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Read about our views on marketplace changes as well as updates on our research and event programmes.

Privacy: the elephant in the room

Posted: 28th January, 2015 | 0 comments

Today, January 28, is International Privacy Day, a day designed to raise awareness and promote best practices for privacy and data protection. Looking forward, we see four defining trends.

1. Privacy is a personal setting

When push comes to shove, only the individual knows what information he or she feels comfortable sharing with who, in what context, for what purposes. The days of tablet of stone, one-size-fits-all 'privacy policies' announced by organisations in a top down manner as the terms on which a relationship will be conducted are numbered. Blanket privacy policies are being supplemented and, increasingly, replaced by mechanisms and…

It’s goes without saying that marketers want to get closer to customers, to build deeper longer-lasting relationships and to drive brand loyalty. But is the dream of getting ever closer to customers always realisable?

The dream of CRM

The dream has its origins in an early realisation of the potential power of data. Via CRM programmes, loyalty schemes and so on, brands would gather more data about their customers. This data would yield deeper insights. In turn these deeper insights would help the organisation improve its customer offerings – developing products and services that better met customer needs and wants…

This is a condensed version of a talk given by Reuben Binns at the 31st Chaos Communication Congress in Hamburg, Germany in December 2014.

The web is immensely valuable, but many of the free web services we use every day are funded by advertising. As well as being the cause of our current concerns about privacy and surveillance, this business model is also a surprisingly inefficient way of achieving its supposed purpose; that is, matching consumers with products and services they actually want and need.

Targeted advertising – the kind of advertising that funds much of the free web services…

Ctrl-Shift would like to wish every Market Watch reader a Happy Christmas and a prosperous healthy New Year.

Here’s a thought as we look forward to 2015.

In 2014, debates about privacy and data protection moved from the margins to centre stage. That’s important and necessary, but these debates also have drawbacks to the degree that they divert attention from the real opportunity with personal data. In 2015 we need to move on to embrace the economic potential of personal data.

 

Reliabiity and surprise = efficiency and effectiveness

When push comes to shove data is a crucial economic asset…