tag:www.econsultancy.com,2008:/topics/privacy-data-protection Latest Privacy & data protection content from Econsultancy 2018-02-23T12:00:00+00:00 tag:www.econsultancy.com,2008:BlogPost/69821 2018-02-23T12:00:00+00:00 2018-02-23T12:00:00+00:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <p>On we go…</p> <h3>Over a third of Brits will exercise right to be forgotten</h3> <p>Ahead of GDPR regulations coming into force on May 25th, the7stars <a href="https://mediatel.co.uk/newsline/2018/02/20/gdpr-34-of-brits-will-exercise-the-right-to-be-forgotten/" target="_blank">has revealed</a> that 34% of Brits plan to exercise their right to be forgotten. This news comes from a survey of 1,000 Brits undertaken earlier this month.</p> <p>It also revealed that just 19% of companies (or one in five) feel confident that their personal data is used in the best possible way, with GDPR prompting a further 58% to question how much data businesses hold on them. There also appears to be a lack of knowledge about the changes being ushered in by the regulation, with just 27% of respondents agreeing that they have an understanding of what GDPR is and how it affects them.</p> <p>Finally, despite general concerns, the study still found a sense of positivity about GDPR. 58% of respondents think the regulation is a positive step towards protecting their data and privacy. Similarly, 32% of customers say they will trust brands more with their data as a result.</p> <p><strong>For lots more on this topic, check out our <a href="https://econsultancy.com/hello/gdpr-for-marketers/" target="_blank">GDPR hub</a></strong></p> <h3>Strong subscriber engagement results in less delivered spam</h3> <p>Return Path’s <a href="https://returnpath.com/downloads/2018-hidden-metrics-email-deliverability/?sfdc=701370000006SvK" target="_blank">latest research</a> has revealed that email senders with strong subscriber engagement tend to see less email delivered to spam folders. The report contains analysis of more than 5.5 billion commercial emails sent in 2017.</p> <p>It states that, for the second consecutive year, overall spam placement increased, rising from 12.5% in 2016 to 13.5% in 2017. However, this increase is offset by the fact that consumers are now more likely to rescue wanted mail from the spam folder.</p> <p>Elsewhere, the amount of email delivered to the spam folder varied by industry, from just 3.5% for distribution and manufacturing to 23.7% for education, non-profit, and government senders.</p> <p>Subscribers also read email at a slightly lower rate than last year, but mail that is deleted before reading was also slightly less common than a year ago, falling to 11.9% in 2017 from 12.5% in 2016.</p> <p><img src="https://assets.econsultancy.com/images/0009/2430/return_path.JPG" alt="" width="780" height="511"></p> <p><strong>More on email marketing:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69813-the-six-challenges-every-email-marketer-must-face" target="_blank">The six challenges every email marketer must face</a></li> <li><a href="https://econsultancy.com/blog/69688-email-trends-in-2018-what-do-the-experts-predict" target="_blank">Email trends in 2018: What do the experts predict?</a></li> <li><a href="https://www.econsultancy.com/blog/69733-how-consumer-tech-habits-could-be-impacting-email-success" target="_blank">How consumer tech habits could be impacting email success</a></li> </ul> <h3>Out of home investment leads to success</h3> <p>According to Warc’s latest edition of its <a href="https://content.warc.com/read-warc-data-global-ad-trends-report-excerpt-february-2018" target="_blank">Global Ad Trends report,</a> which comes from data across 96 countries and findings from 12 key ad markets, investment in out of home marketing is paying off for brands.</p> <p>It suggests that successful brands allocate 13% of their media budgets to out of home advertising. Meanwhile, the cost per thousand 'impressions' (CPM) for billboards is typically below the all media average, which is why brands with low to medium budget also tend to allocate the highest proportions towards out of home.</p> <p>The report also states that the biggest OOH spenders are government and non-profit campaigns, committing an average of 26% of total budgeted spend. Meanwhile, alcoholic drinks brands committed 6% of budget and retail brands committed 14%.</p> <p><strong>More on OOH:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69100-six-clever-examples-of-what-dynamic-outdoor-advertising-can-do" target="_blank">Six clever examples of what dynamic outdoor advertising can do</a></li> <li><a href="https://www.econsultancy.com/blog/69491-why-digital-out-of-home-advertising-is-not-really-digital-yet" target="_blank">Why digital out-of-home advertising is not really digital (yet)</a></li> </ul> <h3>Retailers with shopping apps see 50% of online sales take place on mobile</h3> <p>Criteo’s <a href="https://criteo-2421.docs.contently.com/v/global-commerce-review-q4-2017-united-kingdom-en" target="_blank">Q4 Global Commerce Report</a> suggests that mobile apps are continuing to drive purchases, as it reveals that retailers who operate a shopping app see 50% of online sales take place on mobile. The report is made up of purchasing data from over 5,000 retailers in 80 countries.</p> <p>It seems that the UK is way ahead of the rest of Europe for mobile shopping. Even when apps are excluded, mobile devices are said to account for 53% of online transactions in the UK, compared to 40% in Europe overall.</p> <p>Apps are key, however, as European retailers who operate a shopping app see 54% of sales take place in-app as opposed to on mobile web, while globally, omnichannel customers are generating seven times more value per shopper than offline-only customers.</p> <p>In the UK, fashion, luxury, health and beauty have seen the most dramatic rise in UK mobile sales, generating 56% year-on-year. </p> <p><img src="https://assets.econsultancy.com/images/0009/2432/Criteo.JPG" alt="" width="706" height="412"></p> <p><strong>More on retail apps:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69589-are-retail-brands-ditching-mobile-apps-a-look-at-some-stats-case-studies" target="_blank">Are retail brands ditching mobile apps? A look at some stats &amp; case studies</a></li> <li><a href="https://www.econsultancy.com/blog/69455-five-new-and-innovative-examples-of-augmented-reality-in-retail-apps" target="_blank">Five new and innovative examples of augmented reality in retail apps</a></li> </ul> <h3>‘Creepy’ personalisation leads consumers to look elsewhere</h3> <p>InMoment’s <a href="https://get.inmoment.com/2018-cx-trends-report/?utm_source=press%20release&amp;utm_campaign=CXTrends2018" target="_blank">2018 CX Trends Report</a> suggests that brands run the risk of losing customers from ‘creepy’ forms of personalisation. From a survey of 1,000 brands and 2,000 consumers in the US, 75% of respondents said they find most forms of personalisation at least somewhat creepy, while 22% said they would look for an alternative brand after a creepy experience.</p> <p>The report also suggests that the biggest offenders when it comes to creepy marketing tactics are banks – 56% of millennials report having an experience that felt creepy. Meanwhile, 52% said the same about healthcare companies, and 51% said it about technology brands.</p> <p>Lastly, it seems even brands themselves are aware of the dangers – 40% of the brands surveyed admit that their marketing can come across as <em>too</em> personal.  </p> <p><img src="https://assets.econsultancy.com/images/0009/2433/creepy.JPG" alt="" width="652" height="340"></p> <p><strong>More on personalisation &amp; CX:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69360-how-to-build-a-personalisation-strategy-for-your-content-website" target="_blank">How to build a personalisation strategy for your content website</a></li> <li><a href="https://www.econsultancy.com/blog/69269-17-stats-that-show-why-cx-is-so-important" target="_blank">17 stats that show why CX is so important</a></li> <li><a href="https://econsultancy.com/blog/69576-river-island-s-head-of-customer-experience-on-the-brand-s-cx-strategy" target="_blank">River Island's head of customer experience on the brand's CX strategy</a></li> </ul> <h3>Replying to online reviews can boost overall ratings</h3> <p>A <a href="https://hbr.org/2018/02/study-replying-to-customer-reviews-results-in-better-ratings" target="_blank">new study</a> highlighted in Harvard Business Review suggests that replying to online reviews can boost overall ratings. </p> <p>From the analysis of tens of thousands of hotel reviews and responses on TripAdvisor, it found that hotels who respond receive 12% more reviews, while their ratings increase by an average of 0.12 stars. This might sound like a miniscule increase, however, as TripAdvisor rounds average ratings to the nearest half, even small changes can impact overall scores. </p> <p>The study also found that, if hotels typically reply to comments, users are less likely to leave short and negative reviews (to avoid awkward interactions with hotel management).