Data, Identity And The Art Of Keeping It Simple

Data, Identity And The Art Of Keeping It Simple
SHARE
THIS



Shifting sands in the digital landscape mean we need to find new ways of recognising our customers. Verizon Media ANZ managing director Paul Sigaloff explains why keeping things simple is the best approach for success.

Do you know your blood type off the top of your head? I think I’m O positive. Or is it O negative? It’s the kind of question we all should know the answer to, but probably don’t.

In the realm of data and identity a similar question can be asked of us all. Except this one has only three possible answers: Haves; Have Nots; Ostriches.

This scenario was canvassed at Verizon Media’s most recent edition of Identity Decoded, which took a deep dive into a new emerging world. It’s a world where we need to find new, innovative ways of getting to know our customer—and helping them get to know us.

As our head of data Dan Richardson pointed out, the business you work for will invariably fall into one of three easily recognisable categories regarding data collection.

First there’s the ‘haves’. This group is the best prepared for the future. They’re already identifying people who are providing their consent by logging into their website or using their app. They most likely have a sophisticated CRM database ticking over and have a well-thought-out identity strategy.

The next group, the ‘have nots’, may have a website that is collecting cookies from people who are visiting their properties. But their visitors are probably not logging in, and the business may not be collecting their emails or phone numbers. They’re doing what’s worked in the past, but won’t in future.

And then there’s the ‘Ostriches’. Those in this category are probably doing all of their business within a walled garden. Which means they are only able to use what’s available to them within this environment, and burying their heads in the sand ignoring the wider world.

Interestingly, none of these approaches is the right or wrong way of doing things. Of course, if you are a business that wants to find growth through digital channels into the future, then you really ought to be in the ‘haves’ category.

There may be very good reasons to be in the ‘have nots’ or the ‘Ostrich’ categories though. And as Identity Decoded panelist and IAB CEO Gai Le Roy astutely outlined, there is really no need to hoard data that your business has no use for. Her advice was straightforward on this point: don’t be afraid to let go.

Whichever of the three categories your business falls into, if you want to improve your data collection, then don’t be afraid to start small.

And while it’s a big change, it’s actually something that’s pretty simple to kick start—especially if you take the time to find the right partner.

Working out which provider will work for you can be as simple as taking the time to compare your databases with theirs and see how they match with their solutions. By doing that you will find the low-hanging fruit, which is a great place to start your transformation to a ‘have’.

Whatever your data strategy though, finding the right way to engage with people isn’t always straightforward. The best advice for those who are unsure of what to do is to keep it simple and treat potential customers with respect.

Bring the identity conversation to the fore, just as you might engage a customer visiting a physical shopfront. Ask for consent for information in a simple fashion, free of jargon, legalese and small print. Demystifying things is a surefire way to put people’s minds at ease. It is also much more likely to drive a positive response.

As IBM CMO Jodie Sangster told the Decoded audience, we need to find an easier way to gain people’s trust and have them share their information.

She pointed to a video on data privacy she had seen which was fronted by Lee Lin Chin. Although it was only a few minutes long, it humorously explained how the company was using data in a human way. It was the sort of thing a lengthy page of microscopic text could never convey.

Bring the brand to life, create some personality and you’ll make people buy into it and trust you more. Just think of how you’d prefer to be treated.

A happy customer, after all, is an engaged customer. And there are big opportunities that come from having people logged in to our sites. When people are doing this—effectively scanning their swipe card at our door—it’s very easy to have a discussion with them.

Equally important is demonstrating the value exchange. Sometimes the simplest solutions are the best. If someone tells you their birthday in a sign up form, why not fulfil that value exchange in the most time honoured way? Give them a present.

MediaCom AUNZ CEO Willie Pang made a similar observation, citing the ongoing success of the ‘Share a Coke’ campaign. It’s effectiveness, he explained, speaks to the heart of what consumers want. And that’s being understood and receiving something that adds value to their life—in this case companionship.

He’s right. By providing something meaningful to those who engage with us, we have the chance to earn their fealty. The trick is to make sure we are always relevant, but never intrusive. There are cautionary tales here. As Le Roi also outlined on our panel, a certain alcoholic beverage delivery provider she’d given her details to was seriously stretching the friendship. Their barrage of near daily sales offers had crossed a line, tempting as they are.

Which is why it’s essential to always think of what the customer would want most when we contemplate our approach to data and privacy. So when developing your strategy for the future, be polite, be relevant and keep things simple. Or as we strive for at Verizon Media: be human and helpful.

