so the other day I was in Starbucks
talking to one of my friends about her
trip to Iceland and I said wow that
sounds incredible I would love to go
there one day later on I was mindlessly
scrolling through Facebook and came
across an ad on my feed from Groupon
says Iceland vacation with airfare so
this is not something I’ve never
researched before or even really thought
about that day until my conversation
with her so even as a digital marketer
knowing how all this happens even I can
get creeped out sometimes but with a
splash of smart data and probably the
fact that the Facebook photos I was
looking at from her vacation were tagged
in Iceland this creepy coincidence
really isn’t a coincidence at all so who
else here has been personally victimized
by an ad online
yeah something you create clicked on
once in it creeps you around the
internet for eternity appears in your
Facebook feed here are some tweets that
I pulled just by searching hashtag
creepy marketing hey marketers please
stop sending so I see you were on the
website today emails hashtag creepy
marketing creepy marketing my dad is an
assisted-living today he received a
hey target my highly detailed database
tells me I have not been proposed to why
does yours disagree Congrats
we heard you said yes Congrats you heard
wrong
so while funny these are some prime
examples of how personalized marketing
can go wrong in a sense that it’s
probably a little TMI for your local
target to know or just plain wrong like
Congrats on your engagement so research
shows that 94 percent of marketers
believe that personalization is critical
to their current and future success and
two-thirds of consumers prefer to buy
from brands to deliver relevant ads and
customize shopping experiences however
92 percent of US Internet users are
expressing concerns about their online
privacy data
so what does that mean it means that
marketers are walking a very thin line
between delivering individualize
experiences and not invading the privacy
of those users and consumers are
wondering how much information and data
is out there about me and how is it
being used in order to bridge the gap
between personalized marketing and the
privacy paradox we need to talk about
how and why data is collected and how
it’s being spread today I’m going to
talk to you about transparency I’m gonna
address both the consumers and the
marketers in this audience both of us
was something to learn because the only
way to bridge the gap to understand and
build it together so let’s talk about
how data is collected your data is
collected from a bunch of different
channels it all comes down to what you
do online though opt in for newsletters
sign-in to social media log in to web
sites location check-ins this all
information gets tracked back to your
web IP address and then your web IP
address can get linked to your cellphone
when you do things on your mobile device
like sign into Facebook like you do
online this data all gets collected and
put into a system and gets marked as you
are you are just a number I did draw
that in paint by the way so when
marketers generate lists it’s just a
list of IP addresses we don’t see names
or addresses or your faces these are
just things that are generated from the
criteria that gets pulled in the system
and linked to your IP here’s an ad that
I was personally given from an ad
criteria like this on Facebook you can
click things like why am I seeing this
ad so why am I seeing this go puff ad
which is a snack delivery service and if
anyone knows me they’re doing a very
good job at their ad targeting so this
is for people that say look like their
customers what we call look-alike
audiences in marketing not literally but
there’s probably a woman around my age
who has signed up for this service and
now I’m seeing this and I’ve been pulled
into this ad group most of my job
however is not these targeted ads it’s
actually called rule-based
personalization and/or rules
so if you click this or that online you
serve to this if you do this and not
that hide this I know that sounds
confusing so let me give a good example
you’re on your favorite online shopping
site and you’re looking for blue dresses
the you click around on a few and then
you leave the site and come back later
or you click back to the home page and
you see recommended for you and it’s for
blue dresses these are things that are
just generated in real time on the
website based on things that you’re
doing so we could continue down the path
of all the technicalities of how the
data is collected but I really want to
concentrate on how it’s used and why so
let’s talk about the why first reasons
obvious makes money as marketers we want
the cool ideas and the flashy campaigns
sure when it comes down to it the best
marketing campaigns are the ones that
show ROI and personalization does just
that
the second reason and arguably more
important reason is that we do want to
give you the better user experiences and
that means the most relevant path for
why you’re visiting this site but what
started as cool customized journeys
actually started to raise some red flags
with consumers started to creep people
out and it doesn’t just come down to
