Trends Report

The Privacy Exchange Disconnect

Marketers Must Show Value For Consumer Information

November 16th, 2009
Dave Frankland, Vice President, Research Director
Dave Frankland Vice President, Research Director
With contributors:
Carlton A. Doty , Zach Hofer-Shall , Emily Murphy

Summary

Consumers and marketers have contradictory impressions of the value marketers provide in exchange for the consumer data they collect. Marketers claim they deliver more relevant products, services, and ads based on the consumer information they capture. But consumers just don't see it. What can marketers do? Start by making relevance more explicit to the consumer and engage the consumer in further improving relevance — at an absolute minimum, stop doing nothing.

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