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Personal Data Are the Lifeblood of Contemporary Marketing

SHARED PERSONAL DATA: REVOLUTIONIZING CUSTOMER RELATIONSHIP Daniel Kaplan www.fing.org. Personal Data Are the Lifeblood of Contemporary Marketing. They're also its poison. This Is Becoming Expensive… To Everyone. Acsel.

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Personal Data Are the Lifeblood of Contemporary Marketing

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  1. SHARED PERSONAL DATA:REVOLUTIONIZING CUSTOMER RELATIONSHIPDaniel Kaplan www.fing.org

  2. Personal Data Are the Lifebloodof Contemporary Marketing

  3. They're also its poison

  4. This Is Becoming Expensive… To Everyone Acsel “Jeesh, the super market's beginning to do business just like the phone company!” Cliff Wirth, CUB Comscore

  5. Consumers May Be Taking Power…But With No Help from Corporations Level ofcommitment Transaction /Engagement Participation /Collaboration ContentSharing Evaluation / Appreciation

  6. There Is Another Way

  7. Let's Take Up a New Challenge:Empowering Consumers by Sharing With ThemAll the Personal Data that Businesses Own About Them Graphic:MyDex "If I Know Something About You, You Know It, Too!"

  8. There Is Obvious Value For Consumers…

  9. … But Everyone Stands to Benefit Individuals • The real "360°" • One-stop • Convenience • Newservices • Control • Bargainingpower Businesses • Data qualityand update • Breaking outof silos • Trust • Get more datafrom willingconsumers • Take guessworkout of marketing • Offer new servicesto individuals Society • Competition • Market transparency • Trust & confidence • Power rebalancing • A whole new market: Personal Information Management Services (PIMS) • Health and environmental benefits

  10. The New Marketfor Personal Information Management Services Knowing oneself better,and acting upon it Collecting, gathering, producing, storing, referencing, classifying… one's data Sharing (or not), checking,updating one's data Comparing offers, expressing one's needs, group buying… Managing one's relationship with organizations… And with other consumers Analyzing, visualizing, modelizing, comparing… one's personal data

  11. This Is Much More Than a Weird Idea

  12. Are You Ready to TurnCustomer Relationship on its Feet? Experimenting consumer empowerment,through the sharing and reuse of the personal datathat organizations own about them

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