</p> <p><strong>More on online reviews:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69220-who-should-own-customer-reviews-in-your-organisation" target="_blank">Who should own customer reviews in your organisation?</a></li> <li><a href="https://econsultancy.com/blog/69227-how-to-attract-lots-of-quality-online-reviews-to-your-ecommerce-store" target="_blank">How to attract lots of quality online reviews to your ecommerce store</a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69815 2018-02-21T12:44:00+00:00 2018-02-21T12:44:00+00:00 How the GDPR will affect lead generation: Talking points for marketers Ben Davis <h3>Marketers need separate consent for marketing and data sharing</h3> <p>Personal data must be collected for 'specified, explicit and legitimate purposes' according to the GDPR.</p> <p>Part of being specific is ensuring that, where you are asking for consent as legal basis for processing, the purposes for processing are not confused and muddled together into one all encompassing checkbox.</p> <p>Such a user experience would mean the data subject cannot seek separate consent for each purpose, and therefore would suffer a lack of freedom. This is why GDPR guidance recommends 'granularity'.</p> <p>How does this relate to lead generation? Well, the Article 29 Data Protection Working Party (WP29) – which is essentially a body with a data protection representative from each EU state – offers the following example in <a href="http://ec.europa.eu/newsroom/just/document.cfm?doc_id=48849">its guidance on consent</a>.</p> <blockquote> <p>Within the same consent request a retailer asks its customers for consent to use their data to send them marketing by email and also to share their details with other companies within their group. This consent is not granular as there is no separate consents for these two separate purposes therefore the consent will not be valid.</p> </blockquote> <p>So, marketers, make sure that if you're relying on consent as a legal basis for data processing you offer different checkboxes for different purposes.</p> <h3>Is the data collection necessary?</h3> <p>Here's another example from WP29's guidance on consent:</p> <blockquote> <p>A mobile app for photo editing asks its users to have their GPS localisation activated for the use of its services. The app also tells its users it will use the collected data for behavioural advertising purposes. Neither geolocalisation or online behavioural advertising are necessary for the provision of the photo editing service and go beyond the delivery of the core service provided. Since users cannot use the app without consenting to these purposes, the consent cannot be considered as being freely given.</p> </blockquote> <p>It's clear that if you are asking for personal data that is not deemed necessary, whether in your lead generation activities or as part of a service, then consent is not the right option if subjects have no choice.</p> <p>But hang on a minute, what does that mean when marketers insist their audience fill in a form in order to download a whitepaper, for example? Would some of the data arguably be unnecessary – other than perhaps an email address to deliver the report?</p> <p>Is consent freely given? Well...</p> <h3>Incentivising consent for marketing is okay</h3> <p>The key here is to understand where the <a href="https://ico.org.uk/for-organisations/guide-to-pecr/what-are-pecr/">PECR</a> and the GDPR overlap.</p> <p>Though the GDPR is clear that consent is not freely given if the subject is unable to refuse without detriment, there is <a href="https://ico.org.uk/media/about-the-ico/consultations/2013551/draft-gdpr-consent-guidance-for-consultation-201703.pdf">guidance from the ICO</a> which clears up this matter somewhat.</p> <p>The guidance says:</p> <blockquote> <p>It may still be possible to incentivise consent to some extent. There will usually be some benefit to consenting to processing. For example, if joining the retailer’s loyalty scheme comes with access to money-off vouchers, there is clearly some incentive to <strong>consent to marketing</strong>. The fact that this benefit is unavailable to those who don’t sign up does not amount to a detriment for refusal. However, you must be careful not to cross the line and unfairly penalise those who refuse consent.</p> </blockquote> <p>So, if you're asking the subject to fill in a form in order to download a whitepaper, asking for <em>consent to electronic marketing</em> (as precondition to download) would seem to be okay as this relates to the PECR. Note that if you are targeting businesses, i.e. business email addresses, you may not need to use the consent checkbox approach – many organisations simply detail that email marketing will be sent, and then link to a privacy policy which says the subject has the right to object at any point. It should also be noted that the PECR doesn't rule out implied consent.</p> <p>But what about the legal basis for data processing, such as the storage of this personal information, as dictated by the GDPR? What legal basis should marketers use here?</p> <h3>Relying on legitimate interests then?</h3> <p>Here's what the ICO guidance on consent has to say:</p> <blockquote> <p>In some limited circumstances you might be able to overturn this presumption and argue that consent might be valid even though it is a precondition and the processing is not strictly necessary, but this would be unusual...you would always be taking a risk that the consent would be considered invalid as not ‘freely given’. In general, it would be better to rely on ‘<strong>legitimate interests</strong>’ as your lawful basis in such cases, combined with a clear and transparent privacy notice.</p> </blockquote> <p>So, on your lead generation forms you may seek the data subject's consent to electronic marketing (or implied consent for businesses), but the legal basis for other data processing (e.g. the storage of data, the analysis of it, perhaps direct mail) could be legitimate interests. N.B. There are no plans by the WP29 to release guidance on legitimate interests (further than that released in 2014), but there is <a href="https://www.econsultancy.com/blog/69303-gdpr-for-marketers-five-examples-of-legitimate-interests">plenty of discussion afoot</a>.</p> <p>Of course, other legal bases may also be relevant. For example, if you are entering into a contract with the data subject, the contract basis may be most appropriate.</p> <h3>Note that double opt-in is not specified in the GDPR</h3> <p>Though there are many people who recommend double opt-in (i.e. sending a confirmation email that must be clicked) as the best way to confirm consent to electronic marketing, the GDPR does not specify double opt-in as necessary.</p> <p>Of course, that doesn't mean that double opt-in isn't a good way to keep your database clean.</p> <h3>Marketers have to be clear about how they intend to use personal data</h3> <p>Reading all the guidance available, the overarching principles of the GDPR come across loud and clear – marketers need to strive for transparency, collecting data for specific, explicit and legitimate purposes.</p> <p>As long as marketers are clear with data subjects in their privacy notices, and understand the interplay of the PECR and GDPR, they should be fine.</p> <p>As the WP 29 puts it, "a purpose that is vague or general, such as for instance 'improving users' experience', '<strong>marketing purposes</strong>', 'IT-security purposes' or 'future research' will - without more detail - usually not meet the criteria of being ‘specific’.”</p> <p>Lead generation doesn't give marketers the right to keep data in perpetuity and use it wherever they see fit. Get planning your lead generation campaigns early, otherwise you may come unstuck. </p> <p><em><strong>Note that this article represents the views of the author solely, and is not intended to constitute legal advice.