tag:econsultancy.com,2008:/topics/privacy-data-protection Latest Privacy & data protection content from Econsultancy 2017-06-27T10:45:00+01:00 tag:econsultancy.com,2008:BlogPost/69187 2017-06-27T10:45:00+01:00 2017-06-27T10:45:00+01:00 Channel 4 on the future of TV, personalisation & GDPR Ben Davis <h3>"We've got hundreds of millions of data points"</h3> <p>We began by discussing what Channel 4 does with its data. A picture emerges of a broadcaster that is on the cusp of truly data-driven engagement with viewers.</p> <p>"We’ve got five years' worth of first party data," says Rose, "from 15 million registered users, for whom we have age, demographic, email and postcode, then obviously their viewing history and that’s really really rich now - it’s hundreds of millions of data points."</p> <p>The work that the data science team does with all this data falls into two categories - commercial and creative. Rose describes the commercial side as pretty well understood in the market now- trading models and trading products for the on-demand service (All 4) which enable the serving of targeted advertising to audiences.</p> <p>Whilst some of this commercial work, according to Rose, is still "groundbreaking and innovative", she adds that much of it is becoming more mainstream now. It's on the creative side where the exciting stuff is really starting to happen.</p> <p>All 4 now segments its audience not by age and socioeconomic group but by tastes and viewing habits. Rose says: "We’re serving nine segments using content curation, content promotion and tailored content communications which reflects your viewing history so it’s more relevant to you."</p> <p>However, personalisation doesn't stop at nine different segments - Rose says that the company has "just completed algorithmic work on recommendations so that we're not just curating content for the nine segments but we are also making recommendations to every single user based on their individual history."</p> <p>This truly personalised content is surfaced on the All 4 homepage, enhancing both the consumer's experience and monetisation opportunities. It's a turning point for the platform. "Actually, it’s really exciting," says Rose, "the longstanding work of our data science team is finally coming to fruition within All 4 and we can see it working. We get the results every day, we’re able to see what works and what doesn’t and then iterate again. It’s a genuinely exciting process."  </p> <p>The data science team that makes it all possible is currently twelve-strong at Channel 4. It's made up of a mix of more experienced data scientists with graduates and PHD students who split their time between academia and industry.</p> <p>What's particularly interesting is the role of data strategist. The company employs two people in this particular role, which Rose describes as "the bridging point between the data science team, who work on the models that we put into our products, and the rest of the business."</p> <p>"That provides a language," Rose continues, "between two otherwise quite disparate departments in Channel 4, to make sure we do something that’s meaningful and impactful and can actually be launched into our products."</p> <p><img src="https://assets.econsultancy.com/images/0008/7006/sarah_rose.jpg" alt="sarah rose" width="200" height="200"></p> <p><em>Sarah Rose, Director of Consumer Insight at Channel 4</em></p> <h3>"We're not doing what Netflix does."</h3> <p>The logical question to ask Rose was about how this behavioural data - viewing habits, completion rates, demographics etc. - how this is fed back into the commissioning process. Does it actually impact what Channel 4 commissions?</p> <p>"It will be part of it," says Rose, "broadcasting has been around for a very long time and we have all sorts of research that informs what is commissioned and how we should schedule those programmes, not least professional experience, never mind the data we give the commissioners. So it’s definitely used but I wouldn’t say it dictates what we commission.</p> <p>Rose expands on this idea: "We’re not doing what Netflix does which is working out a supposedly magic combination of a particular setting, length of film, actor etc. We’re not there and I doubt whether we’ll ever want to get there."</p> <p>Though perhaps overegged in the media, the methodology that Netflix uses during commissioning has fascinated those in the industry for a number of years. Famously, the company had identified Kevin Spacey movies as having broad appeal amongst its audience before it decided to get involved with the House of Cards remake.</p> <p>Netflix's ability to pinpoint tens of thousands of very specific film genres is impressive, but Channel 4's approach is something a little different, more suited to its position as a UK brand with a distinctive output.</p> <p>Rose says "We are more broadly creative - we’re calling our work with All 4 'smart curation'. We were trying to find a term that captures the fusing of algorithmically-driven computer science with editorial overlay and a human taste palette, if you like, to help decide what makes sense rather than simply what a computer churns out."</p> <p>"We’ve got a combination of the two at the moment," she says, "and that’s as far as we’ll ever want to go, we’ll always want Channel 4 overlay. We want to be curator of choice, but we also want to inform that curation with what we’re able to track of individual viewing habits."</p> <p>To put it as clearly as possible, Rose sums it up thus: "Are we commissioning based on data alone? - no. Are we using data to help understand what viewers like and what else they might like? - absolutely." </p> <p><img src="https://assets.econsultancy.com/images/resized/0008/7007/netflix-blog-flyer.jpg" alt="house of cards" width="470" height="353"></p> <p><em>Netflix's data reportedly revealed Kevin Spacey's appeal across viewer demographics</em></p> <h3>"On-demand is falling seamlessly into... living rooms."</h3> <p>All 4 is available on a variety of platforms - iOS, Android, PC, smart TVs, (all of which require viewers to register with Channel 4) or through gatekeepers Sky, BT and Virgin (which are closed platforms with no Channel 4 registration, much like traditional linear TV).