1© GfK 2014 | Connected Consumer | March 2014 JOINING THE DOTS AMONG CONNECTED CONSUMERS From the Big Data Economy to Personal Data Economy Ryan Garner, Research Director GfK UK

2© GfK 2014 | Connected Consumer | March 2014 Connected consumer is here but data is disconnected “Personal data is the new oil of the Internet and the new currency of the digital world.” UK households own an average of 3 different device types that connect to the internet Ofcom 2013 Personalisation is restricted by service provider

3© GfK 2014 | Connected Consumer | March 2014 WHAT IS THE MOST EFFECTIVE WAY TO JOIN UP DATA THAT CREATES VALUE FOR BOTH BRANDS AND CONSUMERS?

4© GfK 2014 | Connected Consumer | March 2014 Personalisation of media content and advertising is the current approach. However, gaining an accurate single person view is very difficult iTunes Radio (cross media personalisation) Apple’s Approach Only a view within the Apple ecosystem Digital tracking is difficult across so many touchpoints Survey work is too unreliable for this particular purpose

5© GfK 2014 | Connected Consumer | March % Claim they have taken steps to block the display of online advertising 47% Claim they want more control over the way their personal data is used Furthermore, consumer behaviours and attitudes are making effective personalisation very difficult Ad BlockingControl 69% Find it creepy the way that some companies use information about them Creepy Source: GfK 2013

6© GfK 2014 | Connected Consumer | March 2014 The impact of the creepiness factor The Uncanny Valley Effect Brand Attachment ABCDEFG Level of Personalisation Chart by Masahiro Mori and Karl MacDorman Source: GfK 2013

7© GfK 2014 | Connected Consumer | March 2014 So what’s the alternative? The shift from the Big Data Economy to the Personal Data Economy Individuals control their own data Individuals are the point of data integration Information is collected, used and disclosed by individuals for their own purposes and according to the individuals own personal privacy settings No issues around single customer view Choice given back individual not filtered by brand/advertiser Personal Data Economy

8© GfK 2014 | Connected Consumer | March 2014 Brands can build stronger relationships with consumers by differentiating on trust/consent “Give a man a mask and he will show you his true face” Oscar Wilde I would provide companies with more information about myself if I could be sure they were not going to share it with anyone else unless I gave explicit permission Source: GfK 2013

9© GfK 2014 | Connected Consumer | March 2014 But consumers want convenience not spreadsheets Choice Engines

10© GfK 2014 | Connected Consumer | March 2014 The future is uncertain but the obstacles are very real Data locked behind walled gardens Proliferation of platforms & devices Uncanny Valley Effect

11© GfK 2014 | Connected Consumer | March 2014 Three alternative considerations: 1.If data is the ‘oil’ of the information age, then trust will be the driver of brand preference and loyalty among customers 2.There’s nothing new about customer centricity but being customer driven can avoid creepiness and increase brand attachment 3.Remove the complicated algorithms, profiling and personalisation. Becoming a choice engine gives control back the customer and allows the brand to differentiate by filtering around the edges