Everything you do online leaves a digital footprint. Big tech and digital services use this to personalise services to you, but is your data also being misused? GDPR has been introduced in the EU to protect us all.
AdTech is broken. It has degraded the customer experience and is harming the relationship between the customer and the brand. New models are emerging that rethink the flows of data and money.
Our digital experience is shaped by data and algorithms. To improve the experience we need to use human data; data that's ethical, integrated and valuable.
Loyalty schemes are breaking - they are too functional and offer little value. Using data to improve the customer experience will drive greater loyalty.
There are huge benefits to engaging with customers empowered with their data. The role of data companies then becomes more about managing the flows of data.
In an Information Age, data (most of it personal data) needs to flow much more efficiently and fluidly. It needs to be decentralised and organised around people, not products and services.