</p> <p>According to Rose, the broadcaster uses "some data modelling which helps determine what big screen viewers like, without having them registered," though she adds that "obviously our ultimate ambition is for registration to be everywhere."</p> <p>Despite being limited to household data for some big screen viewing, the insights that Rose's team can draw from All 4 viewing data are fascinating.</p> <p>"I could talk about this forever," she says. "It’s really hard to sum up in a couple of sentences what's happening with on demand services, and this will be the case with all broadcasters now, not least iPlayer. On-demand is now so widely used and the breadth of audience demographic is so vast, that it’s no longer about ‘top shows’ being watched on the platform."</p> <p>"It depends on the demographic and your habits. We have the Walter Presents service freely available online, though sometimes with a stunt launch where the first episode is shown on More 4. Walter attracts an older demographic, they come in pretty much exclusively for that, they watch a lot of it, the completion rates are extraordinarily high, there’s real loyalty and that’s great for us."</p> <p>"Then you’ve got shows such as Made in Chelsea or Hollyoaks where we’ve got much younger viewers regularly coming in for those brands. Some of our viewers only watch those shows on demand because then it’s on their own terms, they’ve got young kids perhaps, and when Hollyoaks is broadcast it’s just not their time to watch telly. They know it’s going to be on All 4 and they can watch it on a tablet in their bedroom or second screen, or whatever it might be."</p> <p>"Some programmes, such as Made in Chelsea, see as much as half of their viewing on demand. Other programmes, like eight o’clock lifestyle programmes for example, are still vastly viewed on linear TV."</p> <p>One major trend that the broadcaster has noticed over the last year has been on-demand viewing on the big screen, often enabled by devices such as the Fire Stick or Chromecast. Rose points out that this is a market trend and says that "When people can get a show on to the big screen, they will do, with mobile and tablet becoming a second option either when you can’t get to your TV or when you’re out and about."</p> <p>Rose stresses that though her team thought this would happen, "it’s really happened in the last year." She adds that smart TVs and casting are great for Channel 4, because the viewers must be registered here and therefore the broadcaster can serve them what they like, but on the big screen where they’re happy to keep watching. </p> <p>"On demand is falling seamlessly into audience viewing habits in their living rooms," she says. "It’s a complement to linear TV; our audience are learning to consume content in a multitude of ways which suit them and their lifestyles."</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/7008/fire-blog-flyer.jpg" alt="amazon fire stick" width="470" height="209"></p> <p><em>Amazon Fires Stick - casting is a big trend</em></p> <h3>"One of the key battlegrounds... is the discoverability of our content"</h3> <p>From discussion of casting devices such as the Fire Stick, it seemed obvious to ask Rose about new user interfaces such as voice control. Is Channel 4 ready for a change in the way people ask their device for content?</p> <p>"We’re watching the rise of voice with interest. Sky Q has already adopted a voice recognition technology, which is great, and good for us on that platform. YouView has just adopted Alexa, so it’s definitely coming and therefore we’re looking at it."</p> <p>"One of the key battlegrounds for broadcasters in this technological age is the discoverability of our content, then the attribution of it to us, so we have to look at all options to encourage and enhance that."</p> <h3>GDPR is "not a mindset change..we are here to serve our consumers"</h3> <p>The General Data Protection Regulation has become a pressing issue for most companies. We are less than a year out, at time of writing, from the 25th May 2018, when the regulation comes into force in the EU and UK.</p> <p>I asked Rose about how Channel 4 is approaching the matter, and although they take it very seriously, it seems previous work on viewer registration and consent has largely stood in good stead.</p> <p>Rose says she is running a steering group internally that has put in submissions to various consultations that have been run. She says, "People across the whole business are poring over this, thinking about how we talk to our consumers. We take this unbelievably seriously, even before the introduction of this increased regulation, but actually we’re coming from quite a good starting point."</p> <p>"Our viewer promise has won awards. We’re very clear and transparent with our viewers about what we do with their data, you can see it all on our site and can opt out at any time. Very few people do, but the fact that some people do is of some reassurance to us that the system is working and when they want to exercise that choice they are able to."</p> <p>The viewer promise that Rose refers to was famously <a href="http://www.channel4.com/4viewers/viewer-promise/ourpromise">fronted by Alan Carr</a> in a campaign back in 2012 that sought to reassure viewers ahead of compulsory registration to view.</p> <p><img src="https://assets.econsultancy.com/images/0008/7005/alan.jpg" alt="alan carr" width="600"></p> <p><em>A still from the Alan Carr viewer promise campaign</em></p> <p>It's this promise and the work that has ensued that leads Rose to say "we’re not starting from zero as I think many others across other sectors are."</p> <p>This lack of oversight in some sectors is obvious to see in news headlines from the ICO over the past few months. In June 2017, <a href="https://ico.org.uk/about-the-ico/news-and-events/news-and-blogs/2017/06/morrisons-supermarket-chain-fined-for-flouting-customers-marketing-wishes/">Morrisons was fined</a> for emailing consumers who had opted out of marketing, inviting customers to change their preferences to receive money-off coupons. Flybe and Honda were fined in March 2017 for similar offences, with Flybe even offering entry to a prize draw for those that updated their preferences.