{"id":4250925,"date":"2021-09-30T12:38:41","date_gmt":"2021-09-30T12:38:41","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/addressing-the-data-challenge-to-deliver-optimum-personalisation\/"},"modified":"2021-09-30T12:38:41","modified_gmt":"2021-09-30T12:38:41","slug":"addressing-the-data-challenge-to-deliver-optimum-personalisation","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-uki\/insight\/addressing-the-data-challenge-to-deliver-optimum-personalisation\/","title":{"rendered":"Addressing the data challenge to deliver optimum personalisation"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tAddressing the data challenge to deliver optimum personalisation\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tLizzie Powell\t\t
\n\t\tVP of Growth, Experience and Engineering\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\tDate\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t30 September 2021\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\t\tPersonalisation begins with data. The more insight that can be gathered to improve the experience, the better. Marketing tools and technologies that support data and insight gathering have rapidly advanced over the last few years, but are brands and retailers making the most of the opportunity? We launched a study to find out.\u00a0\t<\/h2><\/div><\/div>\n\n

After uncovering what consumers really <\/em>thought of personalisation in a 2019 consumer survey, we\u2019ve run the study again<\/a> to see if opinions have changed over the last two years. We\u2019ve found clear discrepancies between the type of personalisation features customers want to see, and the data they are willing to share.\u00a0<\/p><\/div><\/div>\n\t<\/div>\n<\/div>\n\n

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Consumer insights<\/p>\n<\/div>\n\n

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\n\t\t\t\t\n\n\t\tWhen we asked if consumers would be willing to share more data with brands if it would improve personalisation, 56% of participants said yes. This is a 4% increase on 2019, widening the gap between those who would and would not to 12 points, rather than four. Despite this, when asked about the data they would be willing to share, we found that consumers are less willing to share specific types of information with brands than they were in 2019, highlighting the gap in consumers\u2019 understanding of what \u2018data\u2019 is or can be.\u00a0\t<\/p>\n\n\n\t\t56% of consumers would share more data to improve personalisation<\/em>\t<\/h2>\n\n\n\t\tThe majority of consumers are more comfortable with sharing information about their preferences than information that has the potential to make them identifiable. The top three data sources that consumers are most willing to share are: favourite brands (59%);\u00a0 hobbies and interests (58%); lifestyle choices (46%). It\u2019s important to note that even these higher performing categories are, on average, 5% lower than they were two years ago, suggesting that consumers are not as comfortable sharing even these types of data as they were in 2019.\u00a0<\/em>

Interestingly, when asked why they may be less comfortable, consumers are actually less concerned about the risks of sharing data than they were in 2019. The concerns have remained in the same order of significance with fear of spam marketing (60%), fear of data being sold (54%), and privacy worries (53%) taking the top three spots. However, there has been an average 7% decrease in these scores across the board. This could suggest that consumers\u2019 digital maturity has accelerated during the period, and\/or that they feel more in control of the data they share and, therefore, less concerned about the \u2018risks\u2019.\u00a0

There are clear discrepancies between consumers\u2019 understanding of the link between data collection and personalisation. But it also seems that those who are aware of the link prioritise data protection over personalisation, with numerous comments saying that efforts are largely in favour of the brands as opposed to shoppers.
\t<\/p>\n\n\n\t\t\u201cThere always seems to be a trade-off when it comes to supplying data to get a discount or offer. The retailers just use this data to predict your shopping habits or sell it on to other retailers.\u201d<\/em>\t<\/h2>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t