Personalization in the age of privacy
- 1. PERSONALIZATION IN THE AGE OF PRIVACY
- 2. Personalization: the automatic tailoring of sites and messages to the individuals viewing them so that we can feel that somewhere there’s a piece of software that loves us for who we are. - David Weinberger, 1999 Web personalization is over-rated - Jakob Nielsen, 1998
- 3. 5% of solutions removed from 2018 to 2019 8% unique companies added Net growth of 3%
- 4. Page 4 …with increased complexity Marketers struggle… Impacting productivity and impeding results Outstripping Marketing’s ability to cope
- 5. Presentation Title Page 5 Getting the right architecture True cloud, SaaS architecture Gartner now characterizes on-prem as legacy Can’t let upgrades/fixes/patches slow you down True privacy compliance needs compliant vendors
- 6. Strategy not technology Too easy to select technology to fill gaps in strategy Define the actual end-goals and tactics of personalization before vendor selection Identify data collection & storage requirements in GDPR/CCPA environment
- 7. Presentation Title Page 7 Build for agility Personalization requires content, UX, design, landing pages, campaigns Ability to execute quickly can be more important than data & automation Prioritize best-of-breed & integrations Retain nimbleness
- 8. Optimize then personalize Throwing massive amounts of custom content may not improve conversions With an average of 15% improvement from personalization, consider: • 18% of visitors have disability • Page load >3s can cause 30% bounce rate • 24% of users have ad blockers • Browsers blocking 3rd party cookies • 30-60% opt-out rates in GDPR
- 9. Accelerating Privacy Regulation GDPR – enforcement this year CCPA – landing January 1 California Connecticut Hawaii Maryland Massachusetts Nevada New Jersey New Mexico New York North Dakota Texas Washington
- 10. Presentation Title Page 10 91% want it 35% find it creepy 60% real-time promotions 80% don’t want geo
- 11. Presentation Title Page 11 Changing Privacy Expectations Increase privacy regulation Increased awareness and sensitivity Increasing technological opt-out Increasing competitive pressure
- 12. Page 12 Understanding consent rates Crownpeak has delivered over 21 billion GDPR consent notices Required affirmative accept or decline 17 million individual selections analyzed Variation from 15% to 90% affirmative consent
- 13. Page 13 Non-compliance Cookie walls are almost certainly non-compliant with GDPR Widely used and deployed Can see 90%+ affirmative consent Terrible UX – high bounce, high risk Image by Albert Skibinski via bleepingcomputer.com
- 14. Moving beyond the grey banner
- 15. Page 15 Consent Impacts Consent notice on-brand & integrated to site +24% Explicit accept and decline options 3x increase in “likelihood to share personal data” Perceived value of page +41% on high-value page Language – direct vs vague depends on region 1.5x increase in UK with clear & concise language 1.4x increase in FR & DE with less distinct language
- 16. Privacy Theater Most brands are under-delivering on privacy Compliance cosmetics Wait & see Generous interpretations Compare to Apple
- 17. Business & Risk Tradeoff Some brands have tried, but have backed off Judged that cost is greater than risk Currently perceived risk is low Time is on your side Change in counsel perspective Business Impact ComplianceRisk
- 18. Penalties aren’t the only penalties There’s a cost to negative experiences Lack of trust hurts LTV Consumer stealth is on the rise “Big NO” vs. little no Consent only benefits the company
- 20. Modern Privacy UX What if privacy experience was part of customer experience? The new funnel before the funnel First impressions matter Value exchange
- 23. Transforming the equation Lowering compliance risk while maintaining results Move Privacy UX in to your Customer Experience program Improved consent rates More engaged customers Increased LTV Business Impact ComplianceRisk
- 24. Ian Lowe, VP Marketing Email: ian.lowe@crownpeak.com Linkedin: linkedin.com/in/idlowe