</p> <p>Despite being ahead of the game somewhat with its pioneering and transparent work on data protection, Channel 4 is looking at reviewing its viewer promise, with Rose saying that "irrespective of GDPR we were already allocating time and creative budget to update that. In time, you'll see a new version of Alan. When we did it originally, it was to introduce viewers who weren’t familiar with this at all, really, and their question was 'Why should they trust us?' Now the market is much more mature."</p> <p>Rose adds, "Quite a lot of what the regulations are moving towards, we already do. We’re doing a drains up approach though, we want to continue to exemplify best practice in this area."</p> <p>"As a whole, the broadcasting sector is pretty hot on these things because our lifeblood is our audience, we are here to serve our consumers," Rose says, continuing, "At Channel 4, obviously we are a public service broadcaster. Our viewers are of the utmost importance to us; we have a very strong relationship of trust with them. Preserving that relationship is critical to us</p> <p>Rose says GDPR is "not a mindset change" at Channel 4. That's certainly something we've pointed to on the Econsultancy blog before - this is a very serious subject, but brands <a href="https://econsultancy.com/blog/69119-gdpr-needn-t-be-a-bombshell-for-customer-focused-marketers">should already be thinking</a> in terms of maximum trust and transparency.</p> <p><strong><em>If you've enjoyed this article, check out <a href="https://goo.gl/nJMlTI">this year's Festival of Marketing</a>, 4-5 October in London, where the 12 stages of content include Personalisation, AI, Data and Analytics, and more.</em></strong></p> tag:econsultancy.com,2008:BlogPost/69119 2017-05-31T12:27:00+01:00 2017-05-31T12:27:00+01:00 GDPR needn't be a bombshell for customer-focused marketers Ben Davis <p>Best practices that have been identified for some years will likely be enough for marketing to fall in line, alongside one or two changes to your data strategy.</p> <h3>But many businesses don't feel ready</h3> <p>As pointed out <a href="https://www.marketingweek.com/2017/05/25/gdpr/">in Marketing Week</a>, only 54% of businesses surveyed by the Direct Marketing Association (DMA) expect to be compliant come May 2018. This may partly be due to ICO definitions when it comes to lawfulness of data processing.</p> <p>The GDPR sets out a number of legal bases available for processing personal data (<a href="https://ico.org.uk/for-organisations/data-protection-reform/overview-of-the-gdpr/key-areas-to-consider/">read them here</a>). One of these states that data processing is lawful if 'necessary for the purposes of legitimate interests....'</p> <p>The question is – what does 'legitimate interests' mean? GDPR states that direct marketing is indeed a legitimate interest, though the ICO has given no further guidance. The ICO and GDPR do make clear, though, that where consent was sought under previous EC regulations 'you will not be required to obtain fresh consent from individuals if the standard of that consent meets the new requirements under the GDPR.'</p> <p>In short, using personal data to power direct marketing shouldn't be a problem if you have already communicated with the consumer in the right way.</p> <h3>Plain language FTW</h3> <p>So, what is the right way to communicate with people? The right to be informed means that users should be supplied with a whole raft of information about how their data may be processed (<a href="https://ico.org.uk/for-organisations/data-protection-reform/overview-of-the-gdpr/individuals-rights/the-right-to-be-informed/">read the list here</a>).</p> <p>Much of this is unchanged, but in <a href="https://ico.org.uk/for-organisations/data-protection-reform/overview-of-the-gdpr/individuals-rights/the-right-to-be-informed/">a neat summary of GDPR</a> advice for small businesses, the EC makes clear that what is important here is the use of plain language – telling the user who you are, why you are processing their data, how long it will be stored and who receives it.</p> <p>This is one of the important points of GDPR, which necessitates that information should be 'concise, transparent, intelligible and easily accessible', as well as 'written in clear and plain language, in particular for any information directed towards a child.'</p> <p>Marketers worth their salt will hopefully already have been working towards these ends, as well as demanding 'clear affirmative action' when a user gives specific and informed indication of their wishes.</p> <p>Any marketers out there who are still persisting with checkboxes that come pre-clicked will need reminding of the penalties that failure to comply with GDPR can bring, not to mention the fact that the consumer expects better (though it should perhaps be noted that the fines widely reported of 4% of annual turnover are a worst case scenario for the biggest GDPR trangressions where no mitigation is attempted).</p> <p><img src="https://assets.econsultancy.com/images/0008/6434/gdpr.png" alt="gdpr" width="615"></p> <h3>Data breaches pose a challenge</h3> <p style="font-weight: normal;">A recent survey of 187 marketing and advertising companies by Irwin Mitchell (conducted by YouGov) revealed that 70% of respondents were uncertain of their ability to detect a data breach. Only 37% said they would be equipped to notify users within the GDPR-required 72 hours.</p> <p style="font-weight: normal;">There are criteria for what constitutes a breach (<a href="https://ico.org.uk/for-organisations/data-protection-reform/overview-of-the-gdpr/breach-notification/">read them here</a>) and the ICO advises businesses to 'make sure that [their] staff understands what constitutes a data breach, and that this is more than a loss of personal data.'</p> <p style="font-weight: normal;">Marketing as the voice of the customer may be able to play a role here in helping IT and data officers to communicate with the wider business about what is required.</p> <h3>Profiling regulations may guard against the dangers of AI?