customer expectations it comes down to
our expectations we live in a world
where we demand that brands understand
and cater to what we want but at the
same time we demand transparency of how
exactly that’s being done it is my job
and the job of others like me in the
digital marketing field to do just that
easy right
73% of consumers prefer to do business
with people who use
personal experiences for their shopping
experiences 49% so they purchased
something they did not initially intend
to buy due to personalization 40% said
that they purchased something more
expensive than they initially intended
to buy here’s some relatable ones 60% of
Netflix movies come from recommended for
you and 35% of Amazon sales come from
that products you might like section 34%
of that might be personally from my
account
so this shows that consumers are
receptive to personalized experiences if
they’re done correctly so marketers see
these statistics and they see a gap that
needs filled but when they begin to fill
that gap there’s pushback and why well
it got creepy and it got sloppy users
started feeling watched and unsafe and
for good reason there’s some things that
happen to all of us as consumers that
got us worried about how our data was
being used let’s talk about those data
hacks these are things like Equifax in
2017 it had one of the biggest
cybersecurity hacks of all time this
took names Social Security numbers
driver’s license numbers addresses left
a lot of people vulnerable for fraud
places like Chipotle and Target had
their credit processing system hacks and
not only did it leave people vulnerable
a lot of people had to turn off their
credit cards which is just very
inconvenient and can’t talk about data
breaches without talking about the
Facebook scandal in 2016 Cambridge
analytic on English political
consultancy was able to steal
information from 87 million Facebook
users that information was then used to
target ads to try to sway the 2016
presidential election creative empathy
creative empathy is knowing what aspects
of life and how often are okay to
personalize this is simple judge more
judgment like what I want this
personalized to me would I want a basket
from my local mortuary creepy tactics
these are things like those mobile texts
when you walk by a store or those
Facebook ads that might follow you
around the internet when you’re just
talking about it things that may be to
you seem a little more invasive than
helpful and what we’re here to talk
about today lack of transparency the AAP
recently released an article about
Google will track your precise location
even when your location settings are
turned off a google rep said our
location settings are clear location
history is a Google product that is
entirely opt-in users have the ability
to edit delete or turn off at any time
we must be sure that location history
users know that when we they turn off
these things we still use it for Google
searches and Google driving directions
well if they were clear people wouldn’t
be so mad and while their intentions are
good
there are transparency is not opt-ins
shouldn’t be confusing they should be
yes or no not somewhere in between so
all of these things made it so people
kind of thought Google was being sneaky
and that’s where you lose people luckily
all these data breaches and these creepy
tactics rose concerns and Facebook and
other companies took notice and they had
to relook at their data collection
policies and out of that we came the GDP
are the general data protection
regulation that means companies in the
EU now have to obtain consent for
anything that is buying or selling
third-party data anything for marketing
purposes or what consumers wouldn’t
reasonably expect this affects more than
just the EU because many US companies
work both here and abroad and as
marketers this forced us to relook at
our data collection and our personalized
journeys and actually get better at our
jobs because this permission based
communication opened the door for
transparency and to build trust with our
consumers and consumers should be happy
that steps are being taken in order to
help protect their data and that’s being
shown in the UK sixty-two percent are
actually opting in in the UK knowing
that these companies need these things
so that they don’t receive ads that
aren’t relevant to them so this shows us
as marketers if we’re just honest we can
open that door and maybe take this
number from 62 to 72 maybe even 82 so we
talked about the negative let’s talk
data collection helped Twitter in 2014
detect an earthquake from social
listening in 29 seconds in that the
California they listen for those key
words indicating that there’s an
earthquake in places that there aren’t
seismic readers and that gives the
ability to get them help faster
essentially helping to save lives Amazon
now we’ve talked about the fact that
thirty five percent of their cells come
from cross-selling
and it’s because they are the best of
the personalisation game their
recommendations are on point you don’t
know what to get your mother for
Mother’s Day Amazon does don’t know what
games you need for that new console
Amazon does don’t know where you want to
