How to improve consumer trust and create better experiences: The Drum and Tealium webinar

The future of data is here, in every piece of cognitive technology consumers use. These devices influence AI to perform more complex tasks via machine learning. The possibilities (and sometimes the risks) can be limitless.

The data landscape is ever changing. In 2018, the introduction GDPR, the panacea to all data problems was introduced. As society moves forward, consumers want to know how organisations are using their data and what they will get in return for handing that over.

In the latest webinar hosted by The Drum, Lindsey McEwan, vice president and managing director of Tealium, gives an updated view as to how the concept of data is being treated by consumers.

“The world of data has changed from simply tag management and understanding a click stream of how people interact with your digital estates. Now we carry a smart phone with us wherever we go. It gives us more relevance, it gives us more accuracy,” says McEwan.

Tealium partnered with DataIQ, questioning over 10,000 people in the market place for their opinions on the impact of storing personal data, the curation of data and how data was used by businesses to understand and interact with who they are as an organisation.

The research results show key findings around consumer views and their data privacy so brands can improve consumer trust and create better experiences.

Listen in to discover:

  • The state of the market
  • Pivotal changes to the data landscape
  • 7 key findings from consumers
  • Practical steps to improving consumer trust

McEwan digs deep into consumer attitudes towards sharing personal data having found that 30% of consumers regularly review, update and delete personal information available to brands.

“People are now more trusting, if they trust.” McEwan explains, “that may be a bit of a ridiculous statement but what it shows is that more often the organisations or individuals that we question are now are happy with this concept of a value exchange.”

Sign up to find out how consumers awareness has increased around the legislation, the regulator and the regulations that exist under GDPR. McEwan says very few people have not heard nothing about GDPR and having questioned consumers about protection, 22% were fully aware of their rights.

You'll also discover the expectation’s consumers have on cross-device tracking. Are they comfortable with companies offering them products based on how they interacted with physical instances? The simple answer is no. People are still cautious. A quarter of consumers expect their experience to be different on each device. But what does that mean and how can brands build trust on this?

Listen to the webinar here to learn more about how you can improve consumer trust and create better experiences.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.