Observed Signal · Nov 22, 2022 · Commentary / Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Data Collection Evolves From Coercive to Consensual to Collaborative
The article examines how brands are shifting customer data collection from coercive cookie notices to consensual and collaborative experiences. It cites a Pew Research study showing 81% of Americans feel they lack control over their data, yet only 22% read privacy policies. According to cited research, 80% of customers are more loyal to brands offering a transparent value-exchange data collection experience. Experts from Ketch, Didomi, Amperity, Movable Ink, and others discuss responsible privacy practices, preference centers, conversational tools, gamification, and linking data usage to customer benefits. A Bungie campaign for Destiny 2 improved churn and click-through rates using personalized year-in-review emails and gamified zero-party data collection. The article concludes that collaborative data collection builds trust, reduces opt-outs, and differentiates brands.
Article provides relevant strategic guidance on consent-based, zero-party data collection for the MarTech and privacy landscape, but announces no specific industry event or major platform change.
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Key Takeaways & Evidence Grounding
- A Pew Research study of over 4,000 Americans found that 81% feel they lack control over how companies collect and use their data, while only 22% read a brand's privacy policy fully before consenting.
- Research cited from the book 'Customer Data Platforms' found that 80% of customers are more loyal to brands delivering a positive data-gathering experience.
- A Ketch report suggested responsible data practices such as data minimization, transparency, and control mechanisms can increase purchase intent by 23%.
- Bungie's Destiny 2 year-in-review campaign improved churn rates by 46% and click-through rates by 124%, according to Movable Ink.
- The article highlights preference centers, conversational tools, and gamification as approaches for collaborative zero-party data collection.
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Connected Companies & Entities
6 Entities mapped“Tom Chavez, CEO of data management company Ketch, said customers highly value data dignity....”
“Chris Beirne, vice president of sales at preference management platform Didomi, said this can become a real differentiator for brands....”
“Alison Lindland, executive vice president, and chief client officer at personalization marketing software platform provider Movable Ink, sai...”
“Barry Padgett, CEO of enterprise customer data platform Amperity, said transparency may be the first step to good data practices but it's no...”
“Jess Jurva, chief customer officer of content marketing platform Conductor, said marketers need to better understand how to gain consent for...”
“Vasan Sundar, senior vice president and head of technology at interactive digital agency Razorfish, suggested using tactics that show custom...”
Ontology Mapping & Concepts
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