Sponsored feature

Could allowing consumers access to their data backfire on brands? The Marketing Society Forum

Could allowing consumers access to their data backfire on brands? Tesco plans to make its loyalty scheme more transparent through 'Clubcard Play'.


Founder and chief executive, Affectv

Brands that consider the long-term benefits should lean toward transparency with consumer data. Myths about how companies use data need to be debunked, and allowing consumers access to their own data is a clever way of breaking down barriers.

Data leads to personalisation, which ultimately leads to a better service. The digital economy is still in its infancy, and brands that position themselves to be transparent with consumer data now will reap the long-term benefits of trust.

Transparency will also alleviate any privacy concerns currently held by consumers, which will slowly erode as the digital economy becomes ubiquitous.


Chairman, MRM Meteorite

It's customers' data so of course they should have access, but this data adds no value unless brands provide a level of utility around it that is co-ordinated with the overall brand experience.

Consumers should be allowed to work with brands to provide better, more co-ordinated experiences - for example: 'I will engage with Brand X because I know what data it holds on me and it has shown me how it, and I, can use it to make my next brand usage faster, easier and more accurate.'

Some brands have being doing this for a while: Lloyds' Money Manager helps me manage my income; Sainsbury's pre-populates my online basket, saving me time; and Costa helps me create my favourite drink.


Chief executive, Fuel

The 'maybe' is based on three dimensions: is the customer satisfied with the brand that is holding the data (in terms of a brand experience and in their perceptions of security)? Is there a trusted application or solution available that can use this data and deliver the consumer a benefit or find an alternative supplier? Are consumers, en masse, really going to bother?

In reality, this means a challenger brand could offer a method to win customers by ingesting consumer-controlled data and delivering a better, more relevant service. The crux is that if you're not relevant, exceeding customers' expectations or trustworthy, then it's a risk.


Chairman, Fat Face

Brands that quickly recognise that consumers have a legitimate right to recapture the data they have helped produce, and can aggregate and present it in a way that adds real value, will surely be rewarded with increased loyalty.

Third-party applications that draw in data from a wide array of sources can generate further benefits for consumers. The improved lifestyles and consumer behaviour that should result could prove to be a powerful driver of economic growth.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer