The Privacy Landscape: A Fireside Chat with Resonate and Forrester
Resonate CEO Bryan Gernert recently joined Fatemeh Khatibloo, VP, Principal Analyst at Forrester, to discuss the evolving privacy landscape and what marketers can expect in the coming months and years.
“I think for a long time the ecosystem forgot that they are people behind those computers, that there wasn’t logic being applied to a human, the humanistic characteristic of what’s okay and what’s not okay, and what’s creepy and what’s not creepy. It’s why we’ve always put privacy center and privacy first behind our methodology and things that we do.” – Bryan Gernert, CEO of Resonate
“One of the things that we really focus on is the human characteristics of what makes us unique. And that’s not our demographics, it’s really why we make decisions – our beliefs and kind of how we view the world and what’s important to us as we go through our day-to-day. How does that still work, to engage someone at a human level and yet still be privacy-centric or privacy-forward?” – Bryan Gernert, CEO of Resonate
“Our methodology starts with survey-based research, direct interaction with humans, and asks very specific questions, because what we found is just behavior or interests doesn’t give you context of what that interest is or why they’re interested, or what’s important, or who they are beyond that interest.” – Bryan Gernert, CEO of Resonate
“I remember talking to marketers and telling them about survey-based research 4 or 5 years ago, and they would go why would you do survey-based research, that’s ridiculous, I have everything I need because I see what they do, but [cookies] only gives you a slice of the picture, and you might not really know why.” – Bryan Gernert, CEO of Resonate
“We’ve lost the art of qualitative data, and I think from surveys to focus groups to those kinds of market research and consumer research that we did and were really good at for a long time, we threw that out because we just thought the signals were enough.” – Fatemeh Khatibloo, VP, Principal Analyst at Forrester
“We have to come to some open standards, interoperability, and much more transparency about how data is being collected and used, and giving consumers a mechanism to say yeah I want personalized stuff, I like the retargeting, I wanna be reminded that I didn’t buy the shoes. How do we enable that?” – Fatemeh Khatibloo, VP, Principal Analyst at Forrester
“Ideally the consumer makes that decision on what they want to share and what they don’t want to share.” – Bryan Gernert, CEO of Resonate
“Marketers are looking for partners to help them bring together their insights in ethical ways to really help them understand their customers. That level of holistic customer insights is one of the biggest challenges that marketers tell us. It’s data integration and then deriving insights from that data. And it’s been the same problem for years, but now we’re starting to really understand the risk of not understanding your customer, it’s not just wasted advertising dollar it’s losing brand trust, loyalty, it runs the gamut, it’s brand risk. There’s room and space for partners who can help marketers really get their arms around data and derive insights from them.” – Fatemeh Khatibloo, VP, Principal Analyst at Forrester
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“Customer-obsessed marketing is really understanding not just your current customer, but who’s your customer of tomorrow?” – Fatemeh Khatibloo, VP, Principal Analyst at Forrester
“We also have seen a tremendous movement towards values-driven consumers. A ton of our research shows us that where things are equal, consumers will choose the brand that shares their values, that reflects their values. And in some cases, they will happily pay more for a company that shares their values. It is paramount to understand consumer context, values, beliefs, to be able to serve those customers and build relationships with them.” – Fatemeh Khatibloo, VP, Principal Analyst at Forrester
“The research that we do around connecting with the consumer on a personal, values-based level is what drives long-term engagement and loyalty. But it has to be authentic, it can’t be the flavor of the day or moment-in-time, it’s gotta be consistent and authentic.” – Bryan Gernert, CEO of Resonate
Watch the full conversation to hear more, including the four forces driving data deprecation and how to prepare for them.