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BizReport : Advertising archives : August 15, 2016

Consumers want a fair trade for their personal data

Customer relationship management specialists, Amaze One, has revealed the fine balance between a great personalized experience and a creepy one, and what it takes to encourage consumers to share more information.

by Helen Leggatt

Of the 2,647 UK adults surveyed by Amaze One, just over half (51%) said they were aware of when and where their personal data was collected. However, 70% said they did not feel in control of how it was used. Those who said they did feel in control were more willing to share data with 46% stating that if they had the ability to delete data that companies collect it would encourage them to share more insight.

amaze1.jpg"There is a fine balance between digital creepiness and a great personalized experience," says Paul Kennedy, data strategy director at Amaze One. "Now that the data and technology is mature and available to deliver and measure this, marketers need to concentrate on fine tuning that balance to exploit that untapped potential."

Most consumers said they are willing to share their name (76%), age (68%) and email address (66%). However, despite the increased use by brands of social logins instead of registration, just 7% said they were prepared to share social media data or use a social log-in. No doubt consumers, who invest a lot of time in their social media environments, are keen to keep this private.


Among consumers who do provide personal data, there is an understanding that they will be rewarded (30%) or receive 'enhanced services' (12%). Also key to motivating consumers to share personal information is transparency, a brand's reputation, and control over the data such as deletion.

"In today's age of the connected customer, a strong blend of rigor and magic is required from brands and marketers to manage communications effectively--we have huge opportunities as consumer curiosity grows--but also so much at risk from getting it wrong," said Janet Snedden, deputy managing director at Amaze One.

"We need to earn the trust of our customers by making each and every interaction count. Intelligent data should drive personalized, insightful communications that add value and enhance the customer experience. To get this right we must better understand the tone of voice tailored to the individual."

Tags: data collection, personal data trends, personalization, privacy, UK

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