Creme Egg-Flavoured Beer!
The hot cross bun said to be the ideal accompaniment to Cadbury Creme Egg beer. Followed by a trip to Weight Watchers.

WPP Snares Facebook’s Dave Rolfe For Global Head Of Production Role
Dave Rolfe named WPP's global head of production while confirming he's no relation to convicted sex pest Rolf Harris.

Thursday TV Wrap: Gogglebox Numbers Continue To Climb
With MAFS on hiatus, it was a Steven Bradbury sprint to the line for the networks last night. Sans the silly helmets.

Australian Community News Launches Travel Website
Clearly having not read a newspaper in the past 12 months, Australian Community News announces plans for travel website.

Moccona Launches New “Me-Time” Brand Platform, Via Edge
Moccona's the premium instant coffee of choice at the B&T office. Even if we do refill the jar with International Roast.

Network 10 And Nickelodeon International Partner For First-Time With Live Action Series
Dreading the fast-approaching school holidays? This may be of interest or even a bulk purchase at Dan Murphys.

Introducing The Zavy Social Scoreboard
Get yourself acquainted with the Zavy Social Scoreboard here. Why not mix a martini for added mood and intimacy.

Study: 81% Of Creatives Say COVID’s Hit Their Earnings, 40% Saying It’s More Than Halved
In lieu of the AstraZeneca vaccine, B&T's warding off the pandemic with a Vick's Vapor Rub & a Johnnie Walker & honey.

Priceline Pharmacy Celebrates Every Day Being A Festival of You, Via Whippet
Priceline celebrates the 'festival of you' in latest campaign. Particularly if you stink, itch, secrete or blister.

Foxtel Media Unveils Four New Digitally Enabled Cient Offerings
Miss the Foxtel Group 2021 Showcase yesterday? Watch a video replay of it in full here while pausing for toilet breaks.

“The Free And Open Internet Is A Force For Good”: Quantcast Reveals New Intelligent Audience Platform
On Thursday, Quantcast held their Virtual NOVA event, discussing the current state of the advertising industry, the end of third-party cookies, the open internet vs walled gardens, and data privacy and consent. The event coincided with the launch of their new Quantcast Platform. It is an intelligent audience platform powered by the company’s patented AI […]