</strong></em></p> <p><em>Econsultancy offers <a href="https://econsultancy.com/training/courses/general-data-protection-regulation-gdpr-online">online</a> and <a href="https://econsultancy.com/training/courses/gdpr-data-driven-marketing/">face-to-face</a> training in GDPR for marketers.</em></p> tag:www.econsultancy.com,2008:BlogPost/69793 2018-02-13T09:40:00+00:00 2018-02-13T09:40:00+00:00 Econsultancy to host free GDPR webinar Ben Davis <p>This is one of the questions Econsultancy is hoping to answer with our GDPR survey report, findings from which will be discussed in our upcoming <a href="http://www.workcast.com/register?cpak=2252640036353785&amp;referrer=Econblog">free webinar on February 28th</a>.</p> <p>Our webinar hosts are Econsultancy Research Manager Donna-Marie Bohan, who will give us the lowdown on our survey results, and RedEye Compliance Director Tim Roe, a GDPR expert ready to give his verdict on what the legislation means for marketing.</p> <p>So, if you want a concise overview of the GDPR and insight into the challenges and opportunities it presents for marketers, you can <a href="http://www.workcast.com/register?cpak=2252640036353785&amp;referrer=Econblog">sign up here for free</a>.</p> <p>In the meantime, Econsultancy has a whole host of resources you can take a look at, including <a href="https://econsultancy.com/hello/gdpr-for-marketers/">blog posts</a>, an <a href="https://econsultancy.com/training/courses/general-data-protection-regulation-gdpr-online">essentials e-learning course</a> (next intake begins 27th February) and a <a href="https://www.econsultancy.com/training/courses/gdpr-data-driven-marketing">face-to-face training course</a>.</p> <p><a href="http://www.workcast.com/register?cpak=2252640036353785&amp;referrer=Econblog"><img src="https://assets.econsultancy.com/images/0009/2260/GDPR_for_social_copy.jpg" alt="gdpr webinar" width="615" height="307"></a></p> tag:www.econsultancy.com,2008:BlogPost/69790 2018-02-09T12:45:00+00:00 2018-02-09T12:45:00+00:00 The best digital marketing stats we've seen this week Nikki Gilliland <h3>Consumers open to automatic buying via digital assistants</h3> <p style="font-weight: 400;">Econsultancy’s <a href="https://econsultancy.com/reports/the-next-revolution-of-search/" target="_blank">Next Revolution of Search</a> report has revealed that consumers are more open and willing to experiment with intelligent digital assistants, making this the next logical extension of search. </p> <p style="font-weight: 400;">80% of survey respondents said that it would be “incredibly useful” if a personal digital assistant could help find the options right for them. Meanwhile, the report highlights the potential benefits of automatic buying using digital assistants, meaning purchases or transactions that have little or no input from consumers. </p> <p style="font-weight: 400;">75% said that this kind of service would be useful to them, and 67% said they would be likely to have products delivered automatically if there was no unexpected change or variation in price. Even among those who are sceptical of such a service, 90% admit that it would make their lives better to have products they use regularly delivered automatically.</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/2178/Stats.JPG" alt="" width="780" height="510"></p> <p style="font-weight: 400;"><em><strong>Subscribers can download the <a href="https://econsultancy.com/reports/the-next-revolution-of-search/" target="_blank">report in full here</a>. </strong></em></p> <h3>Tide sees the most Super Bowl conversation</h3> <p style="font-weight: 400;">According to Talkwalker, there were 5.3 million mentions of the Super Bowl across Facebook, Twitter, and Instagram last Sunday. Online conversation peaked at the halftime show, with one million mentions of Justin Timberlake, and 117,200 mentions of his tribute to Minneapolis hero, Prince. Despite not making a surprise appearance, there were still 43,800 mentions of his previous halftime show co-performer, Janet Jackson.</p> <p style="font-weight: 400;">When it comes to brand ads, Tide generated the most conversation with its ad featuring David Harbour from Stranger Things. There were 163,800 mentions of Tide during the event. </p> <p style="font-weight: 400;">Another advertising highlight was the Mountain Dew and Doritos joint ad featuring a rap battle between Morgan Freeman, Peter Dinklage, and Missy Elliot. The ad was mentioned 115,100 times overall.</p> <p style="font-weight: 400;"><iframe src="https://www.youtube.com/embed/doP7xKdGOKs?wmode=transparent" width="640" height="360"></iframe></p> <h3>Customers fed up within five minutes</h3> <p style="font-weight: 400;">It only takes five minutes for US consumers to feel fed up with a customer service experience – that’s according to a new report by Point Source (based on a survey of 1,008 US consumers). It found that 34% of customers on hold with a retail customer service agent want to switch to a chatbot after five minutes. However, 59% of consumers will also grow frustrated if a chatbot doesn’t provide them a resolution within the save time frame.</p> <p style="font-weight: 400;">Data privacy is still pressing issue for people too, with 41% citing this as a cause for concern when using a chatbot. 44% say accuracy of information provided, while frustrations over chatbots not understanding intent or language remains the biggest – 51% cite this concern.</p> <p style="font-weight: 400;">When asked about why customers might want a chatbot’s help, the majority of respondents said they are open to interactions throughout the majority of the customer journey, such as when researching online and tracking and order. However, there still appears to be resistance post-purchase, with 80% of retail customers not being comfortable with chatbot assistance when resolving problems with an order, and 71% saying the same for the in-store experience.</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/2177/PointSource.JPG" alt="" width="395" height="618"></p> <p style="font-weight: 400;"><strong>More on chatbots:</strong></p> <ul style="font-weight: 400;"> <li><a href="https://econsultancy.com/blog/69716-why-fashion-and-beauty-brands-are-still-betting-on-chatbots" target="_blank">Why fashion and beauty brands are still betting on chatbots</a></li> <li><a href="https://econsultancy.com/blog/68732-what-makes-a-good-chatbot-ux/" target="_blank">What makes a good chatbot UX?</a></li> </ul> <h3>Mobile commerce on the rise in Asia</h3> <p style="font-weight: 400;">According to a <a href="https://www.warc.com/content/article/event-reports/five_asian_retail_trends_for_2018/120035" target="_blank">report by Warc</a>, the popularity of shopping on smartphones is also on the rise in Asia. 71% of Asian consumers are said to use their smartphones to help them shop, compared to 59% of all global shoppers.</p> <p style="font-weight: 400;">There are also two markets in particular where smartphone usage is booming. 76% of shoppers in Indonesia are using their smartphones, and 90% of shoppers in China are doing the same. </p> <p style="font-weight: 400;">While the in-store experience is also a big focus in these markets, mobile commerce is also becoming an increasingly natural and instinctual experience, as shoppers forgo desktop entirely and go straight to smartphones.</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/2176/smartphone_shop.jpg" alt="" width="700" height="466"></p> <h3>Ad engagement 29% higher on premium sites than social</h3> <p>Social media is typically associated with high levels of attention, however, when it comes to ads, studies suggest that it could be failing to properly engage users. This is the basis of <a href="http://www.newsworks.org.uk/%2FMedia-Centre/engagement-is-29-higher-on-premium-sites-than-on-social-media" target="_blank">recent research </a> by Newsworks and the Association for Online Publishing (AOP), which aimed to find out why the context of quality editorial generates greater engagement than social. </p> <p>The research measured participants’ brain responses to identical ads in different contexts, analysing a number of areas of the brain in order to identify key research metrics. </p> <p>It found that ads seen on a premium publisher site are viewed for 17% longer, create 29% higher engagement (due to personal relevance) and generate greater levels of left brain and right brain memory encoding than ads on Facebook and YouTube. Memory encoding is key because it correlates with decision-making and purchase intent. </p> <p>Lastly, ads seen within a premium context also provoke stronger, more positive emotional responses.