Event Recording

Data Privacy — Who Actually Cares and Why?

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Most of us know that Facebook, Google, Amazon and million others are collecting vast troves of demographic and behavioral data about us — sometimes even if you aren't on Facebook. That’s bad, right? But do we really care? If we don't care — that is excellent news for advertisers and every other data mining company. But if we do care, what are the implications for marketers? What does it mean for the generation of products and services we develop?

This session will highlight how we rationalize or perceive data-privacy, why we care, and what we expect from companies when it comes to our own data.  This session will explore and explain how understanding individuals’ expectation about privacy, and the principle of behavioral economics will have an enormous impact on how companies conduct business today and more importantly, tomorrow. 

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Before we start. How many of you are concerned about their data? Privacy. Okay. How many of you are not concerned with their data? Privacy. Okay. Just wanna make sure that people are listening, which is always good. How many of you, and I asked the question earlier in the panel, how many of you have a social media account? Okay. How many of you Google? Every day? Twice a day without being in Cognito. Okay. Last question. Hashtag going nine and nine on Twitter. How many of you would give me their phone number right now? Okay. How many of you would send me their favorite website? Yeah. Okay. How many of you would like to send me their most secret website? Okay, good. Which is interesting, right? By the way, if you would've gone to Google and would've used Google, probably Google knows your secret website. You're using once a month, maybe data privacy who actually cares. And we will talk about people, raise their hand, who still use social media sites in Google and the confliction that we have nowadays about data privacy and why we still use companies like Facebook and Twitter. Every single day, we had it done a pilot study in the last couple of weeks and in the UK. And it will probably proliferate all over the world. We wanted to understand how young adults think about data privacy. What we found 65% in the UK are deeply concerned about it.
Slightly ranges between male and female. Women are more concerned. 68 men, slightly different 62. The number holds true in the us as well. Really depends on how you ask the question. The number increases slightly. When we talk about baby boomers,
I think we all know we have a generation who still writes down their passwords in the little black book, so they don't forget it. Yeah. Somebody crunching their nose. Well, my parents are one of them. Every time I come home and my dad wears your black book. He's like, why? Like wifi password? Oh, it's no longer in there. I really put it in a secure place this time. I'm like, okay dad, thank you. But the question really is here because many of you raise your hand. You concern about data privacy, but you still using platforms that we all know are not really secure about your data, right? So how do we rationalize data process? What do we expect from companies? I hope to answer this in the next 10 to 50 minutes, and I will explain to you how we actually make choices as a human being. And the deal is based on the principle of behavioral economics. And I will give you three fundamental things. You need to know about how we as humans make a choice, how we make a decision on our day to day, okay? The first principles that we utilize, multiple factors
To make that decision, right? Every, every thought every choice is surrounded by economical and psychological effect. As we evaluate to determine how much money we're willing to pay or how we decide, we comply with something or not little side note here,
We got a dark couple of months ago. His name is Riley. We love him dearly. And I post him on Instagram quite a bit. I started Instagram a couple of years ago was very fascinated. Couple of years ago. I also start only posting privately only with my friends, which is very nice. And of course over time I send them out. And from the first moment we got them and so on and so forth. The other day I was on face on Instagram and I was scrolling through because I also like to look at all my friends and what they're doing. I found an ad and the ad was about a chewing bone that helps with teething. And I'm like, oh my God, it's fucking amazing. So awesome. We just sent to my girlfriend. So I took a picture of it, right. Sent it to her and said, Hey, love, look at this. This is bone that helps Riley. She's like, we have one of those, like, okay. And she's like, by the way, how did they know? I'm like, how did they know what I'm like? Oh my God, how did they know? I didn't tell him about Riley. I didn't send it up somewhere. They actually realized that I have a small dog. That's teething.
I'm like, well, that's really scary. Right? Did I cancel mite Instagram account? Hell no. Of course not. I posted pictures last night from Amsterdam and we driving through the river, get lots of likes by the way,
I didn't cancel it because what I did is I rationalized it in my mind. So it's the first idea about how we think about, we use multiple factors, economical and psychological, and all these factors are connected to an expectation, right? How I use my data, how the data is used, how secure, how was the private policy say and so on, so forth. And not only do I use these expectation, I also, all of them in a very specific, relevant to me, right? And what I do is I evaluate whether Instagram or Facebook can justify my decision process. And I herb, in the end, this thing I'm utilizing this choices I make will satisfy my expectation, right? When we did this study, Jen. And so, and the folks in the UK use these aid factors. And if Arabic guys can see this to make a decision, when it comes to the data privacy, that's how they perceive data privacy. And they use these factors to value whether the service or the product or the platform is giving them data. Privacy. What's interesting enough. They're not using them in the same way, which is the second principle, because we are not monolithics. We're not the same and we're not defined by our demographic or our psychographics or how we operate in the world. We are individuals and our mind is absolutely utterly complex.
