Every site is ‘thanking us for our data choices’ but are we really taking the time to understand what our choices are? We all have a data footprint but to what extent we may not be entirely aware.
Since the beginning of the transactional web these footprints have been collected, stored, connected and maybe now and again actually used. I say now and again, because most businesses I come across haven’t really worked out the value of data to inform anything beyond their CRM program. It’s often left to one side when it comes to shaping a business model, design approach or even NPD. More often, instead the point of view comes from inside the boardroom or with an eye to the competition and what they’re doing.
But that time has passed, relevance centred businesses are servicing an ‘Age of You’ – the internet era that goes beyond eco-systems and leverages insight to inform purchase journeys and their wider experiences around a users actual needs and desires.
In this web 4.0 world where the IoT is starting to pivot around the individual not the brand, GDPR has come into force in order to harmonise data laws whilst protecting consumers who don’t quite know what the data cost of all this connectivity is. And it’s putting emphasis on businesses to be held more accountable. HOORAY.
The age of ‘my data, my internet’ is on the horizon and the exponential rate that technology will advance this far outpaces nearly every legacy data lakes in place today. So what to do? Now that is a question I’m getting asked in an equally exponentially increasing rate.
I have some simple starting questions that have helped me shape some of the data strategies I’ve been working on with clients embracing GDPR as a chance to positively shake themselves up (Chapeaux). These are just starting points and they will open up more questions but I have found if you keep coming back to them every time you disappear down rabbit hole, they help.
First things first, there are three main types of data:
1st party; the stuff you collect directly and that you ask for the permissions to own
2nd party; essentially someone else’s 1st that they share with you (normally advertisers and publishers)
3rd party; the kind of stuff you can buy from anywhere and is generally diluted and generalised (i.e. not very useful to anyone so I’m not going to cover this)
Your starting point is likely to be a ton of archaic stuff that’s been collected for years, decades even, and not really modernised. Or if it has been modernised it will have been done so through a brand or business lens therefore adding to it’s linearity.
You don’t need to chuck it all out though, where there is data there is insight you just need to know how to mine for it, so my first question: What can this existing pile of data tell you?
There will be many assumptions, heed caution. If you don’t believe the assumptions (and trust your gut on this one) get a data wizard (some call them scientists) to mine it for you. They will be able to develop a question set with you then deploy speedy algorithms and methodologies to offer up a different set of useful insights.
Once you know what your data knows, you’ll have some gaps against your objectives which leads to the next bit…
It’s likely you’re working for or with a brand or business who think they need to own all the data. You don’t. In fact it’s quite greedy to assume you should. I’m not saying a big bank of addresses is all redundant (do not underestimate the power of email) BUT 2nd party data can be a super useful shortcut to getting to know the answers to the gaps that the data you already have doesn’t give you right now.
Google for example, know quite a bit about most audiences you are likely to be trying to reach and engage. “Google conquered the advertising world with nothing more than applied mathematics. It didn’t pretend to know anything about the culture and conventions of advertising — it just assumed that better data, with better analytical tools, would win the day.”
And Google was right.
I didn’t say that by the way, Wired’s Chris Anderson did a little while back. I totally agree – as does most of the internet.
So, question number two: Who are your trusted 2nd party data partners?
Your lead agencies should have a good view on this, but you will too. Within your organisation you will have worked with media and publishing partners on initiatives and activations, plus a whole host of other partnerships will have proved useful along the way. Look at what’s worked and bring them into the fold then widen your horizons to the likes of Google. Once you a clear view you can work out how you’ll use each one to plug your 1st party gaps. Make two tidy lists; one for 1st party and one for 2nd party, then put them to one side for now.
The next bit is more tricky, and that’s working out a data roadmap to get you over your immediate hurdles and propel you into a consumer centric model so you can effectively operate in the ‘Age of You’. So, question number three: How are you going to map and further extend your two data sets to give you the answers you need, now and for tomorrow?
Using data to; inform the creative process, brand storytelling or simply just for personalised targeting and messaging requires using data to generate a contextual, or even better, an emotional connection. But there is a line, and this is where GDPR is reinforcing the interests of consumers. Balancing the digital data economy, with commercial opportunities and consumer rights is a minefield unless you truly start thinking consumer first. Your data map should flip every question you’ve asked yourself as a business or brand thus far to be just this, so instead of ‘data will help us do X and Y’ instead ask yourself ‘by knowing this piece of information about our consumer we can help them do X and Y’.
Once you’ve built out your consumer maps based on what (1st and 2nd party data points) you need to know in order to deliver on their needs and desires, you’ll be in a good place to start mapping your own goals to them, but another watch out – never reverse them or you’ll be right back to where you started in no time.
The GDPR applies to all businesses that are established in the EU, regardless of whether the data processing takes place in the EU or not. And if you think you have a loop hole, even non-EU established businesses will be subject to GDPR if your business speaks to consumers in the EU. You can’t stick your head in the sand over this one and the world isn’t go to wait for you to figure it out, so best to get cracking.
Bottom line? You need to know what your data knows, work out what you don’t understand and shift to a consumer first approach.