</p> <p><img src="https://assets.econsultancy.com/images/0009/2174/Newsworks_and_AOP_press_release_spider_graph.jpg" alt="" width="780" height="438"></p> <p><strong>More on ads:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69708-five-trends-for-online-advertising-strategy-in-2018" target="_blank">Five trends for online advertising strategy in 2018</a></li> <li><a href="https://econsultancy.com/blog/67704-four-useful-tips-for-making-online-ads-relevant-personal/" target="_blank">Four useful tips for making online ads relevant &amp; personal</a></li> </ul> <h3>Generation Z consume 10 hours of digital content a day</h3> <p>Adobe has revealed that Britain is a nation addicted to digital content, as millennials spend 8.5 hours a day consuming digital content, while Generation Z spend a staggering 10.6 hours a day doing the same.</p> <p>This news comes from a survey of over 1,000 UK consumers on their daily digital habits. The results also show that, despite increased consumption, users are also becoming increasingly sceptical about fake news content. </p> <p>77% of those surveyed said that they are more careful about the content they engage with than they were five years ago. As a result, consumers respond strongly to branded content if it provides an authentic, well designed, and relevant experiences. 46% of consumers say that this would inspire them to make a purchase.</p> <h3>UK shoppers turn to smartphones for groceries</h3> <p>Shoppercentric’s <a href="http://shoppercentric.co.uk/news/" target="_blank">Stock Take Index</a>, which comes from a survey of over 1,000 Brits, has found a substantial increase in smartphone usage for grocery shopping. </p> <p>While computers and laptops are the most used touchpoint – up 6% on 2017 to 63% of shoppers - smartphones saw a bigger increase of 18% to reach 45%. Tablets secured the third place spot with 29% of shoppers using the device.</p> <p>Elsewhere, the report also highlights an increased use of discount stores – up 13% on 2017 to 57% of UK shoppers.</p> <p><img src="https://assets.econsultancy.com/images/0009/2175/shoppercentric.JPG" alt="" width="780" height="423"></p> tag:www.econsultancy.com,2008:BlogPost/69765 2018-02-07T09:30:00+00:00 2018-02-07T09:30:00+00:00 Ask the experts: Blockchain and its use in marketing Ben Davis <p>Feel free to click on one of the questions below to jump to the content you want, or scroll through and digest the whole lot. </p> <ol> <li><a href="#For%20newbies,%20do%20you%20have%20a%20particularly%20succinct%20way%20of%20explaining%20blockchain?">For newbies, do you have a particularly succinct way of explaining blockchain?</a></li> <li><a href="#How%20is%20blockchain%20used%20in%20your%20solution(s)?">How is blockchain used in your solution(s)?</a></li> <li><a href="#Can%20you%20see%20blockchain%20being%20used%20eventually%20to%20verify%20consumer%20ID?%20What%20are%20the%20barriers%20to%20this%20kind%20of%20solution?">Can you see blockchain being used eventually to verify consumer ID? What are the barriers to this kind of solution?</a></li> <li><a href="#What%20other%20uses%20excite%20you%20as%20an%20observer,%20in%20martech%20and%20the%20wider%20world?">What other uses excite you as an observer, in martech and the wider world?</a></li> <li><a href="#How%20can%20blockchain%20tech%20be%20proprietary?">How can blockchain tech be proprietary? </a></li> <li><a href="#What%20advice%20would%20you%20give%20companies%20considering%20creating%20a%20blockchain%20solution?">What advice would you give companies considering creating a blockchain solution?</a></li> </ol> <h3>1. <a name="For%20newbies,%20do%20you%20have%20a%20particularly%20succinct%20way%20of%20explaining%20blockchain?"></a>For newbies, do you have a particularly succinct way of explaining blockchain?</h3> <p><strong>Adam Hopkinson, COO and co-founder, <a href="http://tmg-plc.com/agencies/truth/">Truth Media Agency</a>:</strong></p> <p>A record of consensus between parties that can never be altered. </p> <p><strong>Miro Walker, CEO, <a href="http://www.cognifide.com/">Cognifide</a>:</strong></p> <p>From a mechanical perspective, it is a ledger or a database with a difference; a way of recording information that cannot be changed. Every record is immutable, hence all the history is available all the time. </p> <p>From a real world point of view, imagine a world, where you can trade anything with anybody without the need to trust a certain middleman. It introduces and makes possible the idea of self governance where technology provides an irrefutable vehicle of trust between two parties.</p> <p><strong>Barbara Soltysinska, CEO, <a href="https://indahash.com/">indaHash</a>:</strong></p> <p>The best option to explain blockchain and crypto is via simple videos. <a href="https://www.youtube.com/watch?v=5BGCKkgW8CU">Here's an example from Deloitte</a>.</p> <h3>2. <a name="How%20is%20blockchain%20used%20in%20your%20solution(s)?"></a>How is blockchain used in your solution(s)?</h3> <p><strong>Miro Walker, Cognifide:</strong></p> <p>Cognifide currently doesn’t use blockchain in our solutions but we have many clients who are working on proof of concepts. ...these first applications tend to be more related to processes such as supply chain and data storage. </p> <p><strong>Barbara Soltysinska, indaHash:</strong></p> <p>Our goal at indaHash is to create innovative solutions according to market demand. We believe in a decentralized vision of the influencer space where brands and influencers can cooperate in a transparent and secure way. [We have] decided to move to a blockchain based approach to achieve this goal.</p> <p>We want to develop our platform and give influencers and brands the possibility to run campaigns via smart contracts and use indaHash tokens as a remuneration and reward solution. Imagine an influencer who wants to run a campaign and creates an auction via a smart contract (using the indaHash app) and brands can bid for that influencer's post (or vice versa)</p> <p>Imagine performance campaigns for influencers based on referral programs where influencers see rankings of other influencers engaged in a fully transparent way. But to do all that influencers and brands need a user-friendly interface and technology created solely for their needs. This is our vision of indaHash as a solution provider, creating unique and useful technology for both parties.</p> <p><strong>Adam Hopkinson, Truth:</strong></p> <p>See above! Too many points are open to misinterpretation and/or mistrust in the digital media ecosystem. Blockchain is used to minimise this by demonstrating consent and transparency.</p> <p>(As Truth's website puts it "We operate under a single fully disclosed fee and your advertising spend will reach their intended destinations fully intact. No unwelcome surprises. No black boxes. No grey areas". Ed.)</p> <h3>3. <a name="Can%20you%20see%20blockchain%20being%20used%20eventually%20to%20verify%20consumer%20ID?%20What%20are%20the%20barriers%20to%20this%20kind%20of%20solution?"></a>Can you see blockchain being used eventually to verify consumer ID? What are the barriers to this kind of solution?</h3> <p><strong>Miro Walker, Cognifide:</strong></p> <p>Today, consumer identity is verified by checking with a trusted third party, whether that’s a bank, a driver's license issuing office or with Google/Facebook. That’s because we trust those third parties to ensure that the data is secure and cannot be changed.</p> <p>Blockchain opens the door to ensuring your identity data cannot be changed, without recourse to third parties at all. Any attempt to modify your (encrypted) data would be obvious to everyone, as everyone can see the blockchain and its history of transactions.</p> <p>Estonia already provides a central ID used by citizens to control access to data held by health care providers, government agencies and the like. Originally this was held centrally by the government until a 2007 cyber attack took access to the central database offline. Since then, Estonia has moved to using blockchain to ensure the database is widely distributed and near impossible to take offline, while still being securely encrypted.</p> <p>Blockchain could be applied to a multitude of businesses to resolve existing challenges and to catalyse and democratise trade and data storage and processing. Think identity management, banking, real estate, vehicle leasing, medical records etc.