DMA Study Finds Consumers Want to Share Data . . . But Only If They See Benefits; Ad Blockers Waiting in the Wings At autoGraph we were pleased, but not surprised, with the recent release of the Direct Marketing Association’s (DMA) report “Data Privacy: What the Consumer Really Thinks.” The report underscores autoGraph foundational concepts about the most effective ways to gain consumer opt-ins, while using customer-driven artificial intelligence (AI) to reward them with highly personalized content and offers.
The DMA report notes that: “Increasingly, consumers see their personal information as an asset that they can use to negotiate for better prices and offers; a sentiment that is prevalent across age groups.”
Using Trust to Boost Opt-Ins & Revenue
At autoGraph we focus on the customer, in order to help organizations turn compliance into a profit center. We’ve created a playful and engaging user experience that boosts customer opt-in rates by 700%. Our autoGraph AI has proven it can increase digital advertising and content revenue by 200% to 800%.
This combination of extremely high opt-ins plus AI-driven personalized content means that organizations can enhance customer retention and profitability while complying with privacy initiatives such as the General Data Protection Regulation (GDPR) in the European Union, the Personal Information Protection and Electronic Documents Act (PIPEDA) in Canada, and similar privacy movements within the United States.
The DMA report reveals the logic of the autoGraph approach with this finding from its study: “Essentially, consumers increasingly understand the part data has to play, but want organisations to be accountable and transparent about what they’re doing. 88% of consumers cite transparency as the key to trust.”
The Perils of Losing Trust
The importance of developing—and not abusing—consumer trust was revealed in a recent study conducted at autoGraph, as part of a customer engagement. The customer wanted to explore the trade-off between reach, redemption, and customer opt-outs. Our study found that while precision targeting may result in slightly fewer overall sales, the sales per contact will be higher, while reducing the risk of opt-outs.
The summary of this study is one simple question: Is 50 redemptions worth 17,925 opt-outs? Losing trust and leaking permissions to talk to your customers in the long run is a peril to any business.
Customer-First or Risk Ad Blocking
Without precision targeting, opt-ins fade away, opt-outs soar, and profitability falls as you lose the trust of your customers. This explains another finding from the DMA study:
“The vast majority of consumers (78%) believe that businesses benefit disproportionately from data exchange in the UK, while only 8% think that consumers benefit the most.”
If poor targeting annoys customers, they will sometimes adopt ad-blocking apps.
“One third of consumers indicate they have used ad blocking technology, with another 41% claiming to be interested in doing so,” the DMA report found. “Less than 1 in 5 show no interest in ad blocking. The use of such technology would enable consumers to put any unrest with the current value exchange model into more direct action. This reinforces the importance of ensuring that the benefits derived from data sharing are communicated and resonate with consumers.”
The Power of Trust: Real-World Examples
At autoGraph we’ve mastered the art and science of using AI and machine learning to turn privacy compliance into a profit center. With autoGraph you achieve opt-ins as users gamefully provide a wealth of preference data that autoGraph converts to personalized content. This enhances the user experience and builds customer loyalty along with generating multiple opportunities for users to opt-in to additional permissions.
Our customer-driven AI and machine learning—powered by our continuous permissioned harvest of user data—is so effective that you become part of the tight emotional linkage that users have for their smart devices.
Companies using autoGraph gain first-party opt-in profiles—the gold standard of privacy compliance—which are willingly granted, transparent, and extremely detailed.
With autoGraph, organizations not only gain the security of knowing all of their users have opted in to receive personalized content and offers, they benefit from the precision with which our AI-driven algorithms deliver this targeted content.
The results are impressive:
- 650% Increase in Opt-Ins. Using autoGraph technology, a Vodafone UK increased opt-ins by a factor of more than 65x, shooting opt-in rates from 1.5% to 97%.
- 700% Increase in Opt-ins. A top-3 US wireless carrier employed an autoGraph powered user experience that helped the carrier boost opt-ins by 700% during the first six months of deployment.
- 200% Increase in Revenue. Our work with a major UK carrier resulted in a 200% increase in revenue from an autoGraph powered content and offer targeting app.
- 800% Increase in Revenue. One of the largest wireless carriers in the U.S. has enjoyed an 800% increase in autoGraph generated revenue since launching its autoGraph AI-powered app.
The key finding from all of the above is that customers appreciate an organization that can apply AI and machine learning to opt-in data to enhance the precision with which content and offers are delivered to them. When customers are good enough to trust you with opt-in data, you need to return the favor by using that data intelligently to enhance their lives.