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User trust is the new oil of the data economy

17 November 2021
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Behavioral loyalty starts again from Zero Party Data.

In the IT sector, there is this intangible feeling that user profiles are mere commodities that brands exchange. We want to clarify the concept of behavioral marketing in the digital jungle of big data.

 

We have completely redesigned our website to prioritize people regardless of their purchases and brands’ ability to capture their interest.

We set ourselves the goal of placing the individual at the center of every digital campaign and assign them a strategic role in the relationship that is born when they give their consent to a certain brand in the customer profiling phase. The data they provide to the brands is known as Zero Party Data, which is, in other words, the data that users proactively share with the brands in exchange for activities or services they like.

Our “data sustainable” approach is the timely response to the challenge that companies will inevitably have to face in a time in which technology enables the creation of valuable and mutually beneficial relationships between brands and people.

Behavioral loyalty marketing shows the constant interest of a company in users, and also improves the quality of the 'digital agreement” between the two parties by rewarding consumers with benefits that meet their real need for transparency.

When marketing and data analytics go hand in hand, users receive the attention they deserve, and they find themselves in the position of making informed and proactive choices based on contents that adapt in real time according to their preferences.  

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It is not just about having the right business intelligence and machine learning technologies; it is about knowing how to use them to protect consumers, value their actions and reward them with unique and personalized benefits. With the ban of third-party data collection, and the shift towards the acquisition of proprietary data, it will be increasingly important to combine technological, scientific and marketing skills. User trust is the new oil of the data economy.
Fulvio Furbatto, Advice Group CEO & Founder
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