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You are here: Home / Marketing / No One Is Just an Online Person
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Online Person

No One is Just an

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No One is Just an Online Person

By Stephen H. Yu, 07/24/2017

No one is really an online person, though some marketers often insist categorizing their customers that way. In fact, I find it almost offensive. So, if a shopper neglects to uncheck the pre-checked check-box that says “You will hear from us from time to time” at the end of the check-out process, she is now a fair target for daily emails? How one-dimensional.

What if I receive an email offer from some merchant, Google it to a point of exhaustion, and then show up at a store to have instant gratification? Does that make me an offline person now? Sorry to break channel-oriented marketing minds somewhere, but hey, I am just a guy. I am neither an online person nor an offline person; which, by the way, happens to be a dirty word in some pretentious marketing circles (as in “Eew, you’re in the offline space?!”).

Marketers often forget to recognize that all this data and analytics stuff and channel management tools are just tools to reach their customers and prospects more effectively. In the age of so-called Big Data, it shouldn’t be so hard to know “a lot” about a person and tailor the messages and offers for that person. Then why is it that I get irrelevant (often amusing) offers all the time?

The sad and short answer to these bad calls is that nothing really matters if the users of such data still think only in terms of her division, his channel assignment, and only through to the very next campaign. And such mindsets may even alter the structure of the marketing database, where everything is organized by division, product or channel. That is how one becomes an online person, who might as well be invisible when it comes to his offline activities.

What is the right answer, then?

Both database and users of such databases should be “buyer-centric” at the core. In a well-designed marketing database, every variable should be a descriptor for an individual, regardless of the data source or channel through which she happens to have navigated to end up as an entry.

There, what she has been buying, her typical spending level, her pricing threshold, channels that she uses to listen, channels that she employs to make purchases or to express herself, stores she visited, lapsed time since her last activities by each channel, contact/response history, her demographic profile, etc. should all be nicely lined up as “her” personal record.

That is how modern marketing databases should be structured. Just stringing up various legacy datasets in one place isn’t going to cut it, even if some individual ID is assigned to everyone in every table (too often, that is not the case). Through some fancy Big Data tools, you may be able to store and retrieve records for every transaction for the past 10 years, but such records describe transactions, not people. Again, the game of modern marketing is all about people.

Why should marketing databases be “buyer-centric”?

(1) Nobody is one-dimensional, locked into one channel or division of some marketer and (2) Individualized targeting and messaging can only be actualized through buyer-centric – commonly known as 360-degree customer view – data platforms.

Want to use advanced statistical models? You would need an individualized structure because the main goal of any model for marketing is to rank people and put the most relevant product and offer in front of them in terms of target’s susceptibility to them. If an individual’s information is scattered all over the database, requiring lots of joins and manipulations, then that database simply isn’t model-ready. Furthermore, when I look into the future, I see the world where one-click check out is the norm, even in the offline world.

The technology to identify ourselves and to make payment will be smaller and more ubiquitous. Today, when we go to a drug store, we need to bring out the membership card, coupons, and our credit card to finish the transaction. Why couldn’t that be just one step? If I identify myself with an ID card or with some futuristic device that I would wear in the form of a phone, glasses or a wristwatch, shouldn’t that be enough to finish the deal and let me out of the store?

When that kind of future becomes a reality (in the not-too-distant future), will marketers still think and behave within that channel-centric box? Will we even attempt to link what just happened at the store to other activities the person engaged in online or offline? Not if a marketer is in charge of that “one” new channel, no matter how fancy that department title would be.

I have been saying this all along, but let me say it again. The future of online is offline. The distinction of such things would be as meaningless as debating if interactive TV of the future should be called a TV or a computer. Is an iPhone a phone or mobile computer? My answer? Who cares? We should be concentrating our efforts on talking to the person who is looking at the device, whether it is through a computer screen, mobile screen or TV screen.

That is the first step toward the buyer-centric mindset; that it is and always has been about people, not channel or devices that would come and go. And it is certainly not about some marketing department that may handle just one channel or one product at a time.

The past, present, and future of data play are about the people. The only difference the new wave of technologies brings is the amount of data that we all need to deal with and the speed in which we need to operate. Soon, marketers should be able to do things in less than a second that used to take weeks, probably with an ample amount of help from self-learning machines.

