What does data sharing mean to consumers? - 27 February 2013

Data protection 2013
What does data sharing
mean to consumers?
Wednesday 278 February
Friday February2013

#dmadata
#dmadata

Sponsored bySupported by Insight Partner

Agenda
5.30pm Registration and refreshments

6.00pm Welcome & research findings
Paul Seabrook, Director and Co-Founder, fast.MAP

6.20pm Client speaker – Max Kelly, Virgin Insight

6.50pm Panel discussion
Karl-Magnus Wadsack – Equifax
Tim Drye – DataTalk
Rosemary Smith – Opt4
Max Kelly – Virgin Insight

7.20pm Closing comments

7.30pm Networking

8.30pm End of Event

Welcome
& research findings

What does sharing data mean to consumers?
Data Tracker – Wave 4
February 2013

Paul Seabrook – fast.MAP

A love / hate relationship?

Data and online shopping…

Big Data challenges and opportunities

 EU Data Laws under review

 Consumers willing to share if they see a benefit

 Ever increasing amount of data

 Data > Insight > Application. Client job titles are
changing

 DMA supports with a range of tracking studies

 Bring the consumer into the discussion

Methodology

 29 questions were submitted via a self completion
online survey to fast.MAP’s nationally representative
Consumer Voice panel
 Sample size = 1,193
 Field work September 2012
 Results representative of the UK population based on
age and gender (18+)
 Panellists were incentivised by £250 prize draw

6 Key Areas

 Trust

 Motivations

 Value Exchange

 The Savvy Consumer

 Current Affairs – Cookies

 Practical Advice – Opt in / out statements

Trust: FS performs fairly well.
Q: Please read the list of commercial and not-for-profit sectors that follows and rank them according to how much you trust them
with any personal data they may hold about you. Please use the scale provided:

Ranking sectors by trust with personal data - trust to degree/high level of
trust only
77%
Savings 71% 77%
76%
74% 78%
Legal services (e.g. Solicitors) 74%
75%
52%
Public services/central government 60%
62%
72%
71%
Mortgage 63%
69%
73%

71%
Banking 64%
67%
73%

67%
Charities 63%66%
65%
Local government 57%
64%
62%
Home shopping 56% 60%
63%
65%
Credit card 57%
63%
66%

63%
Utilities 60%
57%
65%

64%
Telecoms 53% 58%
61%

26%
Political parties 30%
29%32%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Jun-10 Trust to degree/high level of trust Sep-10 Trust to degree/high level of trust
Apr-11 Trust to degree/high level of trust Sep-12 Trust to degree/high level of trust

Trust: Again FS seen as having good
credentials

Of these sectors, which two would you trust the most with your personal
data?
Banking 38%
Legal services (e.g. Solicitors) 33%
Public services/central government (e.g. NHS, DVLA, HMRC, DWP) 27%
Local government (e.g. Councils, Education authorities, Police) 19%
Mortgage 14%
Savings 14%
Charities 11%
Credit card 10%
Supermarkets 6%
High street retailers 5%
Online only retailers 5%
Insurance 5%
Home shopping 4%
Utilities 3%
Entertainment (e.g. Ticketmaster) 2%
Restaurants and related services (e.g. Taste Card) 2%
Telecoms 1%
Political parties 0%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Would trust with personal data

Holding on to trust
Which one of the following would be the primary cause for you
to lose trust in a brand to handle your personal data
responsibly?

21%
Receiving unwanted marketing 25%
materials 26%
27%

49%
May-10
45%
Bad personal experience Sep-10
46% Apr-11
43% Sep-12

30%
Bad press due to losing customer data / 30%
data breaches / data misuses 29%
30%

0% 10% 20% 30% 40% 50% 60%

Who’s responsible? The trend has continued and
now it’s companies / organisations
Who do you think is responsible for looking after consumer
interests when it comes to your personal data?

34%
31%
Companies / organisations 33%
36%

39%
41%
Individuals themselves 39%
35%

9% May-10
10% Sep-10
Information commissioner 8%
Apr-11
13%
Sep-12
15%
14%
The government 14%
12%

3%
4%
Trade bodies 5%
3%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Motivations: Clear & relevant privacy
policy

Please read the following list of offers and assume they are being made by
a company or organisation. Please indicate which ones would persuade
you to give your personal data to them. Please tick all that apply:

None of the above
20%

Free shipping
20%

Discounts
23%

Money off vouchers May-10
25% Sep-10

Free samples Apr-11
25%
Sep-12
They provide essential service
31%

Clear privacy policy
43%

Trust in the company
47%
0% 10% 20% 30% 40% 50% 60%

Motivations: Positive trends
Do you share your personal data for marketing purposes with
companies who are known to you?