</h3> <p>GDPR dictates that any profiling using customer data that has a significant or legal effect, for example when processing loan applications, must give the customers the right to contest the decision. The business must also have a person, not a machine, checking the process if it ends in failure.</p> <p>This doesn't apply to all automated processes but is particularly pertinent where data is used or predicted about a person's health, behaviour, location, movement, performance at work and similar.</p> <p>There's an important point here about the need for marketers and data officers to protect against the runaway efficiencies of machine learning. Where any algorithm is used with such personal data, marketers should understand and be able to explain the outcome.</p> <p>These regulations are not particularly novel but they are becoming more and more relevant. Fairness is an important part of data processing, and the ICO includes a whole raft of guidance on big data and machine learning (<a href="https://ico.org.uk/media/for-organisations/documents/2013559/big-data-ai-ml-and-data-protection.pdf">read it here</a>).</p> <h3>Behavioural targeting is a grey area</h3> <p>Targeted advertising is one area set to change under GDPR as the regulations say that behaviour tracking, even when users are pseudonymous (but are still served ads as unique users), uses personal data tied to IP addresses and cookies.</p> <p>The guidance dictates that a data protection officer must be appointed if you carry out behaviour tracking on a large scale.</p> <p>What does this mean for advertisers? Well, <a href="http://www.osborneclarke.com/insights/the-gdpr-10-things-adtech-businesses-need-to-know/">Osborne Clark reckons</a> that 'a business which pseudonymises all data may potentially find it easier to justify processing under the “legitimate interests”.' However, <a href="https://adexchanger.com/data-driven-thinking/eus-general-data-protection-regulation-favor-digital-ad-giants/%20">writing for AdExchanger</a>, David Raab argues that some businesses may be more cautious with their data and this could play into the hands of Google and Facebook.</p> <p>Raab says that "stricter data regulations also will give the big companies even more reason to be cautious about sharing data they’ve gathered – data that marketers want to access in as much detail as possible for their own purposes. The result will be even greater reliance on the giant firms to select the audiences for advertisements because marketers will have less data to do the targeting themselves."</p> <p>This may be overdoing it a tad, but publishers will certainly have to work with adtech providers to make the right information available to users, whether in notifications (popups) or publicly available on site.</p> <h3>Privacy by design </h3> <p>Ultimately, what GDPR is pushing businesses towards is privacy by design. That is, understanding privacy as a central tenet of any project you undertake.</p> <p>As such, the ICO provides <a href="https://ico.org.uk/media/for-organisations/documents/1595/pia-code-of-practice.pdf">a handy code of practice</a> for a privacy impact assessment, designed to help businesses take account of anything that will impact on privacy during a new project, or to reassess the privacy of current systems.</p> <p>The concept of privacy by design is nothing new and nor are these assessments, but they do now become mandatory for 'organisations with technologies and processes that are likely to result in a high risk to the rights of the data subjects'. This is perhaps unlikely for a marketing campaign, but not unheard of. </p> <h3>There's lots more to consider, but customer-focused marketers should follow their instincts</h3> <p>Data protection officers, the right to be forgotten, the right to data portability, new time limits on many requests – there's no doubt there are challenges for organisations, both those in already highly regulated industries and those not.</p> <p>However, the GDPR will be a boon for marketers who already put the customer first during onboarding and subsequent marketing. Yes, lawyers are set to make hay while the sun shines, but by passing <a href="https://ico.org.uk/for-organisations/data-protection-reform/overview-of-the-gdpr/">the ICO overview</a> to all of your marketing team, it's not too late to get ahead of the game.</p> <p><strong><em>To get prepared for the GDPR, book yourself onto Econsultancy's <a href="https://econsultancy.com/training/courses/big-data-driven-marketing-how-to-get-it-right/">data-driven marketing training course</a>.</em></strong></p> tag:econsultancy.com,2008:BlogPost/69056 2017-05-04T14:11:38+01:00 2017-05-04T14:11:38+01:00 Bloomberg's Trigr will let advertisers deliver custom ads based on market conditions Patricio Robles <p>"Advertisers are clamoring to reach the right audience with the right content," Derek Gatts, Bloomberg Media's global technology and product head, told AdAge. "But there isn't a lot of conversation aligned with the 'when'."</p> <p>He further explained, "When markets are moving, our traffic booms. We saw that with the instability in Greece, Brexit, the US election – people come to Bloomberg when there is instability in the market because they want to know what the next steps are for their portfolio."</p> <p>Markets, of course, move up and down, and the direction they're moving can dramatically influence the moods of the people who are involved in them.</p> <p>As Bloomberg sees it, this creates an opportunity for advertisers to serve different messages that are appropriate in the context of what's happening in the markets. For example, Gatts says, "Luxury brands want to identify an audience that can spend $25,000 for a Rolex. What better time to advertise to an affluent audience than the moment they just made a ton of money?"</p> <p>With Trigr, advertisers can set triggers to deliver different creative based on granular market-based criteria, such as the performance of broad and category-specific indexes like the S&amp;P 500, various commodities, and stock exchanges in specific countries. Bloomberg will also give advertisers the ability to create triggers around a select number of specific companies.