eat for dinner tonight Amazon does the
great daffodil appeal this is a charity
that helps the terminally ill and their
families they use geolocation and those
look-alike audiences like we talked
about earlier to target people who look
like the people that had already signed
up to donate and volunteer and put
social ads and email campaigns with
personalized maps for the nearest
collection location this doubled their
collections and – and volunteers for
that year and my favorite and 2015 three
hundred and thirty-four thousand tweets
were found by social listening
referencing all-day breakfast and
McDonald’s brought it back which is a
win for everyone I say so consumers data
isn’t something to be so scared about
marketers aren’t listening in on your
phone calls or peeking through your
camera screens we leave that to the
Russians but we all need to be aware of
just how our data is spread and when I
say we while not all of us are marketers
we are all consumers and this affects
each and every one of us so here’s a few
ways to actually protect your data my
three C’s control change and clearer
control your preferences online not only
can you click on that Facebook out and
say why are you seeing this you can say
I don’t want to see this change change
your password every few months of those
data hacks don’t have your nearest one
and clear clear your cookies and clear
cache if you don’t want that stuff
tracked
but don’t expect to find that perfect
blue dress marketers we live in a world
surrounded by data and analytics but we
have to remember that each the
statistics is a person and that person
is someone who cares about what data is
be out there about them and how it’s
being used the upfront honest and
transparent and you won’t lose your
customers it’s when you get sneaky that
you lose them and that’s my four EPS
beer fatigue false and foregoing beer
scaring consumers away with your creepy
tactics fatigue that same internet ad
following you around false having wrong
information and dad all together
Congrats on your engagement and for
going it’s not being transparent of how
it’s being used so next time that you’re
in Starbucks and maybe you see come
visit Iceland you’ll know that it’s not
Big Brother just some smart data and
maybe some marketing managers knowing
where you want a vacation before you do
together we can let data collection be a
part of the world without lines being
crossed or causing a rift between
marketers and consumers and we’re trying
in this day and age to find out where
those lines lie so let’s draw them
together and build that bridge [Applause]
talking to one of my friends about her
trip to Iceland and I said wow that
sounds incredible I would love to go
there one day later on I was mindlessly
scrolling through Facebook and came
across an ad on my feed from Groupon
says Iceland vacation with airfare so
this is not something I’ve never
researched before or even really thought
about that day until my conversation
with her so even as a digital marketer
knowing how all this happens even I can
get creeped out sometimes but with a
splash of smart data and probably the
fact that the Facebook photos I was
looking at from her vacation were tagged
in Iceland this creepy coincidence
really isn’t a coincidence at all so who
else here has been personally victimized
by an ad online
yeah something you create clicked on
once in it creeps you around the
internet for eternity appears in your
Facebook feed here are some tweets that
I pulled just by searching hashtag
creepy marketing hey marketers please
stop sending so I see you were on the
website today emails hashtag creepy
marketing creepy marketing my dad is an
assisted-living today he received a
hey target my highly detailed database
tells me I have not been proposed to why
does yours disagree Congrats
we heard you said yes Congrats you heard
wrong
so while funny these are some prime
examples of how personalized marketing
can go wrong in a sense that it’s
probably a little TMI for your local
target to know or just plain wrong like
Congrats on your engagement so research
shows that 94 percent of marketers
believe that personalization is critical
to their current and future success and
two-thirds of consumers prefer to buy
from brands to deliver relevant ads and
customize shopping experiences however
92 percent of US Internet users are
expressing concerns about their online
privacy data
so what does that mean it means that
marketers are walking a very thin line
between delivering individualize
experiences and not invading the privacy
of those users and consumers are
wondering how much information and data
is out there about me and how is it
being used in order to bridge the gap
between personalized marketing and the
privacy paradox we need to talk about
how and why data is collected and how
it’s being spread today I’m going to
talk to you about transparency I’m gonna
address both the consumers and the
marketers in this audience both of us
was something to learn because the only
way to bridge the gap to understand and
build it together so let’s talk about
how data is collected your data is
collected from a bunch of different
channels it all comes down to what you