Displaying an individually customized real-time offer built with past and present data and fancy algorithms via hologram won’t be just a scene in a science fiction movie (remember the department store scene in the movie “Minority Report”?). But if marketing databases are not built in a buyer-centric structure, someone – or some algorithmic process – along the line will waste valuable time just to understand what the target individual is all about (and ultimately to avoid looking stupid with irrelevant offers).

Being irrelevant to the target audience could have been occasionally alright in the last century, but not in the age of abundant and ubiquitous data. And the beginning point of that fundamental shift is in the mindset of the marketers, not cool-sounding technologies.

Through this blog series, I am planning to share more ideas and details about buyer-centric database marketing. I will cover data and analytics best practices for complete personalization, into which the Big Data movement is flowing. Staying relevant to every customer at all times through every channel isn’t by any means easy, but not so difficult if we take a phased approach. So, allow me to share good and bad experiences that I have gathered by being a bridge person between marketing and technology world for over 30 years through this blog. It will be a fun ride to the future of marketing, philosophically and practically.

About the Author:

Stephen H. Yu is the Practice Head, Advanced Analytics & Insights for eClerx. He is a world-class database marketer with a proven track record in comprehensive strategic planning and complete tactical execution, from data modelling to targeting and personalization based on advanced analytics.

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PRIVACY POLICY

eClerx means and includes eClerx Services Limited and its subsidiaries (hereinafter referred to as “we”, or “our” and used
interchangeably) having its registered office at Sonawala Building, 29 Bank Street, Fort, Mumbai 400 023 and operates eClerx.com, as well as its associated websites including but not limited to eclerxmarkets.com, eclerxdigital.com, eclerxcustomeroperations.com, careers.eclerx.com (the “Websites”). This Privacy Notice (“Notice”) sets out the way in which we process your information in accordance with the General Data Protection Regulation (GDPR). The Notice applies only to the information we collect through or in connection with any of our digital or offline channels.

eClerx is a controller of your personal data available with us. This means that we are responsible for deciding how we hold and use personal information about you. This Privacy Notice does not form any part of any contract of employment or other contract to provide services. It is important that you read this Privacy Notice, together with any other privacy notice or consent forms we may provide on specific occasions when we are collecting or processing personal information about you, so that you are aware of how and why we are using such information.

THE INFORMATION WE COLLECT

WE WILL COLLECT, STORE, AND USE THE FOLLOWING MAIN CATEGORIES OF PERSONAL INFORMATION ABOUT YOU WHEN YOU USE OUR WEBSITES (NOT AN EXHAUSTIVE LIST):

  • Information that you provide via our Websites, including information you provide when you register on our Websites e.g. name, email address, designation, company, country and telephone number.
  • Information captured indirectly from third parties about your computer and about your visits to and use of this Websites, such as your Internet Protocol (IP) address, demographics, your computers’ operating system, and browser type and information collected via cookies (Please read about our Cookie policy at eclerxdigital.com/cookies-policy).

Some of the data that eClerx stores will be hosted within our websites including but not limited to following locations: Chicago, USA; London, UK; Amsterdam, Netherlands; Milan, Italy; Singapore, Mumbai, India.

THE LEGAL BASIS FOR PROCESSING YOUR PERSONAL INFORMATION:

We will only use your personal information when the law allows us to. If the European data protection legislation applies, we will use your personal information on the basis of the following lawful grounds under GDPR:

  1. where it is necessary for a contract – in order to perform obligations which, arise under the contract we have entered into with you, such as when you use our Websites or register on our Websites for usage of its services, it will be necessary for us to process your personal data. We process your Personal Information for the performance of a contract in the following circumstances:
    • to provide better usability, troubleshooting and site maintenance; and
    • to create your user ID.
  2. where it is necessary for our legitimate interests (or those of a third party) – either we, or a third party, will need to process your personal data for the purposes of our (or a third party’s) legitimate interests, provided those interests are not overridden by your rights and freedoms, including your right to have your personal data protected. Our legitimate interests include maintaining the smooth operation of eClerx, to identify you once you register on our Websites, to contact you and respond to your questions or requests, to understand which parts of the Websites you visited and how frequently, to understand your preferences in order to provide you with desirable content, to send you communication on sales and marketing programs, and for registration and subscriptions purposes.
  3. Consent – in limited circumstances, we may ask for your consent to process your personal data in a particular way, e.g. your consent to the usage of cookies as per our cookie policy.

