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PERSONALIZATION IN THE AGE OF PRIVACY
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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
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5% of solutions removed from 2018 to 2019 8% unique companies added Net growth of 3%
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Marketers struggle… …with increased complexity
Outstripping Marketing’s ability to cope
Impacting productivity and impeding results
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Presentation Title
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
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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
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Presentation Title
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
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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
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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
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Presentation Title Page 10
91% want it 35% find it creepy 60% real-time promotions 80% don’t want geo
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Presentation Title
Changing Privacy Expectations
Increase privacy regulation
Increased awareness and sensitivity
Increasing technological opt-out
Increasing competitive pressure
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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
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Non-compliance
Cookie walls are almost certainly non-compliant with GDPR
Widely used and deployed
Can see 90%+ affirmative consent
Image by Albert Skibinski via bleepingcomputer.com Terrible UX – high bounce, high risk
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Moving beyond the grey banner
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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
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Privacy Theater
Most brands are under-delivering on privacy
Compliance cosmetics
Wait & see
Generous interpretations
Compare to Apple
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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 Business Impact
Change in counsel perspective
Com
plia
nce
Risk
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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
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Modern Privacy UX
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Modern Privacy UX
What if privacy experience was part of customer experience?
The new funnel before the funnel
First impressions matter
Value exchange
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Preference Management
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Progressive Consent
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Com
plia
nce
Risk
Transforming the equation
Lowering compliance risk while maintaining results
Move Privacy UX in to your Customer Experience program
Improved consent rates
More engaged customers Business Impact
Increased LTV