How context impacts personal data sensitivity and the importance of being socially aware online

I recently had a paper published in De Gruyter examining how context impacts personal data sensitivity of internet users. I co-authored it with Martin Ortlieb at Google. Here’s an extract: “We showed that the sensitivity of data items is not a linear stackrank for users. Sensitivity varies depending on context, but it is rarely fixed…

Why the “Things” in IoT should be replaced with “People”

IoT is causing fear among consumers according to research from MEF published in Readwrite: “Could massive consumer fear kill IoT?”. Here’s a snippet: The study revealed the broad sentiment of consumers who are being spooked by fears that connected devices are lacking in oversight in privacy, security and general transparency. And with Gartner anticipating $1.9…

How Me2B services will redefine marketing

In this post-Snowden world, citizens are increasingly distrustful of businesses handling their personal data. Concerns of government surveillance have filtered down into corporate surveillance. Digital citizens are increasingly questioning the motives of the tools that help us buy such as advertising, comparison services and loyalty programmes. With new EU regulation this year, 2016 will be…

Why MarTech needs to consolidate

A key trend to emerge from the MarTech event in San Francisco this year was that MarTech will eat AdTech. This will ultimately result in the consolidation of the market. In Dave Morgan’s presentation: “He discussed six implications of that — including the scary prediction for many adtech vendors that intermediaries-to-intermediaries, which constitutes 90% of…

Eliminating guesswork in marketing

A senior global marketing VP at Unilever made a really interesting comment at the Association of National Advertisers’ (ANA), Masters of Measurement Conference: “Making smarter use of data and analytics can increasingly help brands take the “guesswork” out of marketing” It’s encouraging to see big global brands like Unilever taking active steps to create one-to-one…