SITUATIONS IN WHICH WE WILL USE YOUR PERSONAL INFORMATION:

The primary situations in which we will process your personal information will be to manage the existing services provided to you, to provide new information about our products and services, to understand your usage preferences in order to provide access to desirable content, to process a job application and former employee related requests, to communicate with you in case of customer support, to process transactions, for sending newsletters, updates and promotional materials, to carry out advertising and market research based on behavioral metrics, geo-location data, demographic data and marketing preferences we capture.

IF YOU FAIL TO PROVIDE PERSONAL INFORMATION:

If you fail to provide certain information when requested, we would not be able to establish contact with you to assist with
the provision of corresponding services, or apprise you of potential and/or existing business services.

CHANGE OF PURPOSE:

We will only use your personal information for the purposes for which we collected it, unless we reasonably consider that we need to use it for another reason and that reason is compatible with the original purpose.

Please note that we may process your personal information without your knowledge, in compliance with the above rules, where this is required or permitted by law.

AUTOMATED DECISION-MAKING

You will not be subject to decisions that will have a significant impact on you based solely on automated processing, unless we have a lawful basis for doing so, we have notified you and given you a right to challenge the decision or to require that the decision be taken by a person.

HOW WE SHARE YOUR PERSONAL INFORMATION

In certain circumstances we may need to share your personal information with third parties, including third-party service providers and other entities within the eClerx group of companies.

Why we might share your personal information with third parties

We will share your personal information with third parties where required by law, where it is necessary to administer the working relationship with you or where we have another legitimate interest in doing so.

eClerx Group Companies within the EEA:

We will share your personal information with other eClerx Group Company offices in the European Economic Area (“EEA”) for any or all of the following purposes:

  • as part of our regular reporting activities on company performance;
  • in the context of a business re-organization or group restructuring exercise;
  • for system maintenance support and hosting of data;
  • for the conduct of centralized functions which support the operations of eClerx Group companies in the EEA.

eClerx Group Companies outside the EEA

We will pass your personal information to, or allow access to such information by, other eClerx Group Companies worldwide where we have lawful grounds to do so. For example, as a result of the safeguards we apply, it will be within our legitimate interests to carry out intra-group transfers of data. The purposes for which we will do so include the performance of our global IT support function and for performance of contracts with our clients.

If you would like details of the particular Group Companies which can access your personal information, please contact us using the details in the Contact section below.

Regulatory and Law Enforcement Agencies

If we receive a request from a regulatory body or law enforcement agency, and if permitted under GDPR and other laws, we may disclose certain personal information to such bodies or agencies.

New business owners:

If we or our business merges with or is acquired by another business or company, we will share your personal information with the new owners of the business or company and their advisors.

HOW LONG WE WILL HOLD YOUR INFORMATION

We will only retain your personal information for as long as necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, accounting or reporting requirement.

DATA SECURITY

We have put in place adequate safeguard measures to protect the security of your information. (Details of these measures are available upon request). Third parties will only process your personal information with our instructions and where they have agreed to treat the information confidentially and to keep it secure.

YOUR DUTY TO INFORM US OF CHANGES

It is important that the personal information we hold about you is accurate and current. Please keep us informed if your personal information changes during your working relationship with us.

YOUR RIGHTS ON INFORMATION WE HOLD ABOUT YOU

You have following rights in relation to personal information we hold about you.

Right of Access:

You have the right at any time to ask us for a copy of the personal information that we hold about you and to check that we are
lawfully processing it. Where we have good reason, and if the GDPR permits, we can refuse your request for a copy of your personal information, or certain elements of the request.

Right of Correction or Completion:

If personal information we hold about you is not accurate or is out of date and requires amendment or correction you have a right to have the data rectified or completed.

Right of Erasure:

In certain circumstances, you have the right to request that the personal information we hold about you is erased e.g. if the information is no longer necessary for the purposes for which it was collected or processed or our processing of the information is based on your consent and there are no other legal grounds on which we may process the information.