</p> <p>Trigr ads will be sold on a CPM basis and the Trigr technology is based on Bloomberg's own ad server, so Bloomberg can integrate it into any of its offerings that contain advertising, although it did hint that Trigr might be applied to ads "beyond Bloomberg's walls" as well.</p> <h3>The rise of emotional advertising?</h3> <p>Interestingly, Bloomberg's unveiling of Trigr comes at a time when Facebook has sparked interest in the idea of advertising to consumers based on their emotions.</p> <p>The world's largest social network is <a href="https://www.theguardian.com/technology/2017/may/01/facebook-advertising-data-insecure-teens">under fire</a> after a leaked internal document obtained by The Australian revealed that Facebook had told advertisers it can identify when young users feel "stressed," "defeated," "overwhelmed," "anxious," "stupid," "useless" and like a "failure." That knowledge of users' emotional states could in turn be used to target these users with advertisements.</p> <p>Facebook now claims that it doesn't allow advertisers to target users based on its analysis of their emotional states, but Antonio Garcia-Martinez, a former Facebook product manager, <a href="https://www.theguardian.com/technology/2017/may/02/facebook-executive-advertising-data-comment">claims</a> the company <em>could</em> do this and questions why it would mention the capability in a presentation for advertisers if it had no intention of allowing those advertisers to use it. According to Garcia-Martinez, "The hard reality is that Facebook will never try to limit such use of their data unless the public uproar reaches such a crescendo as to be un-mutable."</p> <p>But while Facebook's capability might cast doubt on the concept of emotion-based advertising, Bloomberg's Trigr demonstrates that there are probably reasonable proxies for emotion that don't rely on mining user data and thus aren't so creepy for advertisers to use.</p> <p>The real question, of course, is just how powerful this will be in the real world. There's no doubt that a major market move might make some individuals happy for a day or two, but will it be enough to convince them to shell out $25,000 for Rolex watches and other luxury goods that they wouldn't have purchased otherwise, or would have purchased well in the future instead? Thanks to Trigr, advertisers will soon have the ability to find out.</p> tag:econsultancy.com,2008:BlogPost/68945 2017-04-03T14:01:17+01:00 2017-04-03T14:01:17+01:00 Thanks to politicians, ISPs could soon become the dominant digital ad players in the US Patricio Robles <p>One of the obvious goals of these acquisitions is to stake out a better position in the booming digital advertising market, which surpassed television ad spending last year in the US and is now worth more than $70bn annually.</p> <p>But now, ISPs may have an even easier time realizing their digital advertising dreams thanks to the US House of Representatives and Senate voting to pass S.J. Res. 34, a measure that kills consumer broadband privacy rules that the Federal Communications Commission (FCC) <a href="https://www.fcc.gov/document/fcc-adopts-broadband-consumer-privacy-rules">enacted last October</a> which required ISPs to get consumers to give them permission to collect sensitive data, including their browsing histories, geolocation data, and financial information. Additionally, the rules required ISPs to be more transparent about their data collection and sales practices.</p> <p>US President Donald Trump is expected to sign S.J. Res. 34.</p> <p>Once that happens, as DSLReport's Karl Bode <a href="http://www.dslreports.com/shownews/The-GOP-Just-Killed-Consumer-Broadband-Privacy-Protections-139244">notes</a>, "there's arguably little to prevent ISPs from doing whatever they'd like with your personal information, including selling it to [third-party] companies."</p> <h3>Disappointment and outrage</h3> <p>Not surprisingly, many observers expressed disappointment and even outrage at the vote, which saw S.J. Res. 34 pass in both the House and Senate by a slim margin along party lines. <a href="https://www.eff.org/deeplinks/2017/03/congress-sides-cable-and-telephone-industry">According to</a> the Electronic Frontier Foundation (EFF), once President Trump signs S.J. Res. 34 the internet is going to become a less friendly and potentially downright scary place for US consumers:</p> <blockquote> <p>...big Internet providers will be given new powers to harvest your personal information in extraordinarily creepy ways. They will watch your every action online and create highly personalized and sensitive profiles for the highest bidder. All without your consent.</p> <p>This breaks with the decades long legal tradition that your communications provider is never allowed to monetize your personal information without asking for your permission first. This will harm our cybersecurity as these companies become giant repositories of personal data.</p> <p>It won't be long before the government begins demanding access to the treasure trove of private information Internet providers will collect and store.</p> </blockquote> <p>While such dire predictions are not guaranteed to come true, most tech industry observers and experts have expressed significant concerns that the elimination of the FCC's privacy rules would leave consumers vulnerable. Indeed, it would appear that, absent a regulatory change of heart, ISPs will now be free to collect data, and sell and use it, without many restrictions.</p> <p>So what happened? Members of the House and Senate recognized what was at stake. Democratic critics of S.J. Res. 34 <a href="https://arstechnica.com/tech-policy/2017/03/for-sale-your-private-browsing-history/">warned</a> that the measure would make ISPs "more powerful than Amazon and Google." And they raised the privacy implications. "Just last week I bought underwear on the Internet. Why should you know what size I take or the color?" Rep. Michael Capuano asked his colleagues during debate.</p> <p>But Republicans who voted for S.J. Res. 34 expressed concern that the FCC's privacy rules "arbitrarily [treat] Internet service providers differently from the rest of the Internet" and thus represent "government intervention in the free market." They argued that this benefited search engines and social networks, namely Google and Facebook, who use their massive data troves with minimal restriction to dominate the digital ad market.