And what we do is we use these factors that is relevant to us and it's govern us how we perceive the world and how we actually work through the world. For example, this is gen psychological process simplified in this case of how she thinks about whether this entity, Facebook or Twitter is giving her the perceived value of privacy. And this is how she justifies her behavior. So she thinks about, well, how my data is used, what I get from my data. Is it secure policy? Yes, yes, yes, yes. Kind of. Yes. And that's how he, she thinks about it. And it's interesting that the more her salient factor is satisfied because our mind is so complex. The more she's actually reluctant to actually go through the entire decision process,
What our minds likes to do is actually skip things. It wants to get quickly to the answer that they want. And she's just using the primary to say, yes, they do what I want and I'm done with it. And although Sona also uses Facebook and Twitter and all the other social sites, she thinks about it quite differently, right? She has a different decision process and she's a value new situation on a different perspective in order, however, to create trust. And I think we had all this conversation today. How do we create trust in environment that is rather complex with all the information that we are getting three simple, but paramount things need to happen in order to create trust in environment, whether it's spying a product or creating privacy, what we call is I need to see that you have what I want somewhere. You need to reflect what I want, and then you need to continue the relationship throughout it's actually creates loyalty and love. And if you think about this, it's like a normal relationship you have with your spouse or your best friend, right? If my primary needs are satisfied with this person and you reflect it back to me and he does us over and over again, I'm in love with them, right?
Let's go back to Jen.
In Jen's case, she needs to see that how my data is used is, and what I expect them, how to use them, right? And somehow Facebook and Twitter reflected, Hey, I use your data to give you access to my platform and as well, I give you a lot of information to other parties. So you get the ads that you need and she's okay with it. My tree's totally fine with it, but at the same time, she's also when she's gauging with them, looking at all these other factors and looking at them as like, okay, do they fulfill my expectation as well? Because I'm using them every single day. Right? And before there was a big breach last year with Cambridge analytics and recent month, she probably would've laughed Facebook, but we have found her in these recent weeks, we have a tool that's called Brenda brace. And I don't wanna talk about the tool, but what a tool does is actually it can measure how your expectations are fulfilled, right? And it ranges from a plus hundred to minus hundred hundred is like, oh my God, I love you. Minus sounds like, oh my God, I hate you. And what it does is imagine you can walk into this room and every one of you has a number over the hat. It ranges from a hundred to minus hundred. It's like 95, 85, 25, 68, and Jen
37. You're like, oh, why is it as 37? And you can see how she makes a decision. You can see which of these factors potentially are not fulfilling expectation. I'm not showing it to you, but what's probably happening even. So if 37 is not strong, she probably continues to operate with Facebook
Son on the other. He different decision process also evaluating Facebook is giving her mind is 13. She came to realize that her expectation are no longer fulfilled and she already deleted Facebook. She's no longer using it. And she opted out because her expectation of, well, how she perceives her world is no longer fulfilled. So many of you in the room who raised the hand today and said, oh yeah, I'm really concerned about data privacy, but are still on Facebook. And Twitter are more acting like Jen, because in your mind, yeah, to give me what I want. And now the rest was kind of irrelevant because it was on the back end of my decision process. It hasn't really hurt me yet. And that's how we are governed through this world that we experience every single day. That's why in early discussions today, what is the best way of identification?
How do we make people aware of data privacy? It's utterly complex because we perceive the world in a different way. And to convince you that one way is better than the other. You have to trigger something about your primary driver, your secondary driver, that really is in constant with you. So the utility expectation about anything is really govern our perspective. And our perspective is really govern our data privacy understanding. So what can we do with that? Understanding that finding is that how do we create more trust for all of us, right? For all the people that are engaging with and the companies that we are building in the current stage, we talk about make the visible or the invisible more visible. And I know a lot of companies already doing it, but allow people to see what are you doing with the data, make them aware that the data is used in a certain way, and they have to comply with it, right? The more you give people clarity about what they can expect, they actually will say yes to it. And if we go back to the simple explanation about the spouses, the friends we have, if they will tell you, they will do something even. So if you disagree, you at least were aware of it and you will be fine with it.
Give me choice. And that's, I think a big one, it's still very complicated. As somebody said earlier, you know, you have maybe all the abilities to look at your data from Facebook and Google, but there's not a switch that allows you to turn something off or on with whom I'm showing my data or not. And although I love Google, I also kind of hate it because
God, yes, it's nice. When they sent me an email and say, Hey, Christian, by the way, you should actually leave now to the airport because your plane is leaving at 11. And there's really a rush hour. If you're not leave, now you will be left behind. I'm like, oh God, I love you. But then it's none of your business after six. O'clock what I'm doing with my life. I don't want you to know who you, my friends are. And also don't want you to know where play my poker game in the place where nobody should play poker game. Right? And then last one, at least I think this is for all of us, especially you guys who are the experts who have the knowledge who are working on this every single day, respect my personal information. If we don't make the change today, we are really running down a very slippery slope. If we don't implement this in our daily lives, it will affect us. It'll affect our children and children's children. So if we don't turn it tight today, we might have a really difficult time to turn it back. So thank you so much. This is how we think and make choices. I really appreciate it. If you guys have a question, call me, email me
Any questions.

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