PERSONALIZATION IN THE AGE OF PRIVACY

Personalization: the automatic tailoring of sites and messages to the individuals viewing them so that we can feel that somewhere there’s a piece of software that loves us for who we are.

- David Weinberger, 1999

Web personalization is over-rated - Jakob Nielsen, 1998

5% of solutions removed from 2018 to 2019 8% unique companies added Net growth of 3%

Marketers struggle… …with increased complexity

Outstripping Marketing’s ability to cope

Impacting productivity and impeding results

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Presentation Title

Getting the right architecture

True cloud, SaaS architecture

Gartner now characterizes on-prem as legacy

Can’t let upgrades/fixes/patches slow you down

True privacy compliance needs compliant vendors

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Strategy not technology

Too easy to select technology to fill gaps in strategy

Define the actual end-goals and tactics of personalization before vendor selection

Identify data collection & storage requirements in GDPR/CCPA environment

Presentation Title

Build for agility

Personalization requires content, UX, design, landing pages, campaigns

Ability to execute quickly can be more important than data & automation

Prioritize best-of-breed & integrations

Retain nimbleness

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Optimize then personalize

Throwing massive amounts of custom content may not improve conversions

With an average of 15% improvement from personalization, consider:

• 18% of visitors have disability • Page load >3s can cause 30% bounce rate • 24% of users have ad blockers • Browsers blocking 3rd party cookies • 30-60% opt-out rates in GDPR

Accelerating Privacy Regulation

GDPR – enforcement this year

CCPA – landing January 1

California Connecticut Hawaii Maryland

Massachusetts Nevada New Jersey New Mexico

New York North Dakota Texas Washington

Presentation Title Page 10

91% want it 35% find it creepy 60% real-time promotions 80% don’t want geo

Presentation Title

Changing Privacy Expectations

Increase privacy regulation

Increased awareness and sensitivity

Increasing technological opt-out

Increasing competitive pressure

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Understanding consent rates

Crownpeak has delivered over 21 billion GDPR consent notices

Required affirmative accept or decline

17 million individual selections analyzed

Variation from 15% to 90% affirmative consent

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Non-compliance

Cookie walls are almost certainly non-compliant with GDPR

Widely used and deployed

Can see 90%+ affirmative consent

Image by Albert Skibinski via bleepingcomputer.com Terrible UX – high bounce, high risk

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Moving beyond the grey banner

Consent Impacts

Consent notice on-brand & integrated to site +24%

Explicit accept and decline options 3x increase in “likelihood to share personal data”

Perceived value of page +41% on high-value page

Language – direct vs vague depends on region 1.5x increase in UK with clear & concise language 1.4x increase in FR & DE with less distinct language

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Privacy Theater

Most brands are under-delivering on privacy

Compliance cosmetics

Wait & see

Generous interpretations

Compare to Apple

Business & Risk Tradeoff

Some brands have tried, but have backed off

Judged that cost is greater than risk

Currently perceived risk is low

Time is on your side Business Impact

Change in counsel perspective

Com

plia

nce

Risk

Penalties aren’t the only penalties

There’s a cost to negative experiences

Lack of trust hurts LTV

Consumer stealth is on the rise

“Big NO” vs. little no

Consent only benefits the company

Modern Privacy UX

Modern Privacy UX

What if privacy experience was part of customer experience?

The new funnel before the funnel

First impressions matter

Value exchange

Preference Management

Progressive Consent

Com

plia

nce

Risk

Transforming the equation

Lowering compliance risk while maintaining results

Move Privacy UX in to your Customer Experience program

Improved consent rates

More engaged customers Business Impact

Increased LTV

Ian Lowe, VP Marketing

Email: ian.lowe@crownpeak.com

Linkedin: linkedin.com/in/idlowe