For The Drums deep dive into data, The New Data & Privacy Playbook, Lars Bjornbakk of agency Unrvld argues for a new data golden rule to collect only what youd be comfortable sharing yourself.
In a recent piece for the Financial Times, Camilla Cavendish wrote about her mothers collection of her own health data in a notebook, in case of a medical emergency where healthcare professionals needed to know her medical history. This was a response to the knowledge that the UKs National Health Service has a very siloed way of storing patient data. For Cavendishs mother, the consolidated data stored in her notebook could be a lifesaver. The value of data does not get much higher than that.
As marketing professionals, we seldom handle lifesaving data. The data we help clients manage holds value but we have to ask ourselves: value for whom?
Customers are increasingly expecting value in exchange for the data they share, so marketers must re-evaluate our approach to data collection. With mandatory cookie prompts on almost every website you visit, the expectation of data collection is more front-of-mind than ever, and it poses the question What are we offering in return for our customers data?.
The answer to that question has been nailed down perfectly by loyalty schemes like the Nectar card and Tescos club card. In the marketing world, not so much.
As Daniel Newman wrote back in 2021, there is no clear agreement on who is responsible for data privacy: the customer, government, or companies providing the service. What is clear is that the brands that take privacy seriously are winning the trust and loyalty of customers.
This has made privacy by design a core part of digital transformation efforts of companies over the last few years, reflecting new user behaviors and expectations about being informed about how apps and services use and protect personal data.
Just look at your phone whenever installing a new app: the prompts to allow sharing, notifications, system access, and so on. On sites like Reddit, users often discuss whether to allow gaming apps to, for example, make and manage calls. Instinctively, users will balk at the suggestion, but what the app is really asking to do is to identify when a call is incoming to be able to pause the game. With an explanation, it sounds reasonable, but as a prompt, it sounds creepy and intrusive.
Herein lies the core of the challenge. How can we offer transparency for the usage of the data we collect? And how can we provide the right messaging to explain, in clear terms, the benefit to the customer? A good starting point is rethinking three integral parts of your data strategy:
So be transparent about what your context is.
Your data strategy tells you what to do with the data youre collecting and how its being managed. Embed a clear point of view on what data transparency means for your organization and users to make sure there is a well-thought-out context and purpose that is clear and understandable for customers.
Customers value being told what the benefits for them are.
Whether your data collection makes it easier for users to find the information they are looking for, complete the goals they have around your service, or get better offers on the things they care about, providing clear explanations around where we give them in return for their data helps to build trust and affinity to your brand, increasing the sense of the trustworthiness of your products and services.
Dont lock your users into a mandatory data collection funnel. Offer them control over what they share, with a clear description of what theyll get in return. Long gone are the days of one-way power paradigms of brands; were now in a two-way relationship with them, and our data collection approaches need to reflect that.
Although data collection is (and will remain) complex, the foundation remains the same: respect for and empathy with the user. The golden rule? Collect only what you would be comfortable sharing yourself. Intrusive and aggressive data collection will not be, in the long-term, sustainable; customers are increasingly expecting privacy by design.
Always consider risk and reward in the context of the purpose of the data you collect and serve. So, if youre collecting data because you may need it later, ask yourself what, really, might you need it later for?
To read more from The Drums latest Deep Dive, where well be demystifying data & privacy for marketers in 2023, head over to our dedicated hub.
See the original post:
The Golden Rule Of Data Gathering And New Expectations Of Value ... - The Drum
- This Is My New Golden Rule for Renting Vacation Homes (I Was Doing It All Wrong) - Yahoo Life - April 12th, 2024 [April 12th, 2024]
