What the Quantified Self Movement Teaches Us About Analytics, Marketing and Privacy
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Partner, Web Analytics Demystified [email protected] @michelejkiss MICHELE KISS WHAT THE “QUANTIFIED SELF” MOVEMENT TEACHES US ABOUT ANALYTICS ABOUT MARKETING ABOUT PERSONALISATION ABOUT TARGETING ABOUT PRIVACY ABOUT TECHNOLOGY ABOUT SOCIAL MEDIA
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At the intersection of fitness, analytics and social media, a new trend of “self-quantification” is emerging. Devices and Applications like Jawbone UP, Fitbit, Nike Fuel Band, Runkeeper and even Foursquare are making it possible for individuals to collect tremendous detail about their lives: every step, every venue visited, every bite, every snooze. What was niche, or reserved for professional athletes or the medically-monitored, has become mainstream, and is creating a wealth of incredibly personal data. This presentation discusses what this emerging trend teaching us about the practice of analytics, the marketing opportunities that arise and the implications for privacy around this very, very personal data.
Transcript of What the Quantified Self Movement Teaches Us About Analytics, Marketing and Privacy
Partner, Web Analytics [email protected]
@michelejkiss
MICHELE KISS
WHAT THE “QUANTIFIED SELF” MOVEMENT TEACHES US
ABOUT ANALYTICSABOUT MARKETING
ABOUT PERSONALISATIONABOUT TARGETING
ABOUT PRIVACY
ABOUT TECHNOLOGYABOUT SOCIAL MEDIA
@michelejkiss
Global leader in digital analytics consulting
WEB ANALYTICS DEMYSTIFIED
We literally wrote the book(s) on digital analytics!
@michelejkiss
@michelejkiss
WHAT IS “SELF QUANTIFICATION”?WHAT DO PEOPLE MEASURE?
WEIGHT
STEPSACTIVITIESBLOOD PRESSURE
SLEEPLOCATION
FOOD & DRINK
LIGHT EXPOSURE
GLUCOSE LEVELS
RESTING HEART RATE
RUNNING
@michelejkiss
WHAT DO I MEASURE?
WEIGHT
STEPSACTIVITIESBLOOD PRESSURE
GLUCOSE LEVELSSLEEPLOCATION
FOOD & DRINK
LIGHT EXPOSURE
RESTING HEART RATE
RUNNING
@michelejkiss
@michelejkiss
WHAT HAVE I LEARNED?
(And what does this have to do with analytics?)
@michelejkiss
1. DATA IS ONLY VALUABLE IF YOU USE IT TO MAKE BETTER DECISIONS
@michelejkiss
SO WHAT?
@michelejkiss
@michelejkiss
2. MEASUREMENT HOLDS YOU ACCOUNTABLE
@michelejkiss
“I went to the mall. That’s, like, totally
cardio.”
Distance 6.08miPace 9:37min/mile
Calories burned 657
@michelejkiss
3. GOOD DECISIONS DON’T REQUIRE PERFECT DATA
@michelejkiss
“steps” ≈proxy for all activity
how many “steps”did I take on
my bike?!
@michelejkiss
DOES THAT MEAN IT’S ALL USELESS?NO! We care about the trend.
We care about more than just one data point
@michelejkiss
4. NUMBERS WITHOUT CONTEXT ARE USELESS
@michelejkiss
8,94310,000
89%... move more
@michelejkiss
5. IT’S NOT ABOUT ONE DATA SET...
IT’S ABOUT THE WHOLE PICTURE
@michelejkiss
MY ECOSYSTEM...
@michelejkiss
6. BUT USE THE RIGHT TOOL FOR THE JOB!
• Summarised view of all activities
• Central point of integrated data
• Detailed data about one specific activity
WHO CARES?
@michelejkiss
1. Niche Mainstream
WHO CARES?
@michelejkiss
8.3 million fitness trackers, smart watches, and smart glasses sold in 2012
Expected to grow to 64 million within four years!
@michelejkiss
They even make them for dogs…!!
@michelejkiss
2. Part of a general trend of consumer use of dataWHO CARES?
Consumer’s personal use of data can help them become comfortable with business data use
@michelejkiss
Marketing opportunity Privacy considerations
NEED CAREFUL BALANCE
@michelejkiss
@michelejkiss
Very personal data
@michelejkiss
WHAT CAUTIONS MUST WE HEED?
@michelejkiss
1. CAN’T BE “DO FIRST, ASK PERMISSION LATER”
@michelejkiss
2. GET IT RIGHT THE FIRST TIME
If we blow it the first time, we will never get another chance
@michelejkiss
REQUIRES ...
• Planning• Defining data needs• Consumer feedback• Betas• Flawless execution
@michelejkiss
3. MUST HAVE CONSENT• Opt-in, not opt-out
@michelejkiss
4. CRYSTAL-CLEAR TRANSPARENCY
[Don’t be creepy!]
• What did I do to trigger this message?
• Easy, comprehensive feedback options- On an individual
message- As a whole
• Don’t require a PhD in Privacy Settings ...
@michelejkiss
@michelejkiss
THAT MEANS ... Speak clear, plain English!
Not this
(9,176 words)
@michelejkiss
5. CUSTOMISABLE PRIVACYSpecific data sources•My weight or genetic test results vs. ‘active time’!With who•Family vs. doctor vs. friends vs. businesses
@michelejkiss
PRIVACY IS NOT AN ON / OFF
@michelejkiss
IT’S A SPECTRUM
Totally private
Totally public
@michelejkiss
Only me PublicDoctor, Spouse
Close family & friends
All friends Companies
Exercise
Location
Weight
@michelejkiss
6. DON’T GET GREEDY
@michelejkiss
• Don’t over collect • Use only for intended purpose!
Privacy Amendment (Enhancing Privacy Protection) Act 2012
6 Australian Privacy Principle 6—use or disclosure of personal informationUse or disclosure
6.1 If an APP entity holds personal information about an individual that was collected for a particular purpose (the primary purpose), the entity must not use or disclose the information for another purpose (the secondary purpose) unless:(a) the individual has consented to the use or disclosure of the information
@michelejkiss
>CUSTOMERVALUE
BUSINESSVALUE