</p> <p>Of course, users can more easily choose not to use Google and Facebook than they can not to use an ISP, and there are steps they can take to limit tracking when they use internet services. On the other hand, ISPs have the unique ability to track every single site a customer visits, which is why there is so much disappointment and outrage over S.J. Res. 34.</p> <p>The unfettered ability to use and sell that browsing history data will put ISPs in position to make big moves in the digital advertising market and for better or worse, nobody should expect them to delay.</p> tag:econsultancy.com,2008:TrainingDate/3173 2017-03-21T11:32:05+00:00 2017-03-21T11:32:05+00:00 Google Analytics Advanced - Optimising your Site <p>Research by Econsultancy has shown that over 70% of companies now use Google Analytics systems to report online performance. However, frequently the tool hasn't been configured to tailor reports to make full use of its capabilities and drive business results.</p> <p>This practical small group workshop will help you get the most out of Google Analytics to improve your tracking, website and marketing campaign efficiency. Submit your own site during the workshop, and you'll have an opportunity to have it reviewed, with recommendations on "quick win" improvements for you to consider made by the expert trainer.</p> tag:econsultancy.com,2008:TrainingDate/3172 2017-03-21T11:31:16+00:00 2017-03-21T11:31:16+00:00 Google Analytics Advanced - Optimising your Site <p>Research by Econsultancy has shown that over 70% of companies now use Google Analytics systems to report online performance. However, frequently the tool hasn't been configured to tailor reports to make full use of its capabilities and drive business results.</p> <p>This practical small group workshop will help you get the most out of Google Analytics to improve your tracking, website and marketing campaign efficiency. Submit your own site during the workshop, and you'll have an opportunity to have it reviewed, with recommendations on "quick win" improvements for you to consider made by the expert trainer.</p> tag:econsultancy.com,2008:TrainingDate/3171 2017-03-21T11:29:32+00:00 2017-03-21T11:29:32+00:00 Google Analytics <p>Research by Econsultancy has shown that over 70% of companies now use Google Analytics systems to report online performance. However, frequently once the tool is in place there seems to be a "what next" moment.</p> <p>This practical, small group workshop will help you to get started with Google Analytics, offering you plenty of practical tips and shortcuts.</p> <p>You'll learn how to get useful information from the tool so you can begin optimising your site, online marketing and content.</p> <p>Your website will also be viewed by an industry expert, who will make recommendations as to the best starting points for your own analysis.</p> tag:econsultancy.com,2008:TrainingDate/3170 2017-03-21T11:28:33+00:00 2017-03-21T11:28:33+00:00 Google Analytics <p>Research by Econsultancy has shown that over 70% of companies now use Google Analytics systems to report online performance. However, frequently once the tool is in place there seems to be a "what next" moment.</p> <p>This practical, small group workshop will help you to get started with Google Analytics, offering you plenty of practical tips and shortcuts.</p> <p>You'll learn how to get useful information from the tool so you can begin optimising your site, online marketing and content.</p> <p>Your website will also be viewed by an industry expert, who will make recommendations as to the best starting points for your own analysis.</p> tag:econsultancy.com,2008:BlogPost/68886 2017-03-10T14:45:00+00:00 2017-03-10T14:45:00+00:00 10 mega digital marketing stats from this week Nikki Gilliland <h3>Correlation between spam rates and subscriber engagement</h3> <p>The latest report from Return Path highlights how industries that outperform the average on key email marketing metrics (like read rate, reply rate etc.) also see less email delivered to spam folders.</p> <p>While the <a href="https://returnpath.com/downloads/hidden-metrics-email-deliverability/?sfdc=70137000000MhwH" target="_blank">Hidden Metrics of Email Deliverability</a> shows that overall spam placement has increased slightly year on year  - from 13% in 2016 vs 12% in 2015 - levels of positive engagement have significantly improved.</p> <p>In terms of industries, the banking and finance and distribution and manufacturing categories saw just 6% of email delivered to spam folders, while this figure rose to 28% in the automotive category. </p> <p><em>Chart shows percentage of email delivered to spam folders</em></p> <p><img src="https://assets.econsultancy.com/images/0008/4558/Spam_rate.JPG" alt="" width="780" height="353"></p> <h3>Generation X perform four in 10 family travel searches</h3> <p>New research from Bing Ads has revealed how families are searching for holiday inspiration and services online.</p> <p>The <a href="https://advertise.bingads.microsoft.com/en-us/insights/set-sail-for-family-travel-searches-and-clicks" target="_blank">report</a> shows that 59% of searches for family holidays are undertaken by women compared to 41% by men. Similarly, Generation X (those aged 35 to 59) perform four of every 10 searches.</p> <p>Other highlights from the report include how consumers are more likely to use mobile devices to search for inspiration and PCs or tablet devices to make a final reservation. Meanwhile, it appears consumers dream of visiting the beach all year long, meaning companies need to invest in year-round campaigns to capture this evergreen interest.