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
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.