{ "docId": "019dd923-5de0-76bd-a16a-f610c00e660e", "docSlug": "b1d85e81f9e2b87a", "documentTitle": "2022 Global Marketing Trends", "authorId": "Deloitte", "authorName": "Deloitte", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "strategy_consulting", "sourceTypeLabel": "Strategy consulting", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 44, "pageCount": 68, "prevPage": 43, "nextPage": 45, "slideType": "situation_overview", "function": "establish_context", "density": "overcrowded", "nDataPoints": 5, "notes": "The slide uses a perspective grid graphic at the bottom, likely representing the 'Relationships first' theme.", "elementsJson": [ "headline_text", "paragraph", "other" ], "metadataConfidence": 0.9, "imagePath": null, "slideHref": "/slides/019dd923-5de0-76bd-a16a-f610c00e660e/44", "deckHref": "/decks/019dd923-5de0-76bd-a16a-f610c00e660e", "deckJsonHref": "/decks/019dd923-5de0-76bd-a16a-f610c00e660e.json", "deckAnchorHref": "/decks/019dd923-5de0-76bd-a16a-f610c00e660e#slide-44", "components": [ { "bbox": null, "kind": "callout", "text": "To explore how the use of personal information can build or erode trust, we examined how consumers perceive specific data interactions, while taking into account the consumer's relationship with the brand.", "attrs": null, "subkind": null, "toolName": "Visual emphasis", "toolSlug": "visual-emphasis", "confidence": null, "componentId": "019dd952-0a67-75d1-8497-e256a4b52a46", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "metric", "text": "net helpful score: 57%", "attrs": null, "subkind": "primary", "toolName": "Quantification", "toolSlug": "quantification", "confidence": null, "componentId": "019dd952-0a67-75d1-8497-e6d2cf3ea3e4", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.45, "w": 0.28, "x": 0.665, "y": 0.095 }, "kind": "paragraph", "text": "In our survey, we presented 10 brand interactions that use customer data and asked respondents to rate the interaction on a scale of creepy to helpful. These ratings were then used to create a \"net helpful score\"—by taking the difference between those who agreed the interaction would be helpful, and those who indicated it would be creepy (we did not include the neutral responses; see figure 1).\n\nFor instance, 68% of respondents said they found it helpful when a brand they regularly shopped with provided them alerts when items go on sale. In comparison, 11% found these alerts creepy, garnering a net helpful score of 57% (the highest score). At the other end of the spectrum, people reacted negatively when it appeared their device was listening to them—for example, you're chatting with a friend about your caffeine craving, and a coffee ad shows up in your social media feed. In this case, 26% suggested this interaction was helpful, while 53% indicated the interaction was creepy (for our lowest net helpful score of -27%).", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "3c8523b1-486b-400f-8992-991706fff42a", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.2, "w": 0.28, "x": 0.05, "y": 0.35 }, "kind": "paragraph", "text": "At the same time, this abundance of customer data can create a paradox within the organization. Cyber teams led by the chief information security officer (CISO) work to protect personal data and adhere to privacy regulations. Meanwhile, their marketing peers seek this same information in the hopes of creating better customer experiences.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "3d37aea3-b180-42fa-8cb5-38f69f897172", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.06, "w": 0.28, "x": 0.348, "y": 0.38 }, "kind": "paragraph", "text": "To explore how the use of personal information can build or erode trust, we examined how consumers perceive specific data interactions, while taking into account the consumer's relationship with the brand.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "82a9c134-6862-426a-b238-b9731f23396f", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.28, "x": 0.348, "y": 0.095 }, "kind": "paragraph", "text": "So, how can the chief marketing officer (CMO) and the CISO work together to use this data appropriately and build consumer trust? To learn more, we polled 11,500 global consumers from 19 countries. The responses help us better understand the balance between people finding the use of their data helpful and, well, creepy.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "db6629c7-8584-45e5-8960-09e005fe568a", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.25, "w": 0.28, "x": 0.05, "y": 0.1 }, "kind": "paragraph", "text": "Marketers devour these morsels of information. But there's a delicate balance between helpfulness and overuse when it comes to consumer data. Geo-tracking, device listening, and third-party cookie-based recommendations can create an unsettling feeling that smart technology is not just inquisitive—it's intrusive. As a result, people are increasingly rebelling against the idea of brands following their every move.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "ffb7ee73-f660-4f24-8001-6adb449563ca", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.03, "w": 0.3, "x": 0.05, "y": 0.05 }, "kind": "title", "text": "Designing a human-first data experience", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "f315af4a-9b24-435d-9b9a-a2961828425b", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.03, "w": 0.15, "x": 0.348, "y": 0.305 }, "kind": "title", "text": "Relationships first", "attrs": null, "subkind": "subtitle", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "caa84290-08ce-41fb-be68-714c563a4f4e", "frameworkName": null, "frameworkSlug": null } ], "metrics": [], "tools": [], "frameworks": [], "arcBeats": [ { "to": 68, "from": 21, "beatId": "843d269d-7163-4e7b-8fc7-e9561adc9994", "arcName": "Monroe's Motivated Sequence", "arcSlug": "monroes-sequence", "beatName": "Action", "beatSlug": "monroes-sequence-action", "evidence": "The report concludes with calls to action and recommendations.", "position": 3, "confidence": 0.8, "parentBeatName": "Resolution", "parentBeatSlug": "resolution" } ], "loops": [ { "to": 48, "from": 43, "name": "Voice Of Customer", "slug": "51-voice-of-customer", "bestFor": "Product strategy, customer experience, market research", "matchId": "2e7e055e-9aec-4969-b459-f198fd2502d2", "evidence": "The report emphasizes the need for human-centric data strategies.", "position": 1, "objective": "How can marketers design a human-first data experience?", "structure": "What Customers Say (Verbatim) -> The Pattern Across Voices -> The Insight -> The Response", "confidence": 0.6, "description": "Let customer quotes and feedback drive the narrative and validate the insight" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }