Download as PDF, PPTX
Uploaded by500 Startups
[WMD 2016] Mozilla >> Jascha Kaykas Wolff "Rethink Collecting Customer Data"
This document discusses the growing "MarTech" space of marketing technology and the risks of companies adopting too many technologies without focusing on privacy and data practices. It notes that most marketing organizations only cite 2-3 major technologies despite the average site having over 75 tracking technologies. The document advocates adopting "lean data practices" to prioritize necessary data collection, implement security protections, and be transparent with users to increase trust and business performance.
More Related Content
![[WMD 2016] Skurt >> Everette Taylor "Fueling growth through emotional intelli...](https://cdn.slidesharecdn.com/ss_thumbnails/06-161104034648-thumbnail.jpg?width=600ounds&width=560&fit=bounds)
![[WMD2016] Closed Loop >> Lance Loveday "It’s OK to trick people to click"](https://cdn.slidesharecdn.com/ss_thumbnails/01-161108002020-thumbnail.jpg?width=600ounds&width=560&fit=bounds)
![[WMD2016] Trinity Ventures >> Steven Dupree "How do I spend my first $10K on ...](https://cdn.slidesharecdn.com/ss_thumbnails/01-161104033616-thumbnail.jpg?width=600ounds&width=560&fit=bounds)
![[CXL Live 16] From WTF to Hell Yes - How to Come Up With Copy That Persuades ...](https://cdn.slidesharecdn.com/ss_thumbnails/jenhavice-160404160628-thumbnail.jpg?width=600ounds&width=560&fit=bounds)
![[Webinar] The Future of Marketing: Five Megatrends of 2018 with Mathew Sweezey](https://cdn.slidesharecdn.com/ss_thumbnails/kapost-20webinar-20-20fom-202018-180117224217-thumbnail.jpg?width=600ounds&width=560&fit=bounds)
![[WMD2016] Digital Marketer >> Ryan Deiss "Automate your ideal sales convo"](https://cdn.slidesharecdn.com/ss_thumbnails/03-161104033018-thumbnail.jpg?width=600ounds&width=560&fit=bounds)
![[U&I SUMMIT 2017] SMASHD Ventures >> James Andrews "Tech, Culture and Hustle:...](https://cdn.slidesharecdn.com/ss_thumbnails/01-170121081553-thumbnail.jpg?width=600ounds&width=560&fit=bounds)
![[WMD 2016] SurveyMonkey >> Elena Verna "Minimize involuntary churn through p...](https://cdn.slidesharecdn.com/ss_thumbnails/involuntarychurn-elenaverna-161104035436-thumbnail.jpg?width=600ounds&width=560&fit=bounds)
![[WMD2016] Pinterest Expert >> Brittany Murlas "Why everyone needs to pay atte...](https://cdn.slidesharecdn.com/ss_thumbnails/02-161104033930-thumbnail.jpg?width=600ounds&width=560&fit=bounds)
![[U&I SUMMIT 2017] Life Beyond Borders >> Dustin Craun "Faith & Funding: Musli...](https://cdn.slidesharecdn.com/ss_thumbnails/500startupskeynote-dustincraun-170126001850-thumbnail.jpg?width=600ounds&width=560&fit=bounds)
![[WMD2016] Price Intelligently >> Patrick Campbell "What you need to know to h...](https://cdn.slidesharecdn.com/ss_thumbnails/05-161108004116-thumbnail.jpg?width=600ounds&width=560&fit=bounds)
![[U&I SUMMIT 2017] FabFitFun >> David Oh "Scalable Growth"](https://cdn.slidesharecdn.com/ss_thumbnails/02-170126001854-thumbnail.jpg?width=600ounds&width=560&fit=bounds)
Similar to [WMD 2016] Mozilla >> Jascha Kaykas Wolff "Rethink Collecting Customer Data"
[WMD 2016] Mozilla >> Jascha Kaykas Wolff "Rethink Collecting Customer Data"
- 1. @kaykas lean data WMD |SAN FRANCISCO NOVEMBER 4TH
- 2.
- 4.
- 6.
- 7. what marketing problemare you looking to solve?