- Misguided culture warriors should heed the golden rule [column] - LNP | LancasterOnline - April 12th, 2024 [April 12th, 2024]
- Michael L. Fischler: Anger and The Golden Rule - The Union Leader - April 10th, 2024 [April 10th, 2024]
- Dog trainer reveals her golden rule for recall training (we can't believe how simple it is!) - Yahoo Life - April 10th, 2024 [April 10th, 2024]
- Fr. Aristides Palaynes and the Golden Rule Community - Greek Orthodox Archdiocese of America - Greek Orthodox Archdiocese of America - April 10th, 2024 [April 10th, 2024]
- How Lulu still looks fabulous at 75, from her skincare 'golden rule' to refusing to take lifts - as star revea - Daily Mail - April 10th, 2024 [April 10th, 2024]
- Ken Henry: We are breaking the 'golden rule' of economic policy - ABC News - April 10th, 2024 [April 10th, 2024]
- The Golden Rule and the Free Market - Foundation for Economic Education - March 6th, 2024 [March 6th, 2024]
- Courtney B. Vance and Angela Bassett share their golden rule for successful parenting - The Times of India - March 6th, 2024 [March 6th, 2024]
- Live music at The Golden Rule Coffee House on Friday, March 8 - Redwood Falls Gazette - February 29th, 2024 [February 29th, 2024]
- Blake Lively and Ryan Reynolds have always followed one relationship rule - Marie Claire UK - February 29th, 2024 [February 29th, 2024]
- The Golden Rule - A Way of Life - County 10 News - January 27th, 2024 [January 27th, 2024]
- Dear Annie: Nurses Golden Rule might be the answer to relationship problems - MLive.com - January 27th, 2024 [January 27th, 2024]
- Aitana's golden rule and the pending account she has with her most loyal audience - WECB - January 27th, 2024 [January 27th, 2024]
- Guest columnist David Hernndez: Climate, refugees, and the golden rule - GazetteNET - January 27th, 2024 [January 27th, 2024]
- A golden rule that should have been followed in North - The Sun Chronicle - January 27th, 2024 [January 27th, 2024]
- The Golden Rule Refined | | news-journal.com - Longview News-Journal - January 27th, 2024 [January 27th, 2024]
- Film About The Golden Rule Released in Bali - EIN News - January 27th, 2024 [January 27th, 2024]
- Heres a Golden Rule Jeff Bezos Seems to Have Forgotten: Never Let Your Ego Get in the Way of Doing Business - The Good Men Project - January 27th, 2024 [January 27th, 2024]
- Universalists to consider the mandate of the Golden Rule - Ashland Daily Press - November 20th, 2023 [November 20th, 2023]
- 6-Year-Old Boy Dies a Month After Adult Neighbor Allegedly Beats ... - PEOPLE - November 20th, 2023 [November 20th, 2023]
- COLUMN: Celebrate Thanksgiving year-round with 'Thanks-living ... - Andalusia Star-News - November 20th, 2023 [November 20th, 2023]
- Silence is craven, not golden - The Gazette - November 20th, 2023 [November 20th, 2023]
- Sellars CEO Named to Wisconsin 'Titan 100' - Industrial Distribution - November 20th, 2023 [November 20th, 2023]
- The most valuable decluttering lessons I have learned | - Homes & Gardens - November 20th, 2023 [November 20th, 2023]
- COMMENTARY| Bethel: Too much hate | Opinion ... - Bennington Banner - November 20th, 2023 [November 20th, 2023]
- Cooking with Love Nello's Continues Impress Diners - St. Albert Gazette - November 20th, 2023 [November 20th, 2023]
- What Happened to James Garner? Inside the 'Maverick' Star's ... - Yahoo Entertainment - November 20th, 2023 [November 20th, 2023]
- Successful trial of coating that converts UV into PAR boosts sales - hortidaily.com - November 20th, 2023 [November 20th, 2023]
- Debt rules will affect the most vulnerable, EU trade union chief warns - EURACTIV - November 20th, 2023 [November 20th, 2023]
- Guest Opinion | Bill Paparian: Pasadena City Hall Believes in the ... - Pasadena Now - May 18th, 2023 [May 18th, 2023]
- Golden ratio in venation patterns of dragonfly wings | Scientific Reports - Nature.com - May 18th, 2023 [May 18th, 2023]
- Glass gets away with breaking the golden rule - The Irish News - May 18th, 2023 [May 18th, 2023]
- Red Horse Recruiter Ranks First in Class - 125fw.ang.af.mil - May 18th, 2023 [May 18th, 2023]
- These 19 Birmingham BBQ joints are the ultimate Memorial Day ... - Bham Now - May 18th, 2023 [May 18th, 2023]
- Mountain West Technologies wins Casper Area Chamber of ... - Cap City News - May 18th, 2023 [May 18th, 2023]
- The Unseen Engine of South Florida's Booming Vacation Rental Market: Estaga - Yahoo Finance - May 18th, 2023 [May 18th, 2023]
- Simon Cowell to break important BGT rule this weekend, ITV confirms - South Wales Argus - May 18th, 2023 [May 18th, 2023]
- Starting out on the St. Croix: What High School Skiing Taught Jessie ... - fasterskier.com - May 18th, 2023 [May 18th, 2023]
- These are the weirdest and least understood pickleball rules and ... - msnNOW - May 18th, 2023 [May 18th, 2023]
