{"id":24887,"date":"2020-03-18T06:00:35","date_gmt":"2020-03-18T06:00:35","guid":{"rendered":"https:\/\/www.ceo-na.com\/?p=24887"},"modified":"2020-03-18T18:59:01","modified_gmt":"2020-03-18T18:59:01","slug":"see-people-not-patterns","status":"publish","type":"post","link":"http:\/\/servidor-mxigen1.com\/ceona-antiguo\/business\/innovation-business\/see-people-not-patterns\/","title":{"rendered":"See people, not patterns"},"content":{"rendered":"
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Leading brands are using data to humanize their customer relationship and learning where to draw the line between invasive and inventive.<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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By<\/strong><\/em> Scott Tieman & Javier P\u00e9rez Moi\u00f1o | Accenture<\/a><\/p>\n

Many consumers feel brands don\u2019t know them well enough to serve them in a way that makes them feel special, but when those brands seem to know too much\u2014and act on that knowledge\u2014they can quickly lose consumers\u2019 trust.<\/p>\n

As first-party data takes hold and the industry marks the 25th anniversary of what has been celebrated as one of the first digital banners, Accenture Interactive\u2019s 2019 Consumer Pulse Survey offers greater insight into how brands are creating paths to success with digital advertising campaigns. We surveyed 8,000 consumers in Canada, France, Germany, Italy, Spain, Sweden, the UK and the US to find out their answers.<\/p>\n

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Our research focused on three areas:<\/strong><\/p>\n

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  1. What are consumers\u2019 experiences with digital advertising?<\/li>\n
  2. What are the drivers of consumers\u2019 online purchases?<\/li>\n
  3. What are the most effective data-driven marketing efforts and challenges?<\/li>\n<\/ol>\n

    A big opportunity<\/h1>\n
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    Many consumers feel the automated techniques brands are using to serve them are not effective. The algorithmic recommendations brands make to them, based on their demographics and past behaviors and purchases, don\u2019t accurately reflect their intention.<\/p>\n

    The good news is that there is a big opportunity for brands to take a more mindful approach to data collection and to design a holistic customer experience while doing so.<\/p>\n

    Brands that treat data collection and data strategy as part of the consumer experience can benefit from greater consumer willingness to share information. Providing consumers with value for their data, ensuring that the brand won\u2019t lose or abuse their data, and recognizing consumers in a way that puts them at ease is all part of a better experience.<\/p>\n

    Data gathering, within reason<\/h1>\n
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    Consumers increasingly expect brands\u2019 digital advertising to show they are known and recognized, as long as there is transparency around what the brands are doing with their data. We found that 87% of consumers said it\u2019s important to purchase from a brand or retailer that \u201cunderstands the real me.\u201d However, consumers don\u2019t want brands to go too far and violate their privacy. They have preferences for how they want brands to interact with them digitally, and those preferences may vary with demographic factors, such as age and gender.<\/p>\n

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