How Can a Global Consumer Data Ecosystem Benefit Everyone?

New York, NYProvo, UT

What we be l ieve

Consumers wi l l a lways want to buy better products and ser v ices

Brands wi l l a lways want to d iscover how they can create better products and ser v ices

Everyone in th is room can be part of a connected data ecosystem that supports 1&2

“…our vision is to build our brands through lifelong,

one-to-one relationships in real time with every

person in the world.”

A problem worth so lv ing

- Marc Pritchard, Chief Marketing Officer of P&G

The world’s largest marketing budget, November 2018

To connect the wor ld ’s consumer data ecosystem in rea l t ime .

By bu i ld ing d ig i ta l connect ive t i ssue –a “network of networks ” – for the benef i t o f a l l industry stakeholders .

Mission

A product of connect ing consumer data f rom var ious ver i f ied data sources wi l l be an accurate data prof i leof ind iv idua l consumers generated in rea l t ime.

Big Data was supposed to be the answer, but regu lat ions around data ownersh ip and usage have changed.

The key ingredients for success

Network of networks Privacy compliance Permission based

Trusted Beneficial for all

A network of networks cannot :

Become a panel

Have any direct connection to consumers

Include an incentive system

Merge panel records into one super record

Allow everyone to see everything

Be exclusive

The Key Features

Verification and matching

of data

Data profiles and ability to purchase data

Auditable privacy consent and transaction

history

What i s pr ivate b lockchain

Private Blockchain

Controlled Transparency

Controlled Transactions

All participants identified

Share only what you want with who you choose

Only buy and sell to only those you specify

No anonymous users

Benef i ts – Consumers (e .g . as respondents )

Respondent Benefits

Greater monetization of

their data (re-sold multiple times)

Greater transparency of data usage (stored

on blockchain)

Fewer demographic questions = shorter surveys

Better targeted surveys = higher respondent satisfaction

Benef i ts – Suppl iers (e .g . pane ls )

Supplier Benefits

Greater monetization of their data assets

Prove validity of their product

Prove compliance (permission given by respondent)

Benef i ts – Brands (Buyers )

Brands (Buyers) Benefits

Faster access to more verified data

“Know” they are able to use the data

Know more about existing customers

Know more about a new customers

Know when a client details change

The network wi l l per form 3 key funct ions :

Val idate – ind iv idua l consumer ident i t ies across a l l network partners

Inventory & L ink – ind iv idua l consumer data prof i les across a l l network partners

Enable t ransact ions – on a l l data assets across a l l network partners

Quest ions?

or email me @ lpospichal@greenbook.org

I t ’s a process

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2

3

4

5

Consultative process starts mid 2018

1st workshop with IBM – Oct 2018

Pre-pilot - tested validating data withouteither party seeing the raw data – Dec 2019

2nd workshop with IBM – Jan 2019

Now – building pilot – real project