shared personal data: revolutionizing customer relationship daniel kaplan
TRANSCRIPT
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SHARED PERSONAL DATA:REVOLUTIONIZING CUSTOMER RELATIONSHIPDaniel Kaplan www.fing.org
SHARED PERSONAL DATA:REVOLUTIONIZING CUSTOMER RELATIONSHIPDaniel Kaplan www.fing.org
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Personal Data Are the Lifebloodof Contemporary Marketing
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They're also its poison
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This Is Becoming Expensive… To Everyone
“Jeesh, the super market's beginning to do business just like the phone company!”
Acsel
ComscoreCliff Wirth, CUB
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Consumers May Be Taking Power…But With No Help from Corporations
Level ofcommitment
Transaction /EngagementTransaction /Engagement
Participation /CollaborationParticipation /Collaboration
ContentSharingContentSharing
Evaluation / AppreciationEvaluation / Appreciation
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There Is Another Way
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Let's Take Up a New Challenge:Empowering Consumers by Sharing With Them
All the Personal Data that Businesses Own About Them
"If I Know Something About You, You Know It, Too!"
Graphic:MyDex
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There Is Obvious Value For Consumers…
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… But Everyone Stands to Benefit
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The New Marketfor Personal Information Management Services
Collecting, gathering, producing, storing, referencing, classifying… one's data
Sharing (or not), checking,updating one's data
Analyzing, visualizing, modelizing, comparing… one's personal data
Knowing oneself better,and acting upon it
Managing one's relationship with organizations… And with other consumers
Comparing offers, expressing one's needs, group buying…
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This Is Much More Than a Weird Idea
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Are You Ready to TurnCustomer Relationship on its Feet?
Experimenting consumer empowerment,through the sharing and reuse of the personal data
that organizations own about them