Mining everyone's business: Customer data integration in a rich-data ecosystem

Mining Everyone’s Business
Customer Data Integration in a Rich-Data Ecosystem

Jeff DeChambeau
July 27, 2010

We’ve done a great job integrating technology
into many facets of consumption (and life).
By going about their lives,
consumers disclose their activities and interests.
The presence of technology (and data)
in our lives is only going to increase.

Copyright 2010 Moxie Insight. All rights reserved. 2

Privacy advocate utopia

VRM enthusiasts

time “TMI” crew

Data collection utopia


The Johari window
Known to self Not known to self

Known to others Arena Blind Spot

Not known to others Facade Unknown


Agenda

Customer data-sharing habits
Enterprise data gathering
Get smart about data creation and collection


Where does data ownership reside?


Part I:
Customer data-sharing habits


Legacy consumer experience data collection:

Source: PBF Comics

Probably not optimal.
8

“TMI” crew


Hyper-sharers will be around no matter the privacy climate.
Services like twitter, buzz, facebook, and foursquare are designed to entice users to share and over-share.
If you want a speciﬁc type of data, try making it easy for people to share it.
10

Part II:
Enterprise data gathering


Traditional data source types:
publicly available, volunteered,
gleaned/mined, uniquely identifying

12

How much data does the
enterprise need?


Ye Olde Privacy Policy
Apple and our partners and licensees may collect, use, and share precise location data, including the real-time
geographic location of your Apple computer or device. This location data is collected anonymously in a form that
does not personally identify you and is used by Apple and our partners and licensees to provide and improve
location-based products and services. -Apple

“Nonaffiliated third parties are those not part of the family of companies controlled by Citigroup Inc. and/or
Macy's, Inc. We may disclose personal information about you to nonaffiliated third parties.” -Macy’s Credit Card

“We collect your information from the following sources:
• Information you give us, such as during transactions, customer service, surveys, and online registrations.
• Information from other sources, such as consumer reporting agencies, and
• Information automatically collected when you visit our websites, such as via cookies, and in stores, e.g. via
video cameras.”
-Wal-Mart
“We collect it automatically when you visit our Web sites or use our products and services.” -AT&T

15

Consider mobility: Rich, unique,
personal, up-to-date data sources.


I’m cash-poor
but data-rich!


“Public” “Private”


What would it take
to stop this progression?


Part III:
Get smart about data
collection & creation


How do we get smart?
Put on your data-goggles.

Create data-rich customer experiences.

Capture multiple types of data simultaneously.


Movie theater
Facial recognition
Punctuality assessment
Social network analysis
Brand preferences
Emotional responses
Post-event reviews
Repeat visit incentives


Grocery store
Facial recognition
Purchase history
Habit detection/prediction
Recipe suggestions
Suggested up-sells
Emotion detection
VCA path tracking

24

Best practices/words of warning

It’s easier to back up than to catch up.

Use data to make better experiences for
your customers, not just to make more money.

If you’re using customer data to improve the customer
experience, chances are good that people will allow it.


Key takeaways
There exists tremendous opportunity to use data to segment
customers and understand their behaviors.

This is accepted or ignored by customers, who abide by privacy
policies that allow for data collection and sharing.

It’s happening, it’s going to keep happening, and your
competitors are probably looking into it--if not already users.


Questions
How much sway could public policy have?

If we can, do we increase sales at the expense of customer well-being?

Like with everything, there will be a black market. How will we respond?

What rights do consumers have over “their” data?

If there is a line that the enterprise doesn’t cross, where is it?


Jeff DeChambeau
jeffd@moxieinsight.com
416.836.8880

Mining everyone's business: Customer data integration in a rich-data ecosystem

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