How does the 21st-century company deliver personal experiences without leaving the customer feeling he/she is being watched?
Companies see personalization as a key competitive advantage in bringing greater convenience to the customer, enhancing customer loyalty, advertising that is more relevant to the individuals’ moments, offering dynamic pricing or sales schemes, and driving new user-driven product/service innovations.
For a company to implement successful personalization, it requires the availability and accessibility to external personal data. This can introduce a new set of cost and risk for a company in implementing and complying with sovereign data privacy obligations. And for the customer, he/she is asking why does the company want more of my data? What’s it in for me to be sharing? What is my choice of opt-in/out? So when customers become more aware and act on their privacy concerns or rights like using ad-blockers or exercising the “right to be forgotten”, then this can cause a dwindling spiral of personal data out there.
We have developed the Noggin Pod (“Pod”) technology to overcome this paradox between customer personalization and privacy. The concept is having the customer collecting his/her own data, and then sharing through social contract directly with an organization. This differs from current online platforms that act as intermediaries collecting personal data for use in advertising or even trading or selling to 3rd-parties; in exchange for giving out free services or content to the consumers. This causes big privacy concern when done without the consumer’s knowledge and consent.
A social contract is defined as an agreement for mutual benefit between an individual or group and the government or community as a whole.
The Pod is a personal digital platform for Privately Owned Data where each Pod belongs to a person (a “Podder”). It collates and organizes your Pod into modules of demographic and other persona summary info, profiling the context across your various collected datasets, and controlling the consent permissions as well as privacy of your Pod. By up-keeping the Pod as a “single source of truth”, a Podder is rewarded by the business demands for his/her matched datasets based upon a value-in-use exchange model. Noggin Asia uses a “virtual currency unit” known as Noggin Credits in rewarding the Podder.
Any 3rd-party access to the Pod data requires the Podder’s consent of social contract arrangement. Even Noggin Asia will require consent. Each Pod is individually protected by data isolation and encryption, and is exposed only through secure API. This greatly reduces the surface area of cyber-attacks.
Pod use-case scenario for personalized direct marketing
Inside a Pod, examples of data summaries are:
- scope of influence ties like no of followings/followers across social media like FB, LN, Twitter, and alumni/association memberships,
- level of social participations (eg. FB, LN, Twitter, Instagram, Google+, etc) indicating how often and when a person is most or least active online,
- how often a person is usually at certain locations captured from his/her mobile phone,
- types of mobile apps he/she has indicating interest preference,
- frequency of eating out or shopping online from volunteered inputs.
Then say using the Podket app, a travel marketer with a “Korea shopping” package can permissively micro-target Podders with a buyer persona profile like an active social media user (uses at least 1 social media app spending more than 3-4 hours a day, with more than 50 followers) who is age 25-30 years old, a female in relationship, frequently watches Korean dramas on a movie app, is using at least 2 shopping category mobile apps on phone, shops online at least once a week, and at the “best moment” to reach when the person is mostly online socially between 6-8pm on the way home. And importantly, by default the Podders’ identities are concealed from the marketer.