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Why is Data Marketers Most Valuable Asset? About the DMA Resources - - PowerPoint PPT Presentation
Why is Data Marketers Most Valuable Asset? About the DMA Resources - - PowerPoint PPT Presentation
Why is Data Marketers Most Valuable Asset? About the DMA Resources Why is Data Marketers Most Valuable Asset? Tim Bond, Head of Insight, DMA @tim_j_bond @DMA_UK Interrelated Issues Data Relevance Trust Challenges Restricting
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Resources
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Why is Data Marketers’ Most Valuable Asset?
Tim Bond,
Head of Insight, DMA @tim_j_bond @DMA_UK
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Interrelated Issues
Relevance Data Trust
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Challenges
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Restricting Free Flow of Data
Concerned 50,9% Neutral 24,6% Unconcerned 24,6%
Source: DMA – ‘Data Privacy: An Industry Perspective 2019’
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2% 4% 7% 9% 16% 16% 17% 20% 21% 22% 25% 30% 40% 42% 0% 20% 40% 60% None of the above Outdated ESP technology Choosing latest channels rather than effective channels Data degradation Poor interdepartmental communication Data siloes Lack of senior support Lack of content Outdated in-house technology Inefficient internal processes Lack of strategy Lack of data Limited internal resource Limited budget
Challenges
Source: DMA – ‘Marketer Email Tracker 2019’
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GDPR Improving Business
Source: DMA – ‘Data Privacy: An Industry Perspective 2019’
Worse 1% Same 55% Improved 44%
0% 20% 40% 60% 80% 100%
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Ability to Meet Customer Needs
39% 2% 37% 55% 24% 43% 0% 20% 40% 60% 80% 100% Sep-2017 Apr-2018 Sep-2018 Aug-2019 Improved Same Worse
Source: DMA – ‘Data Privacy: An Industry Perspective 2019’
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Improving Trust & Data
Source: DMA – ‘Data Privacy: An Industry Perspective 2019’
42% 42% 46% 49% [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE]
- 20%
0% 20% 40% 60% Marketing programmes Marketing data/metrics Public trust in brands and marketing Consumer trust in how their data is being handled Worsened/Negative impact Improved/Positive impact
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“Sharing data is part of the modern society”
69%
Agree
Source: DMA – ‘Data Privacy: What the Consumer Really Thinks 2018’
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“I am happy with the amount of personal information I give to
- rganisations these days”
Source: DMA – ‘Data Privacy: What the Consumer Really Thinks 2018’
61%
Agree
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“I would like more control over the personal information I give companies and the way it is stored”
86%
Agree
Source: DMA – ‘Data Privacy: What the Consumer Really Thinks 2018’
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“I would like more transparency about how my data is collected and used”
88%
Agree
Source: DMA – ‘Data Privacy: What the Consumer Really Thinks 2018’
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Trust
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6% 13% 15% 17% 17% 19% 21% 22% 25% 31% 32% 54% 0% 20% 40% 60%
If I receive adverts that are of interest/relevance to me It is part of a group of companies that I deal with They have good online reviews for their products and… It saves time (i.e. shopping lists/card details) I get special offers tailored to me My friends/family recommended them I get improved service It is a well-known brand It is a brand or business I have bought from I get free services and products in exchange I can get higher value goods for a lower price I trust the organisation
What makes consumers happy to share data with a company?
Source: DMA – ‘Data Privacy: What the Consumer Really Thinks 2018’
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“I trust businesses with my personal information”
28%
22%
2017 2019
Source: Information Commissioner’s Office (ICO) – ‘Information Rights Strategic Plan: Trust and Confidence’ report 2019
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16%
10%
2017 2019
62%
73%
“I have a good understanding of how my personal data is used”
Source: Information Commissioner’s Office (ICO) – ‘Information Rights Strategic Plan: Trust and Confidence’ report 2019
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Who Benefits from Data
Source: DMA – ‘Data Privacy: What the Consumer Really Thinks 2018’
Businesses
8%
78%
Consumers
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Relevance
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Do Consumers Like Personalisation?
Source: DMA – ‘GDPR: A consumer perspective 2018’
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To what extent are you comfortable companies using your data to stop me receiving recommendations I am not interested in? (% that are ‘Comfortable’)
Reduce Irrelevance
Source: DMA – ‘GDPR: A consumer perspective 2018’
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Personalisation Drives Data Sharing
Source: DMA – ‘Data Privacy: What the Consumer Really Thinks 2018’
34%
26%
2015 2017
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Interrelated Issues
Relevance Data Trust
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What’s Next?
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Questions?
Tim Bond,
Head of Insight, DMA @tim_j_bond @DMA_UK research@dma.org.uk
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