- 8. how fast ismartech growing? 3500+ companies in the ‘MarTech’ space Twice as many as two years ago 87% growth in just the last 12 months Source: Scott Brinker, Chief Martech IN PROCESS
- 9. not focusing onbasics is making us lazy
- 10. hoovering up andhoping for a find
- 11. that hasn’t reallyhurt us. yet.
- 12. Most marketing organizationscite 2-3 major technologies on their website. Ghostery Sept ’16 the risk is increasing
- 13. “With the analysisof millions of real-user data points, Ghostery has found that a large website has an average of 75+ digital technologies” Ghostery Sept ’16
- 15.
- 16. behavior’s are changing Mozillaprimary research ‘16 prefer purpose drive brands want to feel informed, in control index slightly higher/ more aware of privacy Milennial mindset
- 17. conscious chooser’s Mozilla primaryresearch ‘16 total number of internet users conscious choosers 21% 84.5. 57.8 1.46 88.9. 48.5 1.83 91.7 62.4 1.47 91.6. 60.4 1.52 88 61.3 51.8 19.8 CC%. Users % Internet GROWING seek out alternative viewpoints before deciding understand the consequences of consumer decisions act directly about something they feel strongly about work hard to make actions match ideals do what they can to change how they behave to make an effect Break the rules to get what I want
- 18. trust in technology youngadults are most likely to use most strategies to be less visible online percent of adults with varying levels of sensitivity to the following kinds of info 74 56 70 42 71 39 24 17 49 41 37 32 33 29 34 42 41 25 18 16 18-29 30-49 50-64 65+ cleared cookies & browser history deleted/erased something you posted online not used website because it asked for your real name set your browser to disable or turn off cookies used temp. username / email address 62 51 45 49 48 47 9pt Gap 2012 2013 2014 2015 2016 62 6 pt Gap 2012 2013 2014 2015 2016 73 72 74 7275 5 pt Gap trust in business 11 pt Gap technology: a widening trust gap percent trust in business -vs- trust in technology, 5858 54 56 79 77 79 77 80 Pew research ‘16 Edelman Trust Data ‘16
- 19. “Customers trust companiesthat they feel understand them. They respect companies that they believe respect them in return.” Harvard Business Review ‘16
- 20. measuring trust Customer quotient(CQ) study ‘16 CQ: describes and measures five attributes that consumers value in a brand: openness, relevance, empathy, experience, and emotion. A brand’s performance on these measures predicts loyalty outcomes and is clearly correlated to profit (ROA) and growth (revenue) IN PROCESS
- 21. increase trust reduce risk =better business performance
- 22.
- 23. Stay Lean Do Ineed this data to provide the value I’m trying to deliver to users through my business or product?
- 25. Build In Security Whatprotections have I put around the data I’ve collected?
- 26. Encrypt the data Setup access controls Have strict retention periods
- 27. Engage Your Users Isthe way I’m collecting, using and disclosing data clear to my users?
- 29. when you leavehere… Start talking about the importance of customer’s trust Ask you marketing team to develop a trust KPI Explore the Land Data Practices https://www.mozilla.org/en-US/about/policy/lean-data/
- 30.