Right to object to or restrict processing:

In certain circumstances, you have the right to object to our processing of your personal information. You may also have the right to restrict our use of your personal information, such as in circumstances where you have challenged the accuracy of the information and during the period where we are verifying its accuracy.

Right of Data Portability:

In certain instances, you have a right to receive any personal information that we hold about you in a structured, commonly used and machine-readable format. In such circumstances, you can ask us to transmit that information to you or directly to a third party organization. The above right exists only in respect of personal information that:

  • you have provided to us previously
  • is processed on the basis of certain lawful grounds; and
  • is processed by us using automated means.

While processing such requests, we are not able to guarantee technical compatibility with a third party organization’s systems. We are also unable to comply with requests that relate to personal information of others without their consent.

Exercise of your rights:

You can request the exercise of any of the above rights by contacting us. Most of the above rights are subject to limitations and exceptions. We will provide reasons if we are unable to comply with any such request for the exercise of your rights. However, we may charge a reasonable fee if your request is clearly unfounded or excessive. We may need to request specific information from you to help us confirm your identity and ensure your right to access the information (or to exercise any of your other rights). This is a security measure to ensure that personal information is not disclosed to any person who has no right to receive it.

RIGHT TO WITHDRAW CONSENT

In the limited circumstances where you may have provided your consent to the collection, processing and transfer of your personal information for a specific purpose, you have the right to withdraw your consent for that specific processing at any time. Once we have received notification that you have withdrawn your consent, we will no longer process your information for the purpose or purposes you originally agreed to, unless we have another legitimate basis for legally doing so.

COMPLAINTS

If you are unhappy about our use of your personal information, you can contact us using the details in the Contact section below. You are also entitled to lodge a complaint with the applicable EU data protection agency.

CHANGES TO OUR PRIVACY NOTICE

We reserve the right to change or update this Privacy Notice at any time. Such updated Notice will be available at https://www.eclerxdigital.com/privacy-policy/ and we will advise you of material changes to our Privacy Notice by appropriate means. We may also notify you in other ways from time to time about the processing of your personal information.

CONTACT

If you have any enquires or if you would like to contact us about this Privacy Notice or our processing of your personal information, including to request the exercise of your rights as outlined above, please contact us at DPO@eclerx.com.

PRIVACY POLICY

eClerx means and includes eClerx Services Limited and its subsidiaries (hereinafter referred to as “we”, or “our” and used
interchangeably) having its registered office at Sonawala Building, 29 Bank Street, Fort, Mumbai 400 023 and operates eClerx.com, as well as its associated websites including but not limited to eclerxmarkets.com, eclerxdigital.com, eclerxcustomeroperations.com, careers.eclerx.com (the “Websites”). This Privacy Notice (“Notice”) sets out the way in which we process your information in accordance with the General Data Protection Regulation (GDPR). The Notice applies only to the information we collect through or in connection with any of our digital or offline channels.

eClerx is a controller of your personal data available with us. This means that we are responsible for deciding how we hold and use personal information about you. This Privacy Notice does not form any part of any contract of employment or other contract to provide services. It is important that you read this Privacy Notice, together with any other privacy notice or consent forms we may provide on specific occasions when we are collecting or processing personal information about you, so that you are aware of how and why we are using such information.

THE INFORMATION WE COLLECT

WE WILL COLLECT, STORE, AND USE THE FOLLOWING MAIN CATEGORIES OF PERSONAL INFORMATION ABOUT YOU WHEN YOU USE OUR WEBSITES (NOT AN EXHAUSTIVE LIST):

  • Information that you provide via our Websites, including information you provide when you register on our Websites e.g. name, email address, designation, company, country and telephone number.
  • Information captured indirectly from third parties about your computer and about your visits to and use of this Websites, such as your Internet Protocol (IP) address, demographics, your computers’ operating system, and browser type and information collected via cookies (Please read about our Cookie policy at eclerxdigital.com/cookies-policy).

Some of the data that eClerx stores will be hosted within our websites including but not limited to following locations: Chicago, USA; London, UK; Amsterdam, Netherlands; Milan, Italy; Singapore, Mumbai, India.

