How Marketers Can Outsource Zero-party Data to their Users to Save Money, Reduce Risks, and Improve CX

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In the digital age, data reigns supreme. Companies are increasingly relying on zero-party data to make decisions and gain insights, but who actually owns that data? In an era where tech and regulators are at odds with each other, it’s time to consider the benefits of keeping user-generated data with its rightful owners: the users themselves. By allowing individuals to keep control over their own data, companies can benefit from increased trust among customers and access to more accurate, higher quality data sets.

According to a recent survey by Ponemon Institute, only 14% of consumers trust companies to protect their personal data. This staggering lack of trust highlights a pressing issue that businesses must address. The survey also found that 72% of consumers are concerned about the security of their personal data, and 62% have taken steps to protect their personal data in the past year. These statistics demonstrate growing awareness and concern among individuals regarding the privacy and security of their data.

Giving users ownership of their personal and user-generated data can help rebuild that trust. By transparently demonstrating this new approach to data protection that includes providing users with options to own, manage, and control their data, businesses can foster a sense of meaningful user empowerment to build stronger relationships with their customers. This trust, once established, can lead to increased customer loyalty, advocacy, and ultimately, a competitive edge in the market.

Furthermore, empowering users with ownership of their data provides companies with access to more accurate and reliable data sets. When users have the ability to directly manage and update their information, they are more likely to provide accurate details — and, most importantly, to correct them. This accuracy enhances the quality of market research, customer profiling, and behavioral analysis, enabling businesses to make better-informed decisions. With individuals being the custodians of their own data, companies can tap into hyper-personalized insights without infringing on their customers’ autonomy or privacy.

In addition to fostering trust and improving data accuracy, a user-owned data model also aligns with the growing demand for privacy-forward approaches. As data breaches and privacy concerns continue to make headlines, individuals are becoming increasingly cautious about sharing their personal information. This is especially salient for new or established brands that have yet to clearly prove to users the benefits of sharing their information. By empowering users to own and control their data, businesses can demonstrate their commitment to privacy and data protection, while providing a meaningful gesture of goodwill and respect to their customers. This approach not only complies with evolving data privacy regulations but also positions companies as responsible stewards of customer information, further enhancing their brand reputation.

Implementing a user-owned data model does not mean businesses lose access to valuable consumer insights. On the contrary, by leveraging consent-forward data sharing models, companies can continue to obtain relevant and valuable data from their customers. By offering incentives or personalized benefits, such as tailored recommendations or exclusive offers, businesses can encourage users to willingly share data, creating a win-win situation where both parties benefit.

In conclusion, allowing individuals to reclaim ownership of their data brings about numerous advantages for both businesses and consumers. By prioritizing data ownership, companies can regain customer trust, foster stronger relationships, and gain a competitive edge in the market. Simultaneously, users benefit from hyper-personalized experiences while maintaining autonomy over their most sensitive details about themselves and the context of how they’re actually using the internet at any given point in time. Embracing a user-owned data model not only advances the internet for everyone but also promotes a more transparent, secure, and privacy-conscious digital landscape. It’s time for businesses to recognize the power of empowering individuals and embark on a path towards a more user-centric data ecosystem.

About the Author

Martin Fogelman is the founder and CEO of Pluto 5000, a technology company using proprietary privacy and zero-trust encryption technology to build the next generation of the internet. Martin’s passion is to build technology that unlocks human potential in a private and respectful way. This led him to invent the proprietary encryption that is now used to power non-zero-sum business outcomes for Pluto 5000’s customers and users. He also has a background in law, where his focus was on frontier tech and using ethical frameworks to improve the structural component of constitutions.

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