- Media Source Not Showing in OBS? Here's How to Fix It - MUO - MakeUseOf - May 18th, 2023 [May 18th, 2023]
- Youngkin avoids talk of diversity, politics at VMI graduation - Cardinal News - May 18th, 2023 [May 18th, 2023]
- Mother's Day roots: the opposition to war | READER COMMENTARY - Baltimore Sun - May 18th, 2023 [May 18th, 2023]
- Rep. Gallagher says US needs to take off 'golden blindfolds' and 'open our eyes' to China risk - Fox News - May 18th, 2023 [May 18th, 2023]
- Open Heaven 18 May 2023: The Gift of Love - ELANHUB MEDIA - May 18th, 2023 [May 18th, 2023]
- 10 Best Quotes About Family In The Fast & Furious Franchise - CBR - Comic Book Resources - May 18th, 2023 [May 18th, 2023]
- Life in the Fast Lane - New DOE Rule Changes Push LNG Projects ... - RBN Energy - May 18th, 2023 [May 18th, 2023]
- Dont Say That Word- Days After Golden Advice From Wrexhams Ryan Reynolds, NFL Icon JJ Watt Reminds Wife of Unspoken Rule After Burnley Investment -... - May 18th, 2023 [May 18th, 2023]
- 14 Handy Tricks To Get Better Sleep While Backpacking - The Trek - May 18th, 2023 [May 18th, 2023]
- Investors overlooking the golden rule as they flock to DIY apps - Stuff - April 29th, 2023 [April 29th, 2023]
- 7 money 'rules' you can actually break, according to financial experts - MarketWatch - April 29th, 2023 [April 29th, 2023]
- Dorsman: MP Motorsport betting on caution ahead of inevitable ... - Formula 2 - April 29th, 2023 [April 29th, 2023]
- Boomer explains why millennials are having a hard time at work: 'It's ... - Upworthy - April 29th, 2023 [April 29th, 2023]
- AFA.net - Basic Fairness in Women's Sports - American Family Association - April 29th, 2023 [April 29th, 2023]
- How To Prep Air Fryer Vegetables So They Don't Escape The Basket - Tasting Table - April 29th, 2023 [April 29th, 2023]
- Pansexual Flag: Here's what the Pride Flag's colors mean and more - USA TODAY - April 29th, 2023 [April 29th, 2023]
- What is the "Rules-Based-Order"? - CounterPunch.org - CounterPunch - April 29th, 2023 [April 29th, 2023]
- Hudson WWII vet turns 100, decides to quit the bocce ball team - Suncoast News - April 29th, 2023 [April 29th, 2023]
- Kansas City reportedly let Meta developer break diversity rules, then ... - KCUR - April 29th, 2023 [April 29th, 2023]
- From the Right: Drawing the line between trans rights and parental ... - The Malibu Times - April 29th, 2023 [April 29th, 2023]
- I was 40,000 in debt but got myself out of it here is the rule I swear by and how it changed my life... - The Sun - April 29th, 2023 [April 29th, 2023]
- OBITUARY - Mary Anderson - Berthoud Weekly SurveyorBerthoud ... - BerthoudSurveyor.com - April 29th, 2023 [April 29th, 2023]
- 8 ways to improve your written communications - Smartbrief - April 29th, 2023 [April 29th, 2023]
- Draymond Green: Draymond wont be moved by the Draymond rule - Eurohoops - April 29th, 2023 [April 29th, 2023]
- Dont Make These 4 Nursing Home Abuse Claim Mistakes in Las ... - Legal Reader - April 29th, 2023 [April 29th, 2023]
- What Food to Pack for Family Hikes - Outside - April 29th, 2023 [April 29th, 2023]
- Lawyer Discernment Is Critical In The World Of AI - JD Supra - April 29th, 2023 [April 29th, 2023]
- 12 blockbuster movies for summer 2023 ranked: we can't wait! - What To Watch - April 29th, 2023 [April 29th, 2023]
- Meghan broke 'golden rule' months before royal exit and has done so ever since - Express - April 20th, 2023 [April 20th, 2023]
- We Are All Connected: Loving One Another in Different Religions - Graphic - April 20th, 2023 [April 20th, 2023]
- Grammar Girl AP style tips on the Oxford comma, headlines and more - PR Daily - April 20th, 2023 [April 20th, 2023]
- How to prevent HVAC havoc this summer - KCAU 9 - April 20th, 2023 [April 20th, 2023]
- Take the right care of your yard | News | hometownnewsbrevard.com - Hometown News - April 20th, 2023 [April 20th, 2023]
- Britain's Got Talent: Simon Cowell speaks out after new judge Bruno Tonioli breaks rule on first appearance - LADbible - April 20th, 2023 [April 20th, 2023]
- After experimenting with directives, ISSF reinstates the Tokyo Olympics old-golden rule book for Paris 2024 - Free Press Journal - April 20th, 2023 [April 20th, 2023]
- Want to stay married? Gogglebox's Steph and Dom reveal golden ... - Daily Mail - April 20th, 2023 [April 20th, 2023]
- Overcoming Spiritual Violence and Embracing Peace with Rev. Dr ... - Bear World Magazine - April 20th, 2023 [April 20th, 2023]
- Good News, Part 3 of Resurrection as the Good News | Good News ... - Patheos - April 20th, 2023 [April 20th, 2023]
- What to Do After an Auto Accident: A Step-by-Step Guide - BBN Times - April 20th, 2023 [April 20th, 2023]
- Death Of A Don Foretold By Himself OpEd - Eurasia Review - April 20th, 2023 [April 20th, 2023]