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


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
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material
Spotify tells the stories of relationships with music
Skype contrasts real stories with 'saccharine' style of Google and Apple
Top 100 UK advertisers: BSkyB increases lead as P&G, BT and Unilever reduce adspend
Viral Review: One Direction perfume 'prankvert' should have been a bigger hit
German beer brand Warsteiner tells drinkers to 'do it right'
SSE signs 10 year deal to sponsor Wembley Arena
Co-op bank posts losses of £1.3bn and expects no profits for two years
Morrisons digital boss Simon Harrow to leave the business
Tesco boss Philip Clarke backs CMO Matt Atkinson's 'enormous contribution' to brand