Thinking inside the box data permission strategies - Wednesday 18 November

Data protection 2013

Friday 8 February

#dmadata

Supported by

Thinking inside the box: data permission strategiesTuesday 18 November 2014@DMA_UK #dmapermission

Headline sponsor

5.00pm Registration

5.30pm Welcome

Rosemary Smith, Director, Opt-4

5.35pm Well worth a tick

Rosemary Smith, Director, Opt-4

5.50pm Having it both ways – trusted brands can use big data

Julia Porter, Director of Consumer Revenues, Guardian News & Media

6.10pm Marketing permissions in a complex omni-channel world

Paul de Laat, Group Customer Insight Director, John Lewis Partnership

6.30pm Panel discussion

Rosemary Smith, Director, Opt-4

Julia Porter, Director of Consumer Revenues, Guardian News & Media

Paul de Laat, Group Customer Insight Director, John Lewis Partnership

Jonathan Earle, Head of Customer Strategy & Development, Telefonica UK

7.00pm Drinks and Networking

8.00pm Close

Agenda

Headline sponsor

Welcome

Rosemary Smith, Director, Opt-4

@optfour #dmapermission

Headline sponsor

Well worth a tick

Rosemary Smith, Director, Opt-4

@optfour #dmapermission

Headline sponsor

Well worth a tick

Rosemary Smith

www.dpnetwork.org.uk

http://www.fastmap.com/ipv.aspx

Marketers are underestimating how popular discounts and incentives are with consumers

Consumers (1180), Marketers (310). Source: fast.MAP Marketing-GAP August 2014

28%

29%

32%

30%

31%

34%

44%

39%

37%

37%

40%

40%

44%

47%

63%

65%

0% 20% 40% 60% 80%

To hear about other relevantproducts and services…

To pay online

To receive money savingadvice

To enable me to make anonline purchase

To get helpful information tomake my life easier

To get a quote/look forcheaper prices

To receive free productsamples

Get discounts/special offers

How important would the following benefits be in making you happy to opt in to receiving future communications from an

organisation? Source:fast.MAP Marketing-GAP, August 2014

2014 Consumer attitudes

2014 Marketers perceptionof consumer attitudes

Incentives to opt-in

63%

65%

Clear

Trustworthy

Honest

Flexible

Appealing

Inviting

Reassured

Gives confidence

Rewarding

I’m in control

Welcoming

Values me

Gives me choice

My data will be safe

What do consumers want?

No choice of how contacted.

A bit Smarmy

I have not been considered

It was too broad -when and where

and how often would they

contact me?

85% worry about details ‘passed on’

Consumers (1180), Marketers (310). Source: fast.MAP Marketing-GAP August 2014

I disliked…Once you`re on the list

never get off, like hell on

a roundaboutcobblers, all it means is they are

going to sell my details

We have too many

unsolicited phone calls

Carefully selected –

you must be joking

Having it both ways – trusted brands can use big data

Julia Porter, Director of Consumer Revenues, Guardian News & Media

@theguardian #dmapermission

Headline sponsor

26

Having it both ways – trusted brands can use big data

27

The Guardian and open journalism

“We do believe that if we had not been open, if we did not have a brand that was globally influential or indeed could garner response and create comment, people like Edward Snowden would not be coming to us, they would go somewhere else.

We believe open is the best expression of how content should travel in this new digital space”

David Pemsel, Deputy CEO, GNM

28

But how are we going to make money?

Today, success is about how strong your 1:1 customer relationships are and how you are monetizing those relationships. In the long term, the media companies that do the best job of creating valuable relationships will be the ones that thrive in the shift from print to digital.

Lean Back, Economist Marketing Blog

29

Advertising ARPU

Products & Services ARPU

Prompt brand reappraisal and proposition

awarenessAttract audience Conversion

Increase engagement (brand and

content)

Advocacy

Prompt brand reappraisal and

proposition awareness

Attract audience

ConversionCross-sell &

up-sellAdvocacy

Co

nve

rsio

n

Grow Deepen Retain

Co

nve

rsio

n

Partnerships

Active membership

and AdvocacyARPU

Digital Ads ARPU

Product ARPU

£x £xx £xxx

£x £xx £xxx

£

Executing the Guardian’s known strategy depends on data

30

Why do we think it will work?

We know

• Signed-in users make up a 1% of users

• They punch above their weight – 20 times more valuable

• 571% (!!) more sessions per user

• 59% more page views per session

We think

• They are our most loyal users

• They are more likely to promote the Guardian

31

Using data is here to stay driving value across 4 pillars of our business

Content

Engagement Revenues

Product

32

However, data has been in the news a lot…. and the Guardian takes a high profile editorial stance.

33

How do we balance privacy with understanding customers?

34

We formed a working party with interested stakeholders – there were a lot….

• Deputy CEO• Consumer Revenues Director• Head of Analytics• Head of CRM• Marketing Director• Managing Editor• Readers Editor• Data Protection• Information Security• Risk• Communications• Legal

35

We discovered that “data” meant different things to different people….

36

We learnt that people display different attitudes to privacy

37

We also learnt that without trust there is no data

• Drivers of Sharing Personal Information

38

We also discovered that following our own Scott Trust values of transparency and openness to gain our audiences’ trust made most sense

Deloitte research told us people who believe that companies tell them how their personal data is used are more likely to be confident that companies, handle, share and use their data to deliver personal benefits

39

And we produced a video – “why your datamatters to us”

Browser Version

40

We also created a resource centre – blog, FAQ’s, sign in options, link to privacy etc

41

Lessons learnt - results of audience research

• The audience charter is welcome and evidence of The Guardian’s inclusive strategy

• The language should avoid ambiguity • The message content should avoid complexity• We should avoid the language of legality• Business initiatives that keeps www.theguardian.com free

is the primary appeal• Practicalities of data sharing is the concern not data safety• Personalisation benefits can become evident after sign up• Important that users feels they remain in control

42

One final quote from the Reuters blog “Why The Guardian’s data strategy is spot on”

“Last week, The Guardian ran an article with the headline: Being open with users about why their data matters to us. I urge you to take the time to read it and learn from The Guardians transparent attitude to data. People are more clued up on the way their data is being used than ever before and if brands want to maintain the trust of their customers, transparency is a must”

Richard Law, CEO of identity intelligence specialist GBGroup. (Reuters Blog)

Marketing permissions in a complex omni-channel world

Paul de Laat, Group Customer Insight Director, John Lewis Partnership

@johnlewisretail #dmapermission

Headline sponsor

O2 Privacy Policy Video

http://www.o2.co.uk/termsandconditions/privacy-policy

Sponsored by

Panel discussion

Rosemary Smith, Director, Opt-4

Julia Porter, Director of Consumer Revenues, Guardian News & Media

Paul de Laat, Group Customer Insight Director, John Lewis Partnership

Jonathan Earle, Head of Customer Strategy & Development, Telefonica UK

#dmapermission

Sponsored by

Closing comments

Rosemary Smith, Director, Opt-4

@optfour #dmapermission

Sponsored by