</p> <p>Blockchain will enable a new generation of digitisation, a paradigm shift where people are self governing their identities. It is entirely possible that soon our passports and driving licences could be held on blockchain, available in a secure yet public ledger of records. Individuals will determine how much of their personal information is made public and how much remains private.</p> <p>A good analogy would be your home address. This is public information, anyone can access the address of a particular building but that does not mean that they can gain access to your house and look around inside. This is only possible if you consent to that access. Blockchain will enable the concept of public key vs. private key so it will be easier for people to self-manage their identities without centralised systems.</p> <p>Key barriers currently, as with any new technology, are lack of general understanding, scalability issues and, to a certain extent, the uncertainty and fear when it comes to everything public. I’m sure that we will see earlier implementations that will be based on private blockchain networks before the concept of an entirely public blockchain materialises.</p> <p>In some ways this mirrors the initial fear of big corporations to deploy their applications on the cloud rather than on their own on-premise servers. Again, the biggest barrier is lack of knowledge and the need to demystify this technology for the masses.</p> <p><strong>Barbara Soltysinska, indaHash:</strong></p> <p>Yes it’s possible and there are many projects like that waiting for mass adoption, such as Civic. However,  people need time to understand the benefits of blockchain and implement them via good and easy tech solutions and to be  comfortable with the process.</p> <p><strong>Adam Hopkinson, Truth:</strong></p> <p>Yes we can.  Having your identity stored on a blockchain and giving out a key for access to only those people you want to have access to your data will be revolutionary. </p> <h3>4. <a name="What%20other%20uses%20excite%20you%20as%20an%20observer,%20in%20martech%20and%20the%20wider%20world?"></a>What other uses excite you as an observer, in martech and the wider world?</h3> <p><strong>Adam Hopkinson, Truth:</strong></p> <p>We are only focussing on our application in martech, but in the wider world, the use of blockchain in Aid distribution, in bringing financial services to those without bank accounts, to speeding up land transactions, and protecting copyright are all pretty interesting.</p> <p><strong>Barbara Soltysinska, indaHash:</strong></p> <p>We believe that issues around trust (and the lack thereof) in intermediaries is something that will change in a blockchain-based world. We believe that the advertising and marketing world will observe a huge change in terms of transparency. In future, advertising can be handled in a decentralised way - distanced from large platforms. Rates will always be visible as well as the cost of items. Business models that lack transparency are already outdated.</p> <h3>5. <a name="How%20can%20blockchain%20tech%20be%20proprietary?"></a>How can blockchain tech be proprietary?</h3> <p><strong>Miro Walker, Cognifide:</strong></p> <p>Currently it’s good to see some early adopters implementing their own private blockchains. JP Morgan have invested heavily in blockchain proof of concepts and have come up with an open source framework called <a href="https://www.jpmorgan.com/global/Quorum">Quorum</a> that enables enterprise use within a permissioned group. Companies can download this and start using it today.</p> <p>In Martech this technology will initially be used to power the backend of digital marketing systems and will probably not be at the visible end of a digital landscape for the consumer. Typical applications would be within account management, to record transactions or to log key events. </p> <p>However, as the data landscape changes - particularly with the advent of GDPR this May - it’s not too big a leap to see a future in which individual consumers manage their own personal data accesses. For instance, they might allow brands and companies who have earned their trust and who offer a relevant and meaningful value exchange greater access to personal information. This kind of self-governance could mark a tide change in the management of data and put the power firmly back in the hands of the consumer.</p> <p><strong>Adam Hopkinson, Truth:</strong></p> <p>The blockchain isn't proprietary, but the applications built upon it are. Think the internet and Amazon.com</p> <h3>6. <a name="What%20advice%20would%20you%20give%20companies%20considering%20creating%20a%20blockchain%20solution?"></a>What advice would you give companies considering creating a blockchain solution?</h3> <p><strong>Miro Walker, Cognifide:</strong></p> <ol> <li>Educate yourself.</li> <li>Don’t think that blockchain is just about cryptocurrencies. It’s not! </li> <li>Consider what value you can get out of blockchain. Not everything is suitable for blockchain. For instance, it is not currently very scalable or well equipped to cope with high throughput performance systems. (However, the technology is improving and quantum computing may solve these problems).</li> <li>Look at solutions which allow you to run a hybrid solution of blockchain and an off-blockchain platform in an integrated manner.</li> </ol> <p>The blockchain is here and this paradigm shift is real and here to stay. So equip yourself with the knowledge and tools while the technology is going through a stabilising phase and be ready to run with it when the time is right.</p> <p><strong>Adam Hopkinson, Truth:</strong></p> <p>Ask yourself can the business operate without a blockchain and ask yourself to thoroughly investigate why blockchain makes the business work better. If you can show why, you're in business.</p> <p><em><strong>Further reading:</strong></em></p> <ul> <li><a href="https://econsultancy.com/reports/opportunities-and-challenges-for-marketers-in-2018">Opportunities and Challenges for Marketers in 2018 (subscriber only)</a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69553 2018-02-01T13:39:40+00:00 2018-02-01T13:39:40+00:00 The GDPR and data portability: What marketers need to know Ben Davis <p>Well, here's Article 20 of the GDPR, concerning the right to data portability. The first two paragraphs are as follows:</p> <p><em>1) The data subject shall have the right to receive the personal data concerning him or her, which he or she has provided to a controller, in a structured, commonly used and machine-readable format and have the right to transmit those data to another controller without hindrance from the controller to which the personal data have been provided, where:</em></p> <ul> <li><em>the processing is based on <strong>consent</strong> pursuant to point (a) of Article 6(1) or point (a) of Article 9(2) or on a <strong>contract</strong> pursuant to point (b) of Article 6(1); and</em></li> <li><em>the processing is carried out by <strong>automated</strong> means.</em></li> </ul> <p><em>2) In exercising his or her right to data portability pursuant to paragraph 1, the data subject shall have the right to have the personal data transmitted directly from one controller to another, where technically feasible.</em></p> <p>Of all the parts of the GDPR, this is one which really piqued the interest (and potentially ire) of many businesses. Paragraph one may be challenge enough for some, but marketers would be forgiven for reading paragraph two with a shade of reluctance.</p> <p>Many companies see significant competitive advantage in their ability to collect and format personal data in a useful way. This isn't the sort of thing they want to be passing to a competitor.</p> <h3>Fairly obviously it's about choice for the individual</h3> <p>There's no doubt this sounds great for the consumer though. Article 20 should give individuals control over their personal data, and allow more freedom of choice when it comes to choosing a service.</p> <p><a href="https://ec.europa.eu/newsroom/document.cfm?doc_id=44099">The Working Party guidelines</a> state that previous legislation (the Data Protection Directive) gave individuals the right to data access, but that individuals "were constrained by the format chosen by the data controller when providing the requested information." The GDPR changes this and is set to "enrich customer experiences".</p> <h3>It levels the business playing field</h3> <p><a href="https://www.pwc.co.uk/who-we-are/regional-sites/north-west/insights/gdpr---data-portability.html">PwC eloquently points out</a> that the rationale of the right to portability is to create a level playing field "for newly established service providers that wish to take on more established providers."