</p> <p><img src="https://assets.econsultancy.com/images/0008/4559/Bing_Ads.JPG" alt="" width="780" height="221"></p> <h3>Nine in 10 consumers concerned about how companies use personal data</h3> <p><a href="http://www.businesswire.com/news/home/20170307005123/en/Global-Study-Ten-Consumers-Concerned-Data-Security" target="_blank">New research</a> from Verint has found that while more consumers crave highly personalised customer service, they are also increasingly sceptical about how businesses collect and store personal data. </p> <p>From a study of more than 24,000 consumers, 80% said they like service that is personalised to their needs (which in turn relies on the use of customer data to deliver). </p> <p>However, 89% of consumers also want to know how companies keep their personal information secure, and 86% insist that they should know when their data is passed on to third parties.</p> <h3>Kinetic emails increase unique click rates by 18%</h3> <p>Experian’s Q4 2016 <a href="http://www.experian.com/marketing-services/email-benchmark-q4-2015.html" target="_blank">Email Benchmark Report</a> has revealed that kinetic emails – i.e. those that include interactive content like carousel navigation - see greater levels of engagement than any other kind.</p> <p>From analysis of seven brands in 2016, kinetic emails were found to increase unique click rates by as much as 18.3% and click-to-open rates by more than 10% compared to standard emails.</p> <p>The report also highlights that email volume increased 17.4% year-over-year, while metrics like click and transaction rates, revenue per email and average order volumes all remained relatively stable during the same period.</p> <p><img src="https://assets.econsultancy.com/images/0008/4557/Kinetic_emails.JPG" alt="" width="609" height="446"></p> <h3>British SMEs grow online exports by more than a third</h3> <p>New data from <a href="https://www.paypal.com/stories/uk/open-for-business-paypal-reveals-online-exports-boom" target="_blank">PayPal</a> has revealed how small and medium-sized businesses benefitted from the record lows of the pound last year. </p> <p>SMEs in the UK saw their rate of growth treble to 34% year-on-year from July to December 2016. Similarly, while there was an uplift in PayPal sales for British businesses overall, the biggest impact was seen on small and medium-sized organisations, with the amount international shoppers spent with UK SMEs rising 13% per transaction in the last six months of 2016. </p> <p>Fashion and sports experienced the highest growth, with a 49% year-on-year increase in goods from these categories sold to international shoppers.</p> <h3>Native video ads boost ROI</h3> <p>Yahoo’s <a href="http://b2bmarketing.yahoo.net/yfp-state-of-native/infographic?utm_source=AYC&amp;utm_campaign=Q12017YFPStateofNative&amp;utm_medium=organic" target="_blank">State of Native</a> report suggests that native advertising continues to reign supreme, with the brand seeing exponential growth of native ad consumption in all regions and across all devices.</p> <p>Data from more than 74.5bn native ad impressions show that publishers have seen a 446.7% lift in eCPMs (effective cost per thousand ad impressions) on native video ad placements compared to display.</p> <p>The report also highlights how consumer engagement for specific apps and devices vary by time of day and location. For example, in the US, users spend the late afternoons and evenings on their smartphones, while their nights are spent on desktop. This is compared to other parts of the world, where nights are typically spent on smartphones. </p> <p><img src="https://assets.econsultancy.com/images/0008/4561/Yahoo.JPG" alt="" width="780" height="286"></p> <h3>Household gifts drive the biggest basket value for Mother’s Day</h3> <p>According to Criteo, Brits are still lacking in imagination when it comes to buying Mother’s Day gifts online.</p> <p>Data reveals that household gifts such as kitchen, laundry appliances and vacuums drive the biggest basket value for online sales. Similarly, gardening tools typically see a boost in sales with spring just around the corner. Last year, there was a 193% increase in units sold in the two week’s leading up to Mother’s Day.</p> <p>In 2016, it was suggested that we spent a total of <a href="http://www.cityam.com/235965/mothers-day-2016-brits-will-spend-928m-this-year-on-mothers-day-gifts" target="_blank">£928m on the day</a>, with this figure expected to rise even higher this year.</p> <h3>TV accounts for 94% of viewed video ads in the UK</h3> <p>New data from <a href="https://www.thinkbox.tv/News-and-opinion/Newsroom/TV-accounts-for-94-percent-of-video-advertising" target="_blank">Thinkbox</a> has revealed that TV accounted for 93.8% of video ads viewed in the UK in 2016. This is the equivalent of 18 minutes and 53 seconds a day.</p> <p>These figures are slightly down on 2015, when TV saw a share of 94.4%. However, other forms of video advertising saw far less engagement, with YouTube accounting for 0.7% of viewed video ads in 2016, while other online video (including Facebook) collectively accounted for 5.2%.</p> <p>The average person is said to have watched 20 minutes of video ads a day in 2016, while total daily video consumption increased to 4 hours, 37 minutes in 2016.</p> <p><img src="https://assets.econsultancy.com/images/0008/4562/Thinkbox.JPG" alt="" width="780" height="435"></p> <h3>Wearables now at an all-time high</h3> <p>The International Data Corporation has revealed that the global wearables market reached a new <a href="http://www.idc.com/getdoc.jsp?containerId=prUS42342317" target="_blank">all-time high</a> in the fourth quarter of 2016. In this period, 33.9m units were shipped, representing a year-on-year growth of 16.9%.</p> <p>A total of 102.4m wearable devices were shipped in 2016 – a figure up 25% year-on-year. Insight suggests this could be due to single purpose devices evolving into hybrid ones, fusing together multiple health and fitness capabilities with smartphone technology.</p> <p>In terms of brand dominance, Fitbit continued to reign supreme, with 22.5m shipments being made over the course of the whole year.</p> <p><img src="https://assets.econsultancy.com/images/0008/4560/IDC_wearables.JPG" alt="" width="457" height="396"></p> <h3>64% of decision-makers say sales and marketing teams could be more aligned</h3> <p>According to a YouGov survey of 725 business leaders, commissioned by Huthwaite International, 92% of respondents believe sales and marketing teams should work closely together.