- 31. trust in technology percentageof young millennial's who use an ad blocker 36% 14% 17% 32% 36% 17% 32% Desktop Ad Blockers 14% Desktop & Mobile Ad Blockers Do Not Use Ad Blocker Mobile Ad Blockers somewhat confidentvery confident not too confident not at all confident don’t know your credit card co. government agencies your landline telephone co. your cell phone co. Your email provider(s) your cable tv co. co.’s/retailer’s you trade with see providers online video sites you use social media sites you use web advertisers that place ads 6 6 6 14 10 10 22 23 26 26 25 25 21 23 21 25 28 24 26 25 24 23 53 24 45 42 41 33 29 30 31 29 31 25 11 15 11 11 16 10 15 19 18 13 9 29 few express confidence that their records will 12 young adults are most likely to use most strategies to be less visible online percent of adults with varying levels of sensitivity to the following kinds of info 74 56 70 42 71 39 24 17 49 41 37 32 33 29 34 42 41 25 18 16 18-29 30-49 50-64 65+ cleared cookies & browser history deleted/erased something you posted online not used website because it asked for your real name set your browser to disable or turn off cookies used temp. username / email address 62 51 45 49 48 47 9pt Gap 2012 2013 2014 2015 2016 62 6 pt Gap 2012 2013 2014 2015 2016 73 72 74 7275 5 pt Gap trust in business 11 pt Gap technology: a widening trust gap percent trust in business -vs- trust in technology, 3 5 5 4 1 2 1 1 5858 54 56 79 77 79 77 80
- 32. 1. Goodwill 2. Amazon 3.Google 4. Kellogg’s 5. PayPal 6. Disney 7. Girl Scouts of America 8. Kraft 9. Johnson & Johnson 10. Dove 11. UPS 12. Home Depot 13. Coca-Cola 14. Microsoft 15. YMCA 16. Save the Children 17. Colgate 18. FedEx 19. Subway 20. CVS Pharmacy 21. Lowe’s 22. World Wildlife Fund 23. Samsung 24. Newman’s Own 25. Target 26. Apple 27. Facebook 28. Ben & Jerry’s 29. Doritos 30. Nestle 31. LAY’S 32. Wikipedia 33. Sony 34. McDonald’s 35. General Electric 36. Whole Foods 37. Lipton 38. Yoplait 39. Trader Joe’s 40. Walmart 41. LEGO 42. Yahoo 43. eBay 44. Canon 45. Procter & Gamble 46. Nike 47. Petfinder 48. Kroger 49. Verizon 50. TOMS 101. Medium 102. Thompson Reuters 103. Zappos 104. LinkedIn 105. Axe 106. Uniqio 107. Tesla 108. Spotify 109. Lyft 110. Comcast 111. Pfizer 112. American Express 113. Method 114. SolarCity 115. Vemeo 116. Unilever 117. H&M 118. Lockheed Martin 119. Eileen Fisher 120. ExxonMobil 121. Boeing 122. Virgin 123. Budweiser 124. Khan Academy 125. (RED) 51. Pepsi 52. Panera 53. SunChips 54. Ford 55. Hewlett-Packard 56. MasterCard 57. NBC 58. AT&T 59. Seventh Generation 60. Chevrolet 61. Intel 62. Southwest Airlines 63. KIND 64. Starbucks 65. IKEA 66. The North Face 67. L’Oreal 68. Levi Strauss 69. Pandora 70. Annie’s Homegrown 71. Adidas 72. Etsy 73. Chobani 74. Toyota 75. Honda 76. State Farm 77. Allstate 78. Chase Bank 79. Honest Company 80. American Airlines 81. ESPN 82. Fitbit 83. NPR 84. Always 85. REI 86. Clif Bar 87. Patagonia 88. Pampers 89. IBM 90. Chipotle 91. Barbie 92. T-Mobile 93. Twitter 94. Geico 95. Oracle 96. Catapiller 97. Time Warner 98. United Airlines 99. Delta Airlines 100. Kickstarter 126. Wells Fargo 127. Cisco 128. Bank of America 129. Chevron 130. Uber 131. BMW 132. Ralph Lauren 133. Citi 134. One Campaign 135. Coors 136. Morgan Stanley 137. Volkswagen 138. VICE 139. Snapchat 140. Heineken 141. Audi 142. Airbnb 143. Salesforce .com 144. Miller Lite 145. Lululemon 146. Goldman Sachs 147. Red Bull 148. Monsanto 149. Marlboro 2016 brand world value rankings
- 33. trust matters http://www.edelman.com/insights/intellectual-property/2016- edelman-trust-barometer/global-results/ recommend themto friend/colleague Shared positive opinion online defended company paid more Most trusted media source criticized companies shared negative opinion online disagreed with others paid more than wanted sold shares 42 26 35 30 18 48 30 38 41 59 68 behaviors for trusted ccompaniesbehaviors for distrusted ccompanies online search engine # 1 Most trusted content creators friends and family # 2 bought shares percent who engage in each behavior based on trust 15 chose to buy products & servicesrefused to buy products/services