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Data and Young People

Data and Young People

Holly Fischer

Holly Fischer

May 22, 2018

How GDPR Can Save Marketers’ Relationships with the 20-something consumer

As marketers, we’re always excited about the vast amount of data we have available about our audiences. Understanding behavior, motivation, age, location, and propensity to buy our products and services is a hugely valuable resource and is central to the way we plan and buy media for our clients, as demonstrated by OnAudience’s forecast that the UK data market is expected to reach £1.1bn this year.

We tend not to consider what our audiences actually think of us using all this data to reach them. Instead, we focus on how excited we think they will be to see our ad, served especially to them because of the information they’ve shared online.

When we do stop to consider what audiences might think of the way we use data, we generally agree they must be pretty open to the idea of sharing it with us in the first place — especially younger audiences who have grown up with the internet and social media and are more savvy, and less cautious, about sharing data.

Right?

With the introduction of GDPR, I decided to talk to my peers (mid-20-year-olds) to see what they really think about how the data collected by brands, publishers, and platforms is used.

 

Read the full article

As marketers, we’re always excited about the vast amount of data we have available about our audiences. Understanding behavior, motivation, age, location, and propensity to buy our products and services is a hugely valuable resource and is central to the way we plan and buy media for our clients, as demonstrated by OnAudience’s forecast that the UK data market is expected to reach £1.1bn this year.

We tend not to consider what our audiences actually think of us using all this data to reach them. Instead, we focus on how excited we think they will be to see our ad, served especially to them because of the information they’ve shared online.

When we do stop to consider what audiences might think of the way we use data, we generally agree they must be pretty open to the idea of sharing it with us in the first place — especially younger audiences who have grown up with the internet and social media and are more savvy, and less cautious, about sharing data.

Right?

With the introduction of GDPR, I decided to talk to my peers (mid-20-year-olds) to see what they really think about how the data collected by brands, publishers, and platforms is used.

 

Read the full article

Holly Fischer is a Senior Account Manager at Havas Media Manchester

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