</p> <p>Despite this fact, 64% also say that sales and marketing teams need to do more to facilitate this alignment. </p> <p>When it comes to the benefits of working more closely, 52% cited a consistent message delivered to clients and prospects, while 50% said the opportunity to gain new customers. Just 8% of respondents said they didn’t believe there was any benefit.</p> tag:econsultancy.com,2008:BlogPost/68683 2017-01-09T10:33:22+00:00 2017-01-09T10:33:22+00:00 What can marketers learn from Amazon Go's customer experience? Nikki Gilliland <p>Shoppers are simply required to scan smartphones as they enter, leaving Amazon’s “just walk out” technology to detect exactly what’s being taken and charge it to their Prime accounts.</p> <p>It’s one of the first ever examples of a truly seamless customer experience - a trend that’s <a href="https://econsultancy.com/blog/68652-ecommerce-in-2017-what-do-the-experts-predict/" target="_blank">predicted to be big</a> in the world of ecommerce this year.</p> <p>So, what can we learn from the concept? </p> <p>Here’s a few factors for marketers to consider.</p> <h3>Getting out of the customer’s way</h3> <p>According to Amazon, the store uses a combination of “computer vision, deep learning algorithms and sensor fusion” to create a seamless experience for customers.</p> <p>The concept of walking into a store and out again without any interaction with employees or payments might sound alien – but it’s designed to make shopping as hassle-free as possible.</p> <p>It’s also the antithesis of many retail marketing strategies.</p> <p>Instead of interrupting customers as they use technology, or asking them to interact with the brand online (“like our Facebook page”), Amazon wants the technology to stay hidden (though you do need to have downloaded Amazon's app beforehand).</p> <p>From the success of companies like Uber and <a href="https://econsultancy.com/blog/68375-airbnb-how-its-customer-experience-is-revolutionising-the-travel-industry/" target="_blank">Airbnb</a>, it is obvious that customers crave this kind of hands-off approach. Likewise, they also favour utility and practicality over anything else. </p> <p>With brands that offer a value proposition based on ease and simplicity dominating their fields, Amazon Go aims to provide customers exactly that – without shouting about it.</p> <p><iframe src="https://www.youtube.com/embed/NrmMk1Myrxc?wmode=transparent" width="854" height="480"></iframe></p> <h3>Avoiding over-personalisation</h3> <p>By keeping track of the customer’s every move, Amazon Go will enable the brand to deliver more data-driven marketing than ever before.</p> <p>As customers, we’re used to waiving the right to privacy online, with the knowledge that brands draw on our browsing and buying behaviour in order to deliver targeted messages.</p> <p>In fact, this is now an expectation, with consumers desiring <a href="https://econsultancy.com/blog/68285-six-things-to-consider-when-implementing-personalisation/" target="_blank">greater personalisation</a> for an improved service. Think Spotify's curated playlists or Netflix's movie recommendations. </p> <p>For the first time ever, however, Amazon Go means consumers will waive their right to privacy while shopping in person. From what we put back on the shelf to the route we take while walking around the store – this information is all up for grabs.</p> <p>From a marketing perspective, this also means there is the temptation to over-egg personalisation to the point of being creepy. As a result, issues over consumer privacy could potentially be its downfall.</p> <p>Of course, retail stores have been attempting to track customers for a while, but past examples show that it’s not always accepted. US retailer Nordstrom was previously forced to stop using WiFi to monitor movement in physical stores due to uproar from customers. </p> <p>A few years down the line, will it be any different?</p> <p>Retailers do appear to be recognising that success lies in an intelligent and relevant use of data – not just blind targeting or technology for the sake of it.</p> <p>For Amazon Go, clever targeting executed in a non-intrusive way is the aim, but the question remains whether or not customers are ready and willing to accept it.</p> <p><img src="https://assets.econsultancy.com/images/0008/2835/amazon_go.jpg" alt="" width="650" height="433"></p> <h3>Altering brand perceptions</h3> <p>The Amazon Go experience does not simply end in-store. Data could be used to serve customers even more targeted offers and personalised recommendations on-site.</p> <p>This connection between the online and offline world is evidently another reason behind the ecommerce brand’s foray into retail. </p> <p>After all, a physical experience is often a much better way to create a human connection with customers - especially for a brand like Amazon, which doesn’t exactly offer the most emotionally engaging experience online.</p> <p>With a bricks-and-mortar store, it has the opportunity to break down customer expectations – namely that Amazon offers a single type of service – and reveal a completely new way of interacting with the brand.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Just finished my first trip to <a href="https://twitter.com/AmazonGoAmerica">@AmazonGoAmerica</a> !!! Looooved it!! Who's jealous??? <a href="https://twitter.com/hashtag/AmazonGo?src=hash">#AmazonGo</a> <a href="https://twitter.com/hashtag/Amazon?src=hash">#Amazon</a> <a href="https://twitter.com/hashtag/HappyAmazonian?src=hash">#HappyAmazonian</a> <a href="https://t.co/huRrtBUXHJ">pic.twitter.com/huRrtBUXHJ</a></p> — M (@ThusSpokeLadyM) <a href="https://twitter.com/ThusSpokeLadyM/status/808758908705587200">December 13, 2016</a> </blockquote> <h3>In conclusion…</h3> <p>Amazon’s cashier-free store is by no means a guaranteed success.</p> <p>Currently available for Amazon employees and due to open to the public in the near future – it is an experiment that could easily be shelved. </p> <p>However, it’s certainly an exciting development for the future of retail, and gives marketers an insight into how a seamless experience could lead to greater engagement and satisfaction from consumers.</p>