@kaykas

lean dataWMD | SAN FRANCISCO NOVEMBER 4TH

@kaykas

january 2014

@kaykas

trust

jascha kaykas-wolffcmo, mozilla@kaykas

what marketing problem are you looking to solve?

how fast is martech growing?3500+ companies in the ‘MarTech’ space

Twice as many as two years ago

87% growth in just the last 12 months

Source: Scott Brinker, Chief Martech

IN PROCESS

not focusing on basics is making us lazy

hoovering up and hoping for a find

that hasn’t really hurt us. yet.

Most marketing organizations cite 2-3 major technologies on their website.

Ghostery Sept ’16

the risk is increasing

“With the analysis of millions of real-user data points, Ghostery has found that a large website has an average of 75+ digital technologies”

Ghostery Sept ’16

so what?

behavior’s are changing

Mozilla primary research ‘16

prefer purpose drive brandswant to feel informed, in controlindex slightly higher/ more aware of privacyMilennial mindset

conscious chooser’s

Mozilla primary research ‘16

total number of internet users

consciouschoosers

21%

84.5. 57.8 1.4688.9. 48.5 1.8391.7 62.41.4791.6. 60.41.52

88 61.3

51.8 19.8

CC%. Users % Internet

GROWING seek out alternative viewpoints before deciding

understand the consequences of consumer decisions

act directly about something they feel strongly about

work hard to make actions match ideals

do what they can to change how they behave to make an effect

Break the rules to get what I want

trust in technology

young adults are most likely to use most strategies to be less visible onlinepercent of adults with varying levels of sensitivity to the following kinds of info

74

56

70

42

71

39

2417

4941 37

32 33 2934

42 41

2518 16

18-29 30-49 50-64 65+

cleared cookies &browser history

deleted/erasedsomething youposted online

not used websitebecause it asked for

your real name

set your browser todisable or turn off

cookies

used temp. username / email

address

62

51

4549 48 47

9ptGap

2012 2013 2014 2015 2016

626 ptGap

2012 2013 2014 2015 2016

7372747275

5 ptGap

trust in business

11 ptGap

technology: a widening trust gappercent trust in business -vs- trust in technology,

585854 56

797779

7780

Pew research ‘16

Edelman Trust Data ‘16

“Customers trust companies that they feel understand them. They respect companies that they believe respect them in return.”

Harvard Business Review ‘16

measuring trust

Customer quotient (CQ) study ‘16

CQ: describes and measures five attributes that consumers value in a brand: openness, relevance, empathy, experience, and emotion. A brand’s performance on these measures predicts loyalty outcomes

and is clearly correlated to profit (ROA) and growth (revenue)

IN PROCESS

increase trustreduce risk = better business performance

https://github.com/mozilla/lean-data-practices

lean data practices

Stay Lean

Do I need this data to provide the value I’m trying to deliver to users through my business or product?

Build In Security

What protections have I put around the data I’ve collected?

Encrypt the data

Set up access controls

Have strict retention periods

Engage Your Users

Is the way I’m collecting, using and disclosing data clear to my users?

when you leave here…

Start talking about the importance of customer’s trustAsk you marketing team to develop a trust KPIExplore the Land Data Practices

https://www.mozilla.org/en-US/about/policy/lean-data/

Appendix

trust in technology

percentage of youngmillennial's who use an ad blocker

36%

14% 17%

32%36%

17%

32%DesktopAd Blockers

14%Desktop & Mobile

Ad Blockers

Do Not Use Ad Blocker

Mobile AdBlockers

somewhat confidentvery confident not too confident not at all confident don’t know

your credit card co.

government agenciesyour landline telephone co.

your cell phone co.

Your email provider(s)your cable tv co.

co.’s/retailer’s you trade withsee providers

online video sites you use

social media sites you use

web advertisers that place ads

6

6

6

1410

10

22

2326

26

25

25

21

23

21

25

2824

26

2524

23 53

24 45

42

4133

29

3031

2931

25

1115

1111

16

1015

19

18

13

9 29

few express confidence that their records will

12

young adults are most likely to use most strategies to be less visible onlinepercent of adults with varying levels of sensitivity to the following kinds of info

74

56

70

42

71

39

2417

4941 37

32 33 2934

42 41

2518 16

18-29 30-49 50-64 65+

cleared cookies &browser history

deleted/erasedsomething youposted online

not used websitebecause it asked for

your real name

set your browser todisable or turn off

cookies

used temp. username / email

address

62

51

4549 48 47

9ptGap

2012 2013 2014 2015 2016

626 ptGap

2012 2013 2014 2015 2016

7372747275

5 ptGap

trust in business

11 ptGap

technology: a widening trust gappercent trust in business -vs- trust in technology,

35

5

4

1

2

11

585854 56

797779

7780

1. Goodwill2. Amazon3. Google4. Kellogg’s5. PayPal6. Disney7. Girl Scouts of America8. Kraft9. Johnson & Johnson10. Dove11. UPS12. Home Depot13. Coca-Cola14. Microsoft15. YMCA16. Save the Children17. Colgate18. FedEx19. Subway20. CVS Pharmacy21. Lowe’s22. World Wildlife Fund23. Samsung24. Newman’s Own25. Target

26. Apple27. Facebook28. Ben & Jerry’s29. Doritos30. Nestle31. LAY’S32. Wikipedia33. Sony34. McDonald’s35. General Electric36. Whole Foods37. Lipton38. Yoplait39. Trader Joe’s40. Walmart41. LEGO42. Yahoo43. eBay44. Canon45. Procter & Gamble46. Nike47. Petfinder48. Kroger49. Verizon50. TOMS

101. Medium102. Thompson Reuters103. Zappos104. LinkedIn105. Axe106. Uniqio107. Tesla108. Spotify109. Lyft110. Comcast111. Pfizer112. American Express113. Method114. SolarCity115. Vemeo116. Unilever117. H&M118. Lockheed Martin119. Eileen Fisher120. ExxonMobil121. Boeing122. Virgin123. Budweiser124. Khan Academy125. (RED)

51. Pepsi52. Panera53. SunChips54. Ford55. Hewlett-Packard56. MasterCard57. NBC58. AT&T59. Seventh Generation60. Chevrolet61. Intel62. Southwest Airlines63. KIND64. Starbucks65. IKEA66. The North Face67. L’Oreal68. Levi Strauss69. Pandora70. Annie’s Homegrown71. Adidas72. Etsy73. Chobani74. Toyota75. Honda

76. State Farm77. Allstate78. Chase Bank79. Honest Company80. American Airlines81. ESPN82. Fitbit83. NPR84. Always85. REI86. Clif Bar87. Patagonia88. Pampers89. IBM90. Chipotle91. Barbie92. T-Mobile93. Twitter94. Geico95. Oracle96. Catapiller97. Time Warner98. United Airlines99. Delta Airlines100. Kickstarter

126. Wells Fargo127. Cisco128. Bank of America129. Chevron130. Uber131. BMW132. Ralph Lauren133. Citi134. One Campaign135. Coors136. Morgan Stanley137. Volkswagen138. VICE139. Snapchat140. Heineken141. Audi142. Airbnb143. Salesforce .com144. Miller Lite145. Lululemon146. Goldman Sachs147. Red Bull148. Monsanto149. Marlboro

2016 brand world value rankings

trust matters

http://www.edelman.com/insights/intellectual-property/2016-edelman-trust-barometer/global-results/

recommend them to friend/colleague

Shared positive opinion online

defended company

paid moreMost trustedmedia source

criticized companies

shared negative opinion online

disagreed with others

paid more than wanted

sold shares

42

26

35

30

18

48

30

38

41

59

68

behaviors for trusted ccompaniesbehaviors for distrusted ccompanies

online search engine

# 1

Most trustedcontent creators

friends and family

# 2

bought shares

percent who engage in each behavior based on trust

15

chose to buy products & servicesrefused to buy products/services