75%
74%
Companies I have a relationship with 71%
76%

62%
A company that sells products that I have to 58%
buy (e.g. an insurance provider) 56%
63%

A company that sells high-value products that I 23% Jun-10 Yes
23% Sep-10 Yes
might consider buying in the future (e.g. a 20%
games software provider launching a new title) 29% Apr-11 Yes
Sep-12 Yes
Companies that I don’t have a relationship with 27%
but which are connected to a company I do 19%
have a relationship with (same group or 23%
partnership programme) 20%

11%
7%
Companies I don’t have a relationship with 10%
9%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Motivations: DM basics are critical
What makes you unsubscribe from online marketing
communications to stop messages from a company with
whom you have a relationship? Please tick all that apply.
Communication is not relevant 59%

No further use for their product / service 58%

Communication is too frequent 56%

I never gave the company permission to contact… 54%

Poor customer service 43%

Unreliability 39%

Sep-12
Loss of integrity 35%

Not enough valuable information 29%

Price change 22%

They never go the extra mile 15%

None of the above / not sure 7%

Other (please specify) 2%

0% 10% 20% 30% 40% 50% 60% 70%

Value Exchange: Buying online gives
highest data opportunities
What personal data are you willing to share? Please tick all that apply:

Buying goods online 82% 77% 79% 38% 24%14% 53% 11%

Creating an email account 73% 48% 64% 20% 30% 14%

Requesting more information / a brochure 68% 65% 56% 10% 18%

Requesting a quote 67% 55% 66% 22% 21% 20%

Requesting a free sample / money off coupon / voucher 66% 61% 62% 12% 20%
13%

Creating a social media account 54% 19% 53% 9%23% 35%

Pledging support for a cause 53% 39% 49% 11% 7% 35%
9%

0% 50% 100% 150% 200% 250% 300% 350% 400%

Name Address Email Telephone Date of Birth Bank details Credit / Debit card details None

Value Exchange: Some key data is
getting harder to get

Name AddressEmail TelephoneDate of BirthBank details
Credit / Debit None
Difference Sep 12 vs Jun 10 card details
Pledging support for a cause 1% 3% 6% 1% 1% 0% 1% -6%
Creating a social media account 6% 1% 7% 4% 4% -1% 0% -10%
Requesting a free sample / money off coupon / voucher -4% -3% -1% 0% 3% -1% 1% 1%
Requesting a quote -3% -3% -1% -8% -2% 1% 1% 2%
Requesting more information / a brochure -3% -2% 1% -3% -2% 1% 0% -1%
Creating an email account -2% -5% -5% -2% 0% -1% 0% 0%
Buying goods online 4% 1% 3% -5% 2% 2% -3% -3%

Value Exchange: Approaching half would
share but only if there’s no financial gain
Please read the following statements. If companies were
to take the actions described below, please let us know if
this would make you more willing to give permission to
share your data with third-parties:
The company assures customers that the
company did not sell their data to third 47%
parties for a monetary benefit

The company provides a full explanation as
to why they share their data with third- 39%
parties

The company guarantees that the privacy
policy of the third party matches the level of 40%
Sep-12 Yes
their own

The company notifies customers when their
data is shared with a third party and 37%
provides the name of the third party

The company lists on their website all third
36%
parties with whom they share data

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

The Savvy Consumer: One in 5 have at
least 4 email addresses
How many email addresses do you have? Please think about
work and personal.