do online though opt in for newsletters
sign-in to social media log in to web
sites location check-ins this all
information gets tracked back to your
web IP address and then your web IP
address can get linked to your cellphone
when you do things on your mobile device
like sign into Facebook like you do
online this data all gets collected and
put into a system and gets marked as you
are you are just a number I did draw
that in paint by the way so when
marketers generate lists it’s just a
list of IP addresses we don’t see names
or addresses or your faces these are
just things that are generated from the
criteria that gets pulled in the system
and linked to your IP here’s an ad that
I was personally given from an ad
criteria like this on Facebook you can
click things like why am I seeing this
ad so why am I seeing this go puff ad
which is a snack delivery service and if
anyone knows me they’re doing a very
good job at their ad targeting so this
is for people that say look like their
customers what we call look-alike
audiences in marketing not literally but
there’s probably a woman around my age
who has signed up for this service and
now I’m seeing this and I’ve been pulled
into this ad group most of my job
however is not these targeted ads it’s
actually called rule-based
personalization and/or rules
so if you click this or that online you
serve to this if you do this and not
that hide this I know that sounds
confusing so let me give a good example
you’re on your favorite online shopping
site and you’re looking for blue dresses
the you click around on a few and then
you leave the site and come back later
or you click back to the home page and
you see recommended for you and it’s for
blue dresses these are things that are
just generated in real time on the
website based on things that you’re
doing so we could continue down the path
of all the technicalities of how the
data is collected but I really want to
concentrate on how it’s used and why so
let’s talk about the why first reasons
obvious makes money as marketers we want
the cool ideas and the flashy campaigns
sure when it comes down to it the best
marketing campaigns are the ones that
show ROI and personalization does just
that
the second reason and arguably more
important reason is that we do want to
give you the better user experiences and
that means the most relevant path for
why you’re visiting this site but what
started as cool customized journeys
actually started to raise some red flags
with consumers started to creep people
out and it doesn’t just come down to
customer expectations it comes down to
our expectations we live in a world
where we demand that brands understand
and cater to what we want but at the
same time we demand transparency of how
exactly that’s being done it is my job
and the job of others like me in the
digital marketing field to do just that
easy right
73% of consumers prefer to do business
with people who use
personal experiences for their shopping
experiences 49% so they purchased
something they did not initially intend
to buy due to personalization 40% said
that they purchased something more
expensive than they initially intended
to buy here’s some relatable ones 60% of
Netflix movies come from recommended for
you and 35% of Amazon sales come from
that products you might like section 34%
of that might be personally from my
account
so this shows that consumers are
receptive to personalized experiences if
they’re done correctly so marketers see
these statistics and they see a gap that
needs filled but when they begin to fill
that gap there’s pushback and why well
it got creepy and it got sloppy users
started feeling watched and unsafe and
for good reason there’s some things that
happen to all of us as consumers that
got us worried about how our data was
being used let’s talk about those data
hacks these are things like Equifax in
2017 it had one of the biggest
cybersecurity hacks of all time this
took names Social Security numbers
driver’s license numbers addresses left
a lot of people vulnerable for fraud
places like Chipotle and Target had
their credit processing system hacks and
not only did it leave people vulnerable
a lot of people had to turn off their
credit cards which is just very
inconvenient and can’t talk about data
breaches without talking about the
Facebook scandal in 2016 Cambridge
analytic on English political
consultancy was able to steal
information from 87 million Facebook
users that information was then used to
target ads to try to sway the 2016
presidential election creative empathy
creative empathy is knowing what aspects
of life and how often are okay to
personalize this is simple judge more
judgment like what I want this
personalized to me would I want a basket
from my local mortuary creepy tactics
these are things like those mobile texts
when you walk by a store or those
Facebook ads that might follow you
around the internet when you’re just
talking about it things that may be to
you seem a little more invasive than
helpful and what we’re here to talk
about today lack of transparency the AAP
recently released an article about
Google will track your precise location
even when your location settings are