</p> <p>Perhaps a consumer wants to change insurance provider – in theory they may no longer have to request their details from their insurer (no claims proof, for example), but can request they are sent directly between the two companies.</p> <h3>What does all this look like to the consumer?</h3> <p>The guidelines give a couple of nice examples, saying "a data subject might be interested in retrieving his current playlist (or a history of listened tracks) from a music streaming service, to find out how many times he listened to specific tracks, or to check which music he wants to purchase or listen to on another platform. Similarly, he may also want to retrieve his contact list from his webmail application, for example, to build a wedding list, or get information about purchases using different loyalty cards, or to assess his or her carbon footprint."</p> <p>As to how this is achieved, here are some points to bear in mind:</p> <ul> <li>The means for data portability should include "download tools and Application Programming Interfaces". One can imagine a self-service tool, as well as an API that deals with controller-to-controller portability.</li> <li>"Data portability can promote the controlled and limited sharing" of personal data. This implies individuals should be able to choose what data to download.</li> <li>"Documents encoded in a file format that limits automatic processing, because the data cannot, or cannot easily, be extracted from them, should not be considered to be in a machine-readable format." This arguably includes PDF files.</li> <li>The guidance notes that "where no formats are in common use for a given industry or given context, data controllers should provide personal data using commonly used open formats (e.g. XML, JSON, CSV,…) along with useful metadata at the best possible level of granularity."</li> </ul> <h3>What data is included?</h3> <p>As implied in the music streaming service example, this right to data portability covers not just data provided actively by the subject, but also generated by their activity (if this is recorded).</p> <p>This should set marketers to wondering exactly what data they need to record about their customers.</p> <h3>Remember 'legitimate interests'</h3> <p>Remember though, the right to data portability applies only where processing is based on consent or on a contract, and where data is processed automatically.</p> <p>Marketers may already be fairly confident that activity such as website personalisation will be processed based on legitimate interests, and as such, the impact of data portability may be at least confined to those key areas that truly impact on a user's ability to choose between services.</p> <p><em><strong>For more on GDPR, see <a href="https://econsultancy.com/hello/gdpr-for-marketers/">Econsultancy's resources page</a> or try our new <a href="https://econsultancy.com/training/courses/general-data-protection-regulation-gdpr-online">GDPR online learning classes</a>.</strong></em></p> <p><em>Note that this article represents the views of the author solely, and are not intended to constitute legal advice.</em></p> tag:www.econsultancy.com,2008:WebinarEvent/924 2018-01-26T11:44:22+00:00 2018-01-26T11:44:22+00:00 GDPR <p>With enforcement of the GDPR just around the corner, we are inviting you to join our webinar for a concise overview of the upcoming legislation and how it will impact the marketing industry.</p> <p>Discussing the findings from our latest research on Marketers and the GDPR,  we will present a summary of the challenges and opportunities of the GDPR for marketers, what marketers should be most aware of and whether or not the legislation will be good for marketing as a whole.</p> <p>This session will be hosted by Econsultancy Research Manager, Donna-Marie Bohan and guest host Tim Roe, Data and Marketing technologist who is responsible for privacy and compliance at Redeye. </p> tag:www.econsultancy.com,2008:BlogPost/69739 2018-01-19T13:20:00+00:00 2018-01-19T13:20:00+00:00 10 of the best digital marketing stats we’ve seen this week Nikki Gilliland <p>The <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> also includes further facts and figures, should you fancy a little something extra.</p> <h3>Winter weather makes UK consumers more receptive to ads</h3> <p>Those icy winter winds we’ve been experiencing might not be such a bad thing, from a marketing perspective at least. A new study by the Trade Desk has found that winter weather can boost UK consumers’ receptiveness to online advertising.</p> <p>How, exactly? Well, it’s all to do with our desire to escape the reality of the bleak weather outside, meaning our interest in certain verticals increases. </p> <p>As temperatures dropped to 0.6 degrees celsius last December, Trade Desk noted that click through rates for family and parenting-related ads soared by 113% compared to average. Click through rates for fashion ads increased 196%. Unsurprisingly, travel-brands reaped the biggest rewards of the cold weather - click through rates for travel-related ads were 386% higher than average on 2nd December 2017.</p> <p>Consequently, it’s been suggested that brands should take external factors into greater consideration, as there is clear opportunity to inspire and influence consumers dreaming of sunnier climes.</p> <p><img src="https://assets.econsultancy.com/images/0009/1783/weather_ads.jpg" alt="" width="650" height="433"></p> <p><strong>More on online ads:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69708-five-trends-for-online-advertising-strategy-in-2018" target="_blank">Five trends for online advertising strategy in 2018</a></li> <li><a href="https://econsultancy.com/blog/67675-six-online-advertising-tactics-set-to-rise/" target="_blank">Six online advertising tactics set to rise</a></li> </ul> <h3>One third of UK organisations have no formal data-cleansing process in place ahead of GDPR</h3> <p>A <a href="https://www.royalmail.com/corporate/marketing-data/trends-innovation/industry-research/research-report-use-management-customer-data" target="_blank">new report</a> by Royal Mail Data Services has revealed that poor data quality puts many UK organisations at risk of non-compliance with the General Data Protection Regulation. The report is based on an online survey of 281 brands and agencies in the UK.</p> <p>It suggests that one third (or 32.7%) still have no formal process for cleaning customer contact data, with just 43.1% of marketers overall feeling very or reasonably confident that their third-party data will be compliant. 29.4% of respondents expressed worries about GDPR compliance – a 242% increase year-on-year.</p> <p>Elsewhere, respondents estimated the average cost of poor-quality customer data at 5.6% of annual revenue in 2017, just slightly lower than 5.9% in 2016.</p> <p><img src="https://assets.econsultancy.com/images/0009/1777/Royal_Mail_GDPR.JPG" alt="" width="740" height="710"></p> <p><strong>You’ll find lots more on <a href="https://econsultancy.com/hello/gdpr-for-marketers/" target="_blank">GDPR right here</a>.</strong></p> <h3>Voice search results failing to align with Google text snippets</h3> <p>How do voice keywords rank in search engines? Roast’s <a href="http://weareroast.com/voice-search" target="_blank">Voice Search Ranking Report</a> attempts to find out, specifically looking at Google Assistant alongside a Google Home device. Using STAT search analytics to determine the top 616 key phrases in the UK, it analysed which domains and URLs have the highest visibility across a set of key phrases.</p> <p>Overall, the results showed that the Google Assistant doesn't always read out a result, despite a website providing Google with a featured snippet answer box on web search.</p> <p>The study also found that the Google Assistant mostly gives a standard answer, e.g. “according to (website)…”, however, there are six other formats including location result and action prompt. Meanwhile, there isn't always a consistent match between the website referenced in the featured snippet answer box and the website referenced from Google Assistant.</p> <p>Google's Speech Quality Rating porbably goes some way to explaining these differences, with responses rated for length and formulation, as well as content (<a href="https://econsultancy.com/blog/69717-remove-the-waffle-from-your-content-or-risk-failure-in-voice-search/">read more about that here</a>).