6%
5+
13%

4%
4
7%

20%
3 Apr-11
16%
Sep-12

35%
2
33%

35%
1
31%

0% 5% 10% 15% 20% 25% 30% 35% 40%

The Savvy Customer: Nearly two-thirds will give a
low value email address to beat the system

Thinking about the email accounts you may have, please read the
following statements and indicate how much you agree / disagree with
them:

I check all of them regularly 43% 23% 16% 14% 4%

Strongly agree
I tend to use at least 1 to give to companies / websites Agree
when I don’t want to give away my main email 31% 32% 20% 13% 4%
Neither agree nor disagree
address
Disagree
Strongly disagree

I have some that only get checked every now and
15% 27% 15% 22% 20%
them

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

The Savvy Customer: Trust is key and
easily measured by new customers

Thinking about buying goods online, when you are offered the facility to
set an account up so you don’t have to re-enter data the next time you use
the site, please read the following statements and indicate how much you
agree or disagree with them:

Only do this for brands I trust 21% 45% 27% 4% 3%

Set an account up after I’ve used a site /
10% 44% 32% 7% 6%
company a few times Strongly agree

Tend to set up an account but often lose the Agree
9% 23% 30% 23% 14%
username / password details when I try and… Neither agree nor disagree
Disagree
Always set an account up 9% 16% 39% 27% 9%
Strongly disagree

Never set an account up for future use 8% 11% 37% 32% 13%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Current Affairs: Cookies

The law on the use of cookies by websites has recently changed. It has
altered the way websites can use them on your computer. Do you feel
you know what cookies are?

I have not heard of cookies 2%

I have heard of cookies, but do not know what they do 29%

I understand what cookies do 69%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Current Affairs: Cookies are noticed but
a fair degree of apathy is evident

Please read the statements below and indicate how much you agree or
disagree with them in regard to the use of cookies by websites:
I have noticed more announcements about
35% 36% 23% 4% 1%
cookies on the websites I use
Cookie tracking has become an irritation to me
12% 30% 40% 13% 5%
when browsing websites
I close the announcement about cookies
9% 24% 39% 20% 8%
without reading it
I can see the benefits to me with this change of
7% 30% 49% 9% 4%
law Strongly agree

I am wary of websites with no reference to Agree
7% 22% 51% 15% 5%
cookies on it Neither Agree nor disagree

I feel more informed about cookies as a result Disagree
7% 31% 41% 14% 7%
of the announcements on websites Strongly disagree

I ignore the announcements about cookies 6% 23% 39% 26% 6%

I opt out of having cookies 5% 20% 45% 24% 5%

I no longer use certain websites if they do not
4% 14% 47% 24% 10%
carry announcements about cookies
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Practical Advice – Opt in / out statements

If you read the following statement regarding the use of
your data, would you tick the box? Please assume that
this is from a household name company with whom you
are making your first purchase.

Different statements were shown in isolation /
monadically

Opt-Out; no third party

We have some great offers and promotions that we’d like
to tell you about, but please tick the box if you would
prefer not to receive them from The ABC Household
Name Company. □
50% would tick the box

Opt-Out; no third party

We have some great offers and promotions that we’d like
to tell you about, but please tick the box if you would
prefer not to receive them from The ABC Household
Name Company. □
We’re sure you won’t be disappointed with the messages
we’ll send you (and we’ll make it easy for you to change
your mind later on if you no longer find our offers and
promotions useful) but please tick the box if you don’t
want to try us out now by receiving the latest special
offers, promotions and product information from The ABC
Household Name Company. □

Opt-Out; with third party

Our bespoke holidays are the talk of the town and so The
ABC Household Name Company would like to keep you
up to date with the latest special offers and promotions.
We’d also like to share your contact details with our
carefully selected partners who will also send you
occasional marketing messages that we think you’ll enjoy.
Please tick here if you would rather not receive these
messages □

Opt-In; with third party

Our bespoke holidays are the talk of the town and so The ABC
Household Name Company would like to keep you up to date with
the latest special offers and promotions. We’d also like to share your
contact details with our carefully selected partners who will also send
you occasional marketing messages that we think you’ll enjoy.
Please tick here if you would rather not receive these messages □

the latest special offers and promotions. We’d also like to share your
contact details with our carefully selected partners who will also send
you occasional marketing messages that we think you’ll enjoy.
Please tick here if you would like to receive these messages □


Opt-Out; with third party collected separately

the latest special offers and promotions. Please tick here if you
would prefer not to receive these messages □

We’d also like to share your contact details with our carefully selected
partners who will also send you occasional marketing messages that
we think you’ll enjoy but if you would prefer not to receive these
messages please tick here □
55% would tick the boxes

