Years of breaches, unwanted sharing, and greedy grabbing of all zero, first, second, and third-party data that companies can get their hands on have made people angry, confused, and suspicious. Every time a hack goes public, trust goes down. And every time people see ads that feel too suspiciously tailored to their exact situation, conspiracy theories about Facebook or Google listening to us via our phones gain a little traction.
But some won’t share data, and for that, mass personalization is a viable strategy: tailoring experiences, content, ads, and products to known segments of consumers. That delivers a “personalized” experience feeling without requiring the data that true personalization requires.“All of us have to be mini data scientists in today’s tech-driven world,” says Prudential Financial CMO Susan Somersille Johnson.
The solution, says G2’s CMO Amanda Malko, is for marketers to “double down on building their own audiences and communities, and embrace new types of data like intent-based solutions.” In addition, Malko says, we’ll see a shift from knowing and trading personal information on people to using actions and signals like clicks, app installs, page views, sign-ups, and so on.The second most popular prediction is not specifically a technology, though many spoke of technological enablements.
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