</p> <p>In terms of the best performing domains, Wikipedia is the number one for both answer boxes and assistant results. Interestingly, WebMD was found to be the second highest performer on answer box results but fifth on voice search, again proving that results do not always match up with standard search.   </p> <p><img src="https://assets.econsultancy.com/images/0009/1776/Voice_search.JPG" alt="" width="780" height="560"></p> <h3>60% of UK smartphone owners use voice search</h3> <p>Continuing with the topic of voice technology, Stone Temple has been looking into how UK consumers are using voice commands on their smartphone. The results come from a survey of 1,036 users.</p> <p>It found that 60% of users reported using voice search functionality on their devices, with those aged 25 to 34 being the most likely to do so. Meanwhile, 56% of users typically use voice controls for messaging and texting applications.</p> <p>In terms of user satisfaction, 48% of iOS users said that they wish Siri provided more direct answers, however only 38% of Android users said the same about Google Assistant. </p> <p><strong>More on voice tech:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69724-how-will-voice-technology-change-consumer-behaviour">How will voice technology change consumer behaviour?</a></li> <li><a href="https://econsultancy.com/blog/69717-remove-the-waffle-from-your-content-or-risk-failure-in-voice-search/">Remove the waffle from your content or risk failure in voice search</a></li> <li><a href="https://www.econsultancy.com/blog/69610-what-do-voice-user-interfaces-mean-for-marketers-brands">What do voice user interfaces mean for marketers &amp; brands?</a></li> </ul> <h3>Top retail brands drive loyalty through innovative use of tech</h3> <p>Kx has surveyed 5,000 UK consumers for its new <a href="https://kx.com/solutions/retail/retail-innovation-index/download-report/" target="_blank">Retail Innovation Index</a>, with the aim of better understanding the key drivers of customer favour and loyalty. </p> <p>The results show that innovation is the key to retail success, with the best scoring brands growing at twice the rate of those that are not seen as innovators. Amazon, Apple and Ocado were ranked top overall, while Ikea was ranked particularly highly on innovation in product and price.</p> <p>Meanwhile, Argos ranked as the highest performer in multi-channel retail, largely due to its focus on connecting the supply chain and providing consumers with real-time information and service. </p> <p>Finally, the key drivers for customer loyalty were found to be range and choice to suit individual needs, good availability of products, and the ability to find products easily and efficiently.</p> <p><strong>Recent articles on retail:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69727-how-retailers-are-using-geofencing-to-improve-in-store-cx/">How retailers are using geofencing to improve in-store CX</a></li> <li><a href="https://econsultancy.com/blog/69705-what-is-best-practice-pagination-and-how-does-it-create-amazing-online-experiences">What is best practice pagination? And how does it create amazing online experiences?</a></li> <li><a href="https://econsultancy.com/blog/69679-luxury-brands-must-focus-on-digital-experiences-to-fight-the-discount-trend">Luxury brands must focus on digital experiences to fight the discount trend</a></li> </ul> <h3>UK marketing budgets grow at slowest rate in two years</h3> <p>The <a href="http://www.ipa.co.uk/page/ipa-bellwether-report#.WmHDd6hl-Uk" target="_blank">Q4 2017 Bellwether Report</a> has revealed that, while marketing budgets continued to expand last year, they also grew at their slowest rate since 2015. This is based on data drawn from around 300 UK marketing professionals.</p> <p>23.9% of marketing executives raised their budgets in 2017, however 15.2% also reported making cuts – the main reasons being economic uncertainty. The resulting net balance of +8.6% is down from +9.9% during the previous quarter, and the lowest since the start of 2016.</p> <p>The report also revealed that internet marketing is the best performing subcategory, with budgets returning a net balance of +10.9%. Lastly, mobile advertising is also on the up, improving to return a net balance of +6.0% - up from +5.8% in Q3.</p> tag:www.econsultancy.com,2008:BlogPost/69712 2018-01-10T12:00:00+00:00 2018-01-10T12:00:00+00:00 Four ways the blockchain could be applied to digital advertising Patricio Robles <p>One market in which blockchain tech is seen to have significant potential is the digital advertising industry. Here are four of the most interesting ways blockchain could be applied to digital advertising.</p> <h3>Data management</h3> <p>Data is the lifeblood of the digital advertising ecosystem. From measurement to targeting, players who acquire and put to good use data have a growing advantage over players who don't.</p> <p>Not surprisingly, some are looking at the ways blockchain tech can address issues and challenges related to data. </p> <p>Comcast, for instance, last year announced that it is developing a Blockchain Insights Platform “aimed at improving the efficiency of premium video advertising, resulting in better planning, targeting, execution and measurement across screens.”</p> <p>In a blog post, the cable giant <a href="https://corporate.comcast.com/news-information/news-feed/comcasts-advanced-advertising-group-and-participants-announce-plans-for-blockchain-based-technology-platform-aimed-at-making-premium-video-advertising-more-efficient">explained</a>:</p> <blockquote> <p>One application of the Blockchain Insights Platform would be that advertisers and programmers could match data sets more effectively to build and execute media plans based on custom audience segments and more precisely and efficiently target across a nationwide footprint of pay-TV customers and streaming device users. Concurrently, programmers would be able to offer improved targeting precision across screens, increasing the value and quantity of monetized inventory. All participants would ultimately benefit from the resulting reporting and attribution metrics, and new potential revenue streams for participants could emerge for data insights they can generate for themselves and others.</p> </blockquote> <p>Privacy is a huge data management issue and this is one area where Comcast believes the blockchain has the greatest potential to shine. All of the data offered by participants in the Blockchain Insights Platform would remain in their own systems and the blockchain would let “participants in the platform ask questions of each other's data without having to access or take possession of anyone else's data.”</p> <h3>Targeting and engagement</h3> <p>Advertisers and the ad platforms they work with have for years invested heavily in finding methods and acquiring data aimed at enabling them to deliver the right message to the right user at the right time, resulting in action.</p> <p>Could the blockchain help them do this even more effectively? Some blockchain-based ad plays are betting it can. </p> <p>Take BitClave, for example. It <a href="https://medium.com/bitclave/a-blockchain-approach-to-targeted-advertising-27239dc83e5">envisions</a> a Consumer Activity Token that consumers earn by adding their data to the blockchain. When they perform searches through BitClave's decentralized search engine, businesses that want to reach them will have to compensate them.</p> <p><iframe src="https://www.youtube.com/embed/ZQlQv4zi6YI?wmode=transparent" width="560" height="315"></iframe></p> <p>As BitClave's founders see it, while internet giants do provide value through the free ad-supported services they offer, they shouldn't be the only ones who reap the financial rewards gained from data provided by users. “Our decentralized search engine helps you truly find what you're looking for and get compensated for your data, making third-party advertising networks unnecessary,” BitClave's website tells prospective users.</p> <p>China-based ATMChain, which describes itself as a “decentralized, digitized smart media platform”, is pursuing a similar approach under which users are compensated for viewing ads.</p> <p>It's important to note that both BitClave and ATMChain are works in progress and launched to the public via initial coin offerings (ICOs), which have become quite controversial due to fraud concerns. But while there's no guarantee that either project will even materialize, both do highlight how blockchain tech could serve as the foundation for new targeting and engagement models.