Opt-In; with third party collected separately

Our bespoke holidays are the talk of the town and so The ABC Household
Name Company would like to keep you up to date with the latest special
offers and promotions. Please tick here if you would prefer not to receive
these messages □
partners who will also send you occasional marketing messages that we
think you’ll enjoy but if you would prefer not to receive these messages
please tick here □

Our bespoke holidays are the talk of the town and so The ABC Household
Name Company would like to keep you up to date with the latest special
offers and promotions. Please tick here if you would like to receive these
messages □

partners who will also send you occasional marketing messages that we
think you’ll enjoy so tick here if you would like to receive these messages □


The full report & Infographic @
dma.org.uk

Sharing data well

Sharing data well

Max Kelly
27 February 2013

ONE OF THE COMPANIES IN
THIS ROOM WILL MAKE THE
FRONT PAGE FOR ‘MISUSE’ OF
DATA

35

A simple equation

Respect + Control + Value = Trust

36

So, someone knows exactly….

• Where I live
• Where I am at this moment
• What I buy and when
• Which brands I like
• When I go on holiday and where
• What I watch on TV
• Which sites I visit on the web (even the ‘late night’ sites)
• How many friends I have and how often I call them
• What I like to eat and where
• Who my friends are and what I do with them
• Whether I still have my appendix, how good my eyesight is….

44

…and it can go wrong

Search terms can Films can Targeting email content Scary T&Cs are just
identify you identify you is spooky downright scary

By the way, try not to lose it, particularly if you run the
country

45

The first step is to get the data and
permission to use it

Consent

90%

60%
& The more money involved,
the more correct it will be

30%

More exciting Less exciting
or valuable or valuable

Get the highest permission and then
respect it

We’re sure you won’t be disappointed with the messages we’ll send you
(and we’ll make it easy for you to change your mind later on if you no
longer find our offers and promotions useful), but please tick the box if
you would prefer not to receive them from The ABC Household Name
Company

47

Using the data

Vs.

Anonymou Personal
s

48

Using the data well

Respect + Control + Value = Trust

49

Respect

• The right content
• The right offer
• The right channel
• The right frequency

and it should feel personal

50

Respect

Implicit/unwritten permission*

* nothing to do with the legal position

51

Control
• Legals need to be right
• Goes without saying
• Consent question
• Privacy policy

• All things data-related should be straightforward
• Seriously, don’t let the lawyers draft
• Guidelines that everyone understands

• And allow your customers access
• Scary
• Complicated
• Increasing expected

52

Value: easy to understand

53

Value: what people will volunteer

54

What causes the vitriol

“that information is nothing to do with you”
“you are trying to manipulate me like Big Brother”
“you are selling my data and making money”
“you have all my data and you go and you lose it”
“with all my data out their, someone will steal my
identity”
“you are using my data to discriminate against me”

55

The benefits of doing it well

Happy customers with a better experience means:

• More of them
• Lower churn
• Higher spend

Ultimately more revenue and profits

57

Your hand is likely to be forced

58

Pulling it together

• Trust with consumers about their data is built through:
– Respect
– Control
– Value
• Collect permission and data well
• Use simple, easy-to-understand language about data
• Use anonymous data if it is possible
• Look after the data carefully
• Keep an eye on the future: legislation and consumer trends
• As a final test: “would I be happy if this was happening to my data?”

59

Thank you for your time

Some personal data
sharing:
maxkellyuk@gmail.com

60

Panel Discussion
Karl-Magnus Wadsack – Strategic Consultant – Equifax

Rosemary Smith – director – Opt4

Tim Drye –Managing Director– DataTalk



Close & Thank You to
Sponsors

Online testing answers the Marketing Must-Knows

1 Where can I get more of my best profile of customers? Customer Profiling
2 Will my new customers upgrade in follow on campaign? Upgrade Testing
3 What Data Protection statements shall I use to maximize Data Protection
data useage?
Copy Testing
4 Which proposition will get best response? Proposition Testing
5 What is the optimum price / ask? Price Testing
6 How can I steal customers from my competition? Competitor
Acquisition Testing
7 Which imagery will have the greatest impact across key Campaign impact
markets / countries
Testing
8 How can creative be improved? Creative Testing
9 Why are my customers leaving me? Customer Loyalty
10 How can I integrate social media effectively? Digital Testing

www.fastmap.com

What does data sharing mean to consumers? - 27 February 2013

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