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Data Personalization

Hi- I’m Fabrice, the Founder and CEO of Diggen. I live in Southern California, but grew up on the East Coast. I’m largely passionate about startups, technology, and a big foodie. So why does this information matter? What’s the point of me giving you an inside look into who I am? Simple. Data Personalization.

The Purpose of Personalizing

Do you prefer these black shoes or those blue shoes? Do you want to be bothered in the morning, or in the evening? In my brief description above, you only learned a few things. I didn’t tell you what types of food I like. I didn’t share where in Southern California I live. Since consumers are complex, the software needs to be as equally complex. As a marketer- it’s your goal to create real-time personalized experiences for consumers, without coming off as creepy. Ultimately creating more relevancy for each consumer, so they become more engaged.

The Problem with Personalization

Consumers are complex. Because there are so many facets to a person, it makes it challenging to know exactly what they are thinking. Our industry has done a horrible job protecting the consumer and establishing digital trust. As a result, consumers are reluctant to release anything about themselves and we, the marketers, end up spending a ton of money on AB testing just to figure out what messages and imagery appeal to different people to create that real-time personalized experience.

But the problem only begins there! The other current challenge we are faced with, is the expectation by consumers to create a personalized experiences. In the ever evolving digital evolution, consumers are more demanding than ever for personalization but they equally demanding that their information is protected.

While 73% of consumers prefer buying from companies that personalize the shopping experience for convenience, 94% are concerned about data privacy and how companies use their data. While these statistics seem conflicting, there are methods to deliver a balance of relevancy and privacy to consumers. “Marketers shouldn’t have to select between relevancy OR privacy, but rather relevancy AND privacy.”

So what’s a marketer to do?

Tweet Quote: “Marketers shouldn’t have to select between relevancy OR privacy, but rather, relevancy AND privacy”

 

Diggen is the middleware. Think of it as the relationship coach in a really bad tug-of-war between partners. Marketers are using more tools and technology to help tailor the experience for customers, but in order to tailor those experiences they need data. There are many data providers out there focused on collecting the data but aren’t necessarily concerned with how the data is being used (which then causes mistrust from the customer). Diggen is the middleman by securely brokering the deal between data providers and the applications using the data. Diggen provides the security customers want, while vetting the data that CRM tools actually need which will then allow businesses to create the personalized marketing experiences that matter.

 

Sources:

http://www.fluiddrivemedia.com/advertising/marketing-messages/

http://www.emarketer.com/Article/Marketers-Stuck-on-Basic-Data-Personalization/1012763

http://www.dmnews.com/marketing-strategy/drizly-chugs-down-data-to-drive-personalization/article/428643/

http://venturebeat.com/2015/07/22/80-of-consumers-have-updated-their-privacy-settings-and-other-barriers-to-personalization/

http://insight.venturebeat.com/state-of-marketing-technology-hyper-personalization?utm_source=vb&utm_medium=refer&utm_content=editorial-post&utm_campaign=somt-personalization-report

http://insight.venturebeat.com/state-of-marketing-technology-hyper-personalization?utm_source=vb&utm_medium=refer&utm_content=editorial-post&utm_campaign=somt-personalization-report

http://0ca36445185fb449d582-f6ffa6baf5dd4144ff990b4132ba0c4d.r41.cf1.rackcdn.com/Make%20It%20Personalized.jpg

https://uploads.www.gigya.com/2015/07/16143453/Gigya_Infographic_2015PrivacyPersonalization.jpg

 

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