</p> <h3>Fraud prevention</h3> <p>Ad fraud is a multi billion-dollar problem that is understandably one of the top concerns among advertisers. Unfortunately, stamping it out is difficult because the digital ad ecosystem has become more complex and opaque, especially in recent years as use of programmatic increased rapidly. </p> <p>The good news is that the industry is fighting back. Major ad vendors and publishers are getting behind the IAB standard <a href="https://www.econsultancy.com/blog/69231-ads-txt-a-new-standard-for-fighting-inventory-spoofing-unauthorized-sellers-what-you-need-to-know">Ads.txt</a>, for instance. But Ads.txt isn't perfect. Already, some are trying to trick publishers into adding them to their Ads.txt files, and Ads.txt doesn't describe what type of inventory a particular seller is authorized to sell, opening up the possibility that a vendor could, for example, offer remnant display inventory for a publisher as premium video inventory.</p> <p>While one company, MetaX, has opted to bring Ads.txt to the blockchain with an offering it calls Ads.txt Plus, others are aiming to create even more robust verification offerings using blockchain. </p> <p>Take, for instance, adChain, “a set of interoperable open protocols built on the public Ethereum blockchain.” The first solution build on adChain is the adChain registry, “a smart contract on the Ethereum blockchain that maintains and stores a record of publisher domain names accredited as non-fraudulent.” </p> <p><img src="https://assets.econsultancy.com/images/0009/1572/adtoken.png" alt="" width="738" height="313"></p> <p>The accreditation is performed by holders of adToken, a blockchain token. The creators of adChain believe that the adChain registry will maintain a high level of integrity because these holders don't have a financial interest in the ad transactions themselves.</p> <h3>Media buying and selling</h3> <p>Perhaps the most intriguing application of blockchain tech to digital advertising is to use the blockchain to enable publishers and advertisers to buy and sell ads with fewer intermediaries, or even directly.</p> <p>One project that is aiming to make this application possible is called XCHNG. PaymentsSource's Charles Manning recently <a href="https://www.paymentssource.com/opinion/blockchain-can-take-the-bloat-out-of-ad-payments-risk-management">explained</a> how it is designed to work:</p> <blockquote> <p>Through the use of blockchain technology, buyers and sellers outline their terms in a smart contract. The smart contract can be subjected to additional layers of verification and enforcement by optional service providers on the network, such as the measurement provider, ratings provider, payment provider and arbitrator. </p> <p>The payment provider is responsible for releasing payments to publishers as contract terms are met. Additional incentives for payment providers include offering accelerated payment to publishers for a fee, which would in turn incentivize publishers to deliver.</p> </blockquote> <p>Needless to say, the idea that blockchain-based smart contracts could effectively automate every aspect of the delivery of ads and the payments for them is very appealing.</p> <p><img src="https://assets.econsultancy.com/images/0009/1573/xchng-blockchain-workflow-stacked.jpg" alt="" width="500" height="537"></p> <p>But XCHNG and projects like it will all face a huge adoption challenge if and when they get off the ground. Put simply, the industry will have to embrace blockchain-based solutions en mass for them to be useful and there are plenty of players in the ecosystem, namely intermediaries, who largely don't have incentives to go along.</p> tag:www.econsultancy.com,2008:BlogPost/69704 2018-01-08T13:00:00+00:00 2018-01-08T13:00:00+00:00 Marketing in the Dark: How organisations are dealing with dark data Nikki Gilliland <p>So, how are organisations navigating this murky world? Here are some key charts taken from the report, with insight into what they might tell us.</p> <h3>A strategic approach to data</h3> <p>In order to gain a competitive edge, it is important for organisations to undertake a strategic approach to data. One way to initiate this is to appoint a CDO (chief digital officer) to join up multiple data sources and implement a culture of data-fuelled decision making.</p> <p>As it stands, it appears that the majority of mainstream companies are still in the early stages of developing a data strategy. Just 6% say they have a ‘well developed, comprehensive strategy in place’, with 16% saying they have only just implemented a strategy.</p> <p>For leading companies, the news is only slightly more promising. 10% say they currently have a comprehensive strategy, while 9% have a comprehensive strategy that is frequently reviewed.</p> <p><img src="https://assets.econsultancy.com/images/0009/1482/strategic_approach.JPG" alt="" width="690" height="504"></p> <h3>Taking action on customer insights</h3> <p>When it comes to the ability to act on insights derived from data, research suggests that organisations are improving. </p> <p>While 46% of companies said they were ‘excellent’ or ‘good’ in this area in 2016, this figure rose to 60% in 2017.</p> <p>In terms of the differences between mainstream and leading organisations, the latter are far more confident in their ability to harness customer data – almost three times as much in fact. This is good news for organisations intent on delivering personalised and targeted communication, as data can be used to better understand or predict customer needs and behaviour.</p> <p><img src="https://assets.econsultancy.com/images/0009/1483/Actionable_insight.JPG" alt="" width="690" height="496"></p> <h3>Complexity remains a challenge</h3> <p>When asked about the biggest barriers to building a joined-up view of the customer journey, the overriding response (from nearly half of respondents) was the number of different touchpoints involved. </p> <p>Alongside this, unifying data sources and poorly integrated marketing technology were also cited as big issues, as organisations are clearly struggling to get to grips with today’s fragmented data-sets. </p> <p>Interestingly, dark social was only cited as a top-three barrier by 4% of companies, though insight suggests it might become a more pressing matter in the near future.</p> <p><img src="https://assets.econsultancy.com/images/0009/1484/Complexity.JPG" alt="" width="680" height="557"></p> <h3>Managing different data-sources</h3> <p>In terms of the types of data most-used by organisations, first-party sources including Google Analytics and email data remain at the top.</p> <p>Interestingly, with a steeper drop in the usage of offline data by mainstream companies, we can determine that the ability (or rather inability) to integrate this into analysis is holding these organisations back.</p> <p>Similarly, with leaders more likely to be utilising the full range of third-party data sources - including demographic or behavioural data and social data – it is clear that the chances of success increase with the variety of data being used.</p> <p><img src="https://assets.econsultancy.com/images/0009/1485/data_sources.JPG" alt="" width="650" height="605"></p> <h3>Personalisation vs data privacy</h3> <p>Finally, how are organisations balancing the need to protect customer’s privacy while delivering personalisation? Seemingly a contradiction-in-terms – it’s unsurprisingly hard to get the balance right.</p> <p>Due to the impending GDPR deadline, it appears privacy is front of mind, with 80% of respondents ‘strongly’ agreeing that customer data must be protected and secured, and just 16% ‘somewhat’ agreeing.</p> <p>The good news is that companies do not have to jeopardise their compliance with data legislation in order to provide a relevant experience. This is because implicit data – i.e. location-based information and type of device and browser - can still provide marketers with actionable insight.</p> <p>Meanwhile, with the benefits of personalisation becoming clearer to consumers, it is up to brands to extract the most valuable data and deliver relevant results. </p> <p><img src="https://assets.econsultancy.com/images/0009/1486/privacy.JPG" alt="" width="671" height="582"></p> <p><em><strong>Download Econsultancy’s <a href="https://econsultancy.com/reports/marketing-in-the-dark-dark-data/" target="_blank">Marketing in the Dark</a> report in association with IBM.</strong></em></p>