Please login with linkedin to comment

Paul Sigaloff Verizon Media

Latest News

Carnival Cruise Lines Want Aussies To Find Their ‘Fun Type’ This Summer
  • Campaigns

Carnival Cruise Lines Want Aussies To Find Their ‘Fun Type’ This Summer

You probably know your star sign, personality type and even your blood type. Maybe you’ve previously felt some type of way. But do you know your ‘Fun Type’? Carnival Cruise Line has today unveiled its latest campaign, helping Aussies to discover what type of fun they’re really into. The new ‘Fun Type’ questionnaire – developed […]

SMI Data: Ad Spends Up 2.7% In October
  • Media

SMI Data: Ad Spends Up 2.7% In October

Australia’s media market has highlighted the strength of current underlying ad demand by reporting a 2.7 per cent increase in October ad spend despite a large decline in TV bookings due to the move of the AFL and NRL finals to last October and ongoing COVID restrictions. The result is also 1.6 per cent above […]

Unruly Launches Content Level Targeting That Enhances Publishers’ CTV and Video Inventory
  • Campaigns
  • Technology

Unruly Launches Content Level Targeting That Enhances Publishers’ CTV and Video Inventory

Programmatic video advertising platform Unruly has introduced content level targeting that standardises attributes across genre and rating segments enabling scaled buying on premium video content. Today Unruly announced the introduction of its content level inventory that segments inventory based on publisher bidstream attributes that mirror linear TV buys, such as genre and rating. The solution […]

Golden Circle Wants Aussies To ‘SmilePay’ This Summer
  • Campaigns

Golden Circle Wants Aussies To ‘SmilePay’ This Summer

Golden Circle is bringing a splash of sunshine to the Australian Summer with the launch of an innovative, SmilePay vending machine. The machine was created by 72andSunny, and software development company, Enabled 2 GO Technologies. It uses existing smile recognition software to recognise an Aussie smile and in return release a complimentary ice-gold Golden Circle fruit drink […]

Three Tips For Bringing Your Brand’s Decarbonisation Strategy To Life
  • Opinion

Three Tips For Bringing Your Brand’s Decarbonisation Strategy To Life

In this guest post, Rosanna Iacono (pictured below), managing partner and advisor at The Growth Activists, offers three top tips to ensure your brand is on brand when it comes to climate… After ranking last for climate policy among more than 60 nations, the Australian government’s climate change performance was widely slammed at the recent […]

Opinion

by B&T Magazine

B&T Magazine
New Report Says Managers Are Ignoring Employee Mental Health
  • Media

New Report Says Managers Are Ignoring Employee Mental Health

Almost half (49 per cent) of Australia’s marketing, media, and communications employees feel their managers are showing little, if any, concern for their mental wellbeing, a new report has found. The report – conducted on behalf of the Australian College of Applied Professions in October 2021 – surveyed 1000 nationally represented workers and found some […]

iD Collective Snags Goodman Fielder
  • Marketing

iD Collective Snags Goodman Fielder

Full-service communications agency, iD Collective, has been appointed by Goodman Fielder to develop and implement a strategic communications plan for Wonder Australia. The agency will be focusing on a series of new, sustainable initiatives that are helping Wonder turn waste into wonderful. iD Collective managed all aspects of the PR campaign spanning press office activity, […]

Digital Lives of Australians: Cyber Security Fears Keeping People Offline
  • Campaigns
  • Technology

Digital Lives of Australians: Cyber Security Fears Keeping People Offline

The internet is invaluable but cyber security fears are keeping Australians offline. According to new research released today by the .au Domain Administration (auDA), almost 90 per cent of Australians say the Internet has a positive impact on their lives. Moreover, almost all small businesses (98 per cent) depend on the Internet as an invaluable […]

Optus Unveils Charitable Donate Your Device Program
  • Campaigns
  • Technology

Optus Unveils Charitable Donate Your Device Program

Optus has announced Donate Your Device which invites everyone to donate unused or old smart phones to the people who need it most. Having constant on demand access to a smart phone is part and parcel for so many people’s daily lives. However sadly, many Australians are being technologically left behind without a smart phone […]

Optimizely to Acquire Marketing Orchestration Platform Welcome
  • Campaigns
  • Technology

Optimizely to Acquire Marketing Orchestration Platform Welcome

Optimizely will advance its digital experience leadership, empowering marketers to plan, create, deliver and optimise campaigns in a single end-to-end solution. Today, leading digital experience platform (DXP) provider, Optimizely, announced it has entered into a definitive agreement to acquire Welcome. Welcome brings the best capabilities of content marketing platforms (CMP), marketing resource management (MRM), and […]

Industry Backed Scholarship Launches In Memory Of Digital Ad Sales Pioneer Sam Smith
  • Marketing

Industry Backed Scholarship Launches In Memory Of Digital Ad Sales Pioneer Sam Smith

Social purpose organisation UnLtd in partnership with The Pinnacle Foundation has launched a new scholarship program in honour of the late Sam Smith. The ‘Sam Smith’ Scholarship will be awarded to young LGBTIQ+ Australians in the fields of marketing, advertising, technology, or communication. The scholarship program will fund students’ education, whilst providing additional support by matching […]

Audience Precision Secures RedEarth Energy Marketing And Communications Portfolio
  • Media

Audience Precision Secures RedEarth Energy Marketing And Communications Portfolio

Australian energy storage company, RedEarth Energy Storage, has appointed media strategy consultancy and technology business, Audience Precision, to stand alongside it in the creation of RedEarth as an iconic Australian brand in providing personal power plants to Australian businesses and residences. Audience Precision will provide research and insights, marketing and communications planning, campaign development, including […]