JOINING THE DOTS AMONG
CONNECTED CONSUMERS
From the Big Data Economy to Personal Data Economy
Ryan Garner, Research Director
Ryan.garner@gfk.com
GfK UK
© GfK 2014 | Connected Consumer | March 2014
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Connected consumer is here but data is disconnected
UK households own an
average of 3 different
device types that
connect to the internet
“Personal data is the
new oil of the Internet
and the new currency
of the digital world.”
Personalisation is
restricted by service
provider
Ofcom 2013
© GfK 2014 | Connected Consumer | March 2014
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WHAT IS THE MOST EFFECTIVE
WAY TO JOIN UP DATA THAT
CREATES VALUE FOR BOTH
BRANDS AND CONSUMERS?
© GfK 2014 | Connected Consumer | March 2014
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Personalisation of media content and advertising is the
current approach. However, gaining an accurate single
person view is very difficult
Apple’s Approach
Only a view within the Apple
ecosystem
iTunes Radio
Digital tracking is difficult across so
many touchpoints
(cross media personalisation)
Survey work is too unreliable for
this particular purpose
© GfK 2014 | Connected Consumer | March 2014
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Furthermore, consumer behaviours and attitudes are
making effective personalisation very difficult
Ad Blocking
Control
38%
47%
Claim they have taken
steps to block the display
of online advertising
Claim they want more
control over the way their
personal data is used
Creepy
69%
Find it creepy the way
that some companies
use information about
them
Source: GfK 2013
© GfK 2014 | Connected Consumer | March 2014
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The impact of the creepiness factor
Brand Attachment
The Uncanny Valley Effect
Chart by Masahiro Mori
and Karl MacDorman
A
B
C
D
E
F
Level of Personalisation
© GfK 2014 | Connected Consumer | March 2014
G
Source: GfK 2013
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So what’s the alternative?
The shift from the Big Data Economy to the Personal Data Economy
Personal Data Economy
•
Individuals control their own data
•
Individuals are the point of data integration
•
Information is collected, used and
disclosed by individuals for their own
purposes and according to the individuals
own personal privacy settings
© GfK 2014 | Connected Consumer | March 2014
No issues around
single customer view
Choice given back
individual not filtered
by brand/advertiser
7
Brands can build stronger relationships with consumers
by differentiating on trust/consent
I would provide companies with more information
about myself if I could be sure they were not going to
share it with anyone else unless I gave explicit
permission
4%
16%
Disagree strongly
29%
Disagree somewhat
48%
Neither
Agree somewhat
“Give a man a mask
and he will show you
his true face”
Oscar Wilde
Agree strongly
Source: GfK 2013
© GfK 2014 | Connected Consumer | March 2014
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But consumers want convenience not spreadsheets
Choice Engines
© GfK 2014 | Connected Consumer | March 2014
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The future is uncertain but the obstacles are very real
Proliferation of
platforms &
devices
© GfK 2014 | Connected Consumer | March 2014
Data locked behind
walled gardens
Uncanny Valley
Effect
10
Three alternative considerations:
1. If data is the ‘oil’ of the information age, then trust will be the driver of brand
preference and loyalty among customers
2. There’s nothing new about customer centricity but being customer driven can
avoid creepiness and increase brand attachment
3. Remove the complicated algorithms, profiling and personalisation. Becoming a
choice engine gives control back the customer and allows the brand to
differentiate by filtering around the edges
© GfK 2014 | Connected Consumer | March 2014
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