It's up to you to convince people to hand over the keys to their personal data set.
Let's get the assumptions out of the way right up front.
Dave told the eMetrics audience that websites simply need to publish what data they are collecting and for clearly and concisely what they are using it. From the audience, I heckled (hey - it's my Summit and I'll heckle if I want to), "But clearly and concisely are mutually exclusive!"
Dave agreed. In fact, he admitted that he had only known one person who had ever read the entire Apple iTunes agreement…his wife... a lawyer. He also admitted that by the time she got to the bottom to click on "I Agree," her session had timed out.
Given no legislative solution that would not stymie innovation...
Given no technical solution that cannot be hacked...
Given no cultural solution that would not be anathema elsewhere...
Given no economic solution that cannot be gamed...
The only remaining choice is a marketing solution that is hereby, henceforward, publically, and irrevocably on you to make work.
It's the quaint and ancient custom of opt-in.
You may remember opt-in from Seth Godin's turn of the century classic called "Permission Marketing: Turning Strangers Into Friends And Friends Into Customers."
Simply put, it is up to you to convince people to hand over the keys to their personal data set. No one expects you to convince everybody to hand over all of their data. At least, not all at once. It would be foolish to even try.
Instead, ask them to a provide a little at a time...just like in real life.
If you will allow us to serve you a tracking cookie, you can create an anonymous profile where you can pin pictures onto your "boards" and then you can share with friends.
If you set some preferences, we can customize the experience for you.
If you give us your email address, we will send you discount coupons.
If you allow us to link to your Facebook page, you can offer your friends discounts.
They'll like that.
If you answer this survey about your personal preferences, we'll send you one of these as a gift at no charge.
Hey, I want one of those!
If you will fill in your profile page, we'll credit your account with 25 virtual monetary units/game points for in-game spending or to give them to friends.
If you tell us what big data business applications your enterprise is shopping for in the next three to six months, we'll let you download this white paper.
Oh, my boss will want to see that.
If you buy something from us with your credit card, we will safely store your personal data to make it easier for you to buy something from us in the future.
If you input your current financial facts and figures, we'll automatically categorizes your transactions, let you set budgets, and help you achieve your savings goals.
If you list all of your medical conditions and prescription drugs, we can make sure your vital information is available in case of any emergency and send you a medical alert bracelet.
If you swipe your membership card at the cash register and let us monitor all of your nutritional ingestion, all of your medication intake, all of your alcohol consumption, and all of your condom use, we'll give you a coupon for $2 off on dog food next time you shop here.
As marketers, it was always our job to persuade customers to exchange money for goods and services. Today, it is our job to persuade customers to exchange money and data for goods and services.
Don't get greedy and you won't seem creepy.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Jim Sterne is an international consultant who focuses on measuring the value of the Web as a medium for creating and strengthening customer relationships. Sterne has written eight books on using the Internet for marketing, is the founding president and current chairman of the Digital Analytics Association and produces the eMetrics Summit and the Media Analytics Summit.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT