Privacy and Personalization: Can We Find a Balance?
Posted: Wed Dec 04, 2024 6:18 am
Privacy and personalization or privacy vs. personalization ? That is the question, Hamlet would have said!
We have disturbed the protagonist of the Shakespearean tragedy, paraphrasing his most famous line, to focus attention again on one of the most frequent paradoxes that occur when we talk about privacy and personalization of the customer experience .
While on the one hand consumers are increasingly looking for personalized and valuable experiences to live in relation to brands, on the other hand they are increasingly attentive to the protection of their personal data .
At the center, brands, together with marketers and strategists, find themselves having to satisfy their customers' expectations in terms of personalization and enhancement of the customer experience , always with full respect for their privacy .
The question then arises spontaneously: is it possible to find the right balance between privacy and personalization ?
Let's find out together!
Privacy and Personalization: What the Data Tells Us
Between Personalization and Privacy: A New Balance
First Party Data: How to Build a Privacy-First Model!
Personalization and privacy in the advertising world: contextual advertising
Privacy and Personalization: Some Guidelines
Privacy and Personalization : What the Data Tells Us
In order to answer the opening question, we relied on studies and research published on the subject, but the picture that emerges is not so obvious.
A McKinsey study from a few years ago found that 71% of consumers interviewed said they were favorably inclined to experience personalized customer experiences , so much so that over 76% of the same sample declared they felt frustrated if this did not happen.
In particular, as Gartner points out , the tendency to provide personal data and information in exchange for personalized experiences is greater among millennials.
A recent study by Gartner , focused list of andorra consumer email precisely on privacy and personalization , shows how, although there is a risk due to poor personalization , there is also one linked to hyper- personalization which makes the consumer feel extremely "observed".
personalized customer experiences
The key to the problem, therefore, is easily found in the level of transparency in the collection and management of data that can be guaranteed : an ethical approach and clear information on the processing of data itself give users security and put the brand in a good light .
The study “ Privacy by design: the benefits of putting people in control ” carried out by Google and Ipsos on a sample of around 20,000 users across Europe and published in 2023, shows how consumers tend to prefer to buy from brands that guarantee them greater control over privacy with options to choose from on consent and ad personalization .
Control, but not only: 43% of participants said they would also be ready to change brands if the latter offered a more positive experience in terms of privacy .
The percentages reach even more significant levels if we also evaluate the degree of transparency of the brand itself in the methods and purposes of collection.
Personalization yes, but only with a level of control over the data : if this is what emerges most from the published studies, it is interesting to note how people often declare, more in words than in deeds, their interest in preserving and protecting their data.
We have disturbed the protagonist of the Shakespearean tragedy, paraphrasing his most famous line, to focus attention again on one of the most frequent paradoxes that occur when we talk about privacy and personalization of the customer experience .
While on the one hand consumers are increasingly looking for personalized and valuable experiences to live in relation to brands, on the other hand they are increasingly attentive to the protection of their personal data .
At the center, brands, together with marketers and strategists, find themselves having to satisfy their customers' expectations in terms of personalization and enhancement of the customer experience , always with full respect for their privacy .
The question then arises spontaneously: is it possible to find the right balance between privacy and personalization ?
Let's find out together!
Privacy and Personalization: What the Data Tells Us
Between Personalization and Privacy: A New Balance
First Party Data: How to Build a Privacy-First Model!
Personalization and privacy in the advertising world: contextual advertising
Privacy and Personalization: Some Guidelines
Privacy and Personalization : What the Data Tells Us
In order to answer the opening question, we relied on studies and research published on the subject, but the picture that emerges is not so obvious.
A McKinsey study from a few years ago found that 71% of consumers interviewed said they were favorably inclined to experience personalized customer experiences , so much so that over 76% of the same sample declared they felt frustrated if this did not happen.
In particular, as Gartner points out , the tendency to provide personal data and information in exchange for personalized experiences is greater among millennials.
A recent study by Gartner , focused list of andorra consumer email precisely on privacy and personalization , shows how, although there is a risk due to poor personalization , there is also one linked to hyper- personalization which makes the consumer feel extremely "observed".
personalized customer experiences
The key to the problem, therefore, is easily found in the level of transparency in the collection and management of data that can be guaranteed : an ethical approach and clear information on the processing of data itself give users security and put the brand in a good light .
The study “ Privacy by design: the benefits of putting people in control ” carried out by Google and Ipsos on a sample of around 20,000 users across Europe and published in 2023, shows how consumers tend to prefer to buy from brands that guarantee them greater control over privacy with options to choose from on consent and ad personalization .
Control, but not only: 43% of participants said they would also be ready to change brands if the latter offered a more positive experience in terms of privacy .
The percentages reach even more significant levels if we also evaluate the degree of transparency of the brand itself in the methods and purposes of collection.
Personalization yes, but only with a level of control over the data : if this is what emerges most from the published studies, it is interesting to note how people often declare, more in words than in deeds, their interest in preserving and protecting their data.