turned off a google rep said our
location settings are clear location
history is a Google product that is
entirely opt-in users have the ability
to edit delete or turn off at any time
we must be sure that location history
users know that when we they turn off
these things we still use it for Google
searches and Google driving directions
well if they were clear people wouldn’t
be so mad and while their intentions are
good
there are transparency is not opt-ins
shouldn’t be confusing they should be
yes or no not somewhere in between so
all of these things made it so people
kind of thought Google was being sneaky
and that’s where you lose people luckily
all these data breaches and these creepy
tactics rose concerns and Facebook and
other companies took notice and they had
to relook at their data collection
policies and out of that we came the GDP
are the general data protection
regulation that means companies in the
EU now have to obtain consent for
anything that is buying or selling
third-party data anything for marketing
purposes or what consumers wouldn’t
reasonably expect this affects more than
just the EU because many US companies
work both here and abroad and as
marketers this forced us to relook at
our data collection and our personalized
journeys and actually get better at our
jobs because this permission based
communication opened the door for
transparency and to build trust with our
consumers and consumers should be happy
that steps are being taken in order to
help protect their data and that’s being
shown in the UK sixty-two percent are
actually opting in in the UK knowing
that these companies need these things
so that they don’t receive ads that
aren’t relevant to them so this shows us
as marketers if we’re just honest we can
open that door and maybe take this
number from 62 to 72 maybe even 82 so we
talked about the negative let’s talk
data collection helped Twitter in 2014
detect an earthquake from social
listening in 29 seconds in that the
California they listen for those key
words indicating that there’s an
earthquake in places that there aren’t
seismic readers and that gives the
ability to get them help faster
essentially helping to save lives Amazon
now we’ve talked about the fact that
thirty five percent of their cells come
from cross-selling
and it’s because they are the best of
the personalisation game their
recommendations are on point you don’t
know what to get your mother for
Mother’s Day Amazon does don’t know what
games you need for that new console
Amazon does don’t know where you want to
eat for dinner tonight Amazon does the
great daffodil appeal this is a charity
that helps the terminally ill and their
families they use geolocation and those
look-alike audiences like we talked
about earlier to target people who look
like the people that had already signed
up to donate and volunteer and put
social ads and email campaigns with
personalized maps for the nearest
collection location this doubled their
collections and – and volunteers for
that year and my favorite and 2015 three
hundred and thirty-four thousand tweets
were found by social listening
referencing all-day breakfast and
McDonald’s brought it back which is a
win for everyone I say so consumers data
isn’t something to be so scared about
marketers aren’t listening in on your
phone calls or peeking through your
camera screens we leave that to the
Russians but we all need to be aware of
just how our data is spread and when I
say we while not all of us are marketers
we are all consumers and this affects
each and every one of us so here’s a few
ways to actually protect your data my
three C’s control change and clearer
control your preferences online not only
can you click on that Facebook out and
say why are you seeing this you can say
I don’t want to see this change change
your password every few months of those
data hacks don’t have your nearest one
and clear clear your cookies and clear
cache if you don’t want that stuff
tracked
but don’t expect to find that perfect
blue dress marketers we live in a world
surrounded by data and analytics but we
have to remember that each the
statistics is a person and that person
is someone who cares about what data is
be out there about them and how it’s
being used the upfront honest and
transparent and you won’t lose your
customers it’s when you get sneaky that
you lose them and that’s my four EPS
beer fatigue false and foregoing beer
scaring consumers away with your creepy
tactics fatigue that same internet ad
following you around false having wrong
information and dad all together
Congrats on your engagement and for
going it’s not being transparent of how
it’s being used so next time that you’re
in Starbucks and maybe you see come
visit Iceland you’ll know that it’s not
Big Brother just some smart data and
maybe some marketing managers knowing
where you want a vacation before you do
together we can let data collection be a
part of the world without lines being
crossed or causing a rift between
marketers and consumers and we’re trying
in this day and age to find out where
those lines lie so let’s draw them
together and build that bridge [Applause]
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