SXSW Interactive 2015
Screw privacy, Just give me value for my data
The value exchange between consumers and brands is one of the fundamentals of modern marketing. However, there is a deficiency in the basic public understanding of data usage. Until now, the marketplace has treated the practice of gathering and analyzing big data as a trade secret. This has created an environment of standoffishness with everyday consumers. Does the market have a responsibility to educate consumers on the fundamentals of the data value exchange? Would an open dialogue about data usage facilitate more commercial transactions and increase engagement among shoppers? To that same end, consumers need to shift their perceptions of how brands use their data, and start to trust that the information they are sharing is used in a way that benefits them. Join Bazaarvoice CMO Lisa Pearson and Lee Maicon, Senior Vice President of Strategy at 360i, as they discuss the issue of data literacy and the data value exchange between shoppers and brands.
Share this idea
- Does the marketplace have a responsibility to educated consumers on the fundamentals of the data value exchange?
- Would an open dialogue about data usage facilitate more commercial transactions and increase engagement among shoppers?
- What can consumers do to better educate themselves about their personal data and data usage?
- Consumers now have more control over their personal data than ever before. How can brands convince consumers to share this data?
- Do brands have a responsibility to inform consumers when their data is being used for marketing or advertising purposes?
Brent Robinson, Social media strategist, Bazaarvoice