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BizReport : Advertising archives : January 03, 2012

How data collection improvements will impact 2012

Data collection is high on the radar of many marketers as we begin 2012. Proper data collection techniques, transparency and even how to better utilize the data collected online. I recently chatted with Krux Digital's Tom Chavez about trends in the data space and what they mean for 2012.

by Kristina Knight

krux.pngKristina: Consumer data became something of a buzzword in 2010 but really seemed to trend upward throughout 2011. What trends are you seeing in the use of and collection of data?

Tom Chavez, Co-Founder and CEO, Krux Digital: Despite how revolutionary the last decade of digital media may seem, we've really only scratched the surface. Our industry is the proving ground for techniques that will soon power consumer experiences across enterprises, organizations, and institutions of every stripe and color. As we head into 2012, I expect to see some interesting shifts:
• 'DMP' will be retired, or at least reconceived. Publishers and marketers. . .will turn their attention to harnessing the value of their first-party data and continue to chart out data strategies that explicitly balance defense (controlling and securing their data) with offense (driving improvements to advertising, content, commerce, sales, and marketing operations).
• Smaller operators will claim a seat at the table. [They] will clamor for 'right-sized' solutions to help them improve site performance and data security, deepen their audience relationships, and develop new data-driven revenue streams.
• Transparency and value exchange will take root. Consumers will demand quality web experiences commensurate with the value of data they're giving up, knowingly or not. Market leaders will commit to respecting consumer preferences, insist that consumer data collection and transfer happen in the plain light of day, and ensure that data owners receive fair compensation for their data.

Kristina: With all the companies out there who help to collect data, you would think that more ad campaigns would show perfect scores. How does the data category need to grow?

Tom: The opportunities to enrich content and commerce experiences using consumer data are limitless. Amazon is a terrific example of a firm that seized on the potential early, and practically wrote the book on how to manage consumer experiences to the benefit of both the user and the bottom line. The average user feels like Amazon knows them because it does. Amazon's customers seldom worry about Amazon invading their privacy. To the contrary, they're delighted by Amazon's intelligent, personal touch.

Kristina: What impact does privacy play on data collection?

Tom: In response to the ever-increasing focus on privacy, the digital media industry's self-regulatory push is already moving well beyond opt-outs and ad unit icons. It has to go beyond abstract policies and rules. It needs to evolve into infrastructure that gives consumers better web experiences while respecting their desire for choice and control. Average consumers know very little--and care even less--about the vagaries of OBA, RTB, and DMPs. But those same consumers absolutely recognize a meaningful experience when it happens and can see plain as day whether or not their choices are being respected.

Ultimately, delivering on meaningful choice is about leading with the value and clearly demonstrating to consumers the benefits they can reap from more relevant, personal web experiences. If we're inviting consumers to the table to have their say, then we need to pay it off with more engaging web experiences.

Tags: advertising data, data collection trends, Krux Digital, online advertising, online data collection

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