THE LEGAL BASIS FOR PROCESSING YOUR PERSONAL INFORMATION:

We will only use your personal information when the law allows us to. If the European data protection legislation applies, we will use your personal information on the basis of the following lawful grounds under GDPR:

  1. where it is necessary for a contract – in order to perform obligations which, arise under the contract we have entered into with you, such as when you use our Websites or register on our Websites for usage of its services, it will be necessary for us to process your personal data. We process your Personal Information for the performance of a contract in the following circumstances:
    • to provide better usability, troubleshooting and site maintenance; and
    • to create your user ID.
  2. where it is necessary for our legitimate interests (or those of a third party) – either we, or a third party, will need to process your personal data for the purposes of our (or a third party’s) legitimate interests, provided those interests are not overridden by your rights and freedoms, including your right to have your personal data protected. Our legitimate interests include maintaining the smooth operation of eClerx, to identify you once you register on our Websites, to contact you and respond to your questions or requests, to understand which parts of the Websites you visited and how frequently, to understand your preferences in order to provide you with desirable content, to send you communication on sales and marketing programs, and for registration and subscriptions purposes.
  3. Consent – in limited circumstances, we may ask for your consent to process your personal data in a particular way, e.g. your consent to the usage of cookies as per our cookie policy.

SITUATIONS IN WHICH WE WILL USE YOUR PERSONAL INFORMATION:

The primary situations in which we will process your personal information will be to manage the existing services provided to you, to provide new information about our products and services, to understand your usage preferences in order to provide access to desirable content, to process a job application and former employee related requests, to communicate with you in case of customer support, to process transactions, for sending newsletters, updates and promotional materials, to carry out advertising and market research based on behavioral metrics, geo-location data, demographic data and marketing preferences we capture.

IF YOU FAIL TO PROVIDE PERSONAL INFORMATION:

If you fail to provide certain information when requested, we would not be able to establish contact with you to assist with
the provision of corresponding services, or apprise you of potential and/or existing business services.

CHANGE OF PURPOSE:

We will only use your personal information for the purposes for which we collected it, unless we reasonably consider that we need to use it for another reason and that reason is compatible with the original purpose.

Please note that we may process your personal information without your knowledge, in compliance with the above rules, where this is required or permitted by law.

AUTOMATED DECISION-MAKING

You will not be subject to decisions that will have a significant impact on you based solely on automated processing, unless we have a lawful basis for doing so, we have notified you and given you a right to challenge the decision or to require that the decision be taken by a person.

HOW WE SHARE YOUR PERSONAL INFORMATION

In certain circumstances we may need to share your personal information with third parties, including third-party service providers and other entities within the eClerx group of companies.

Why we might share your personal information with third parties

We will share your personal information with third parties where required by law, where it is necessary to administer the working relationship with you or where we have another legitimate interest in doing so.

eClerx Group Companies within the EEA:

We will share your personal information with other eClerx Group Company offices in the European Economic Area (“EEA”) for any or all of the following purposes:

  • as part of our regular reporting activities on company performance;
  • in the context of a business re-organization or group restructuring exercise;
  • for system maintenance support and hosting of data;
  • for the conduct of centralized functions which support the operations of eClerx Group companies in the EEA.

eClerx Group Companies outside the EEA

We will pass your personal information to, or allow access to such information by, other eClerx Group Companies worldwide where we have lawful grounds to do so. For example, as a result of the safeguards we apply, it will be within our legitimate interests to carry out intra-group transfers of data. The purposes for which we will do so include the performance of our global IT support function and for performance of contracts with our clients.

If you would like details of the particular Group Companies which can access your personal information, please contact us using the details in the Contact section below.

Regulatory and Law Enforcement Agencies

If we receive a request from a regulatory body or law enforcement agency, and if permitted under GDPR and other laws, we may disclose certain personal information to such bodies or agencies.

New business owners:

If we or our business merges with or is acquired by another business or company, we will share your personal information with the new owners of the business or company and their advisors.

HOW LONG WE WILL HOLD YOUR INFORMATION

We will only retain your personal information for as long as necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, accounting or reporting requirement.

DATA SECURITY

We have put in place adequate safeguard measures to protect the security of your information. (Details of these measures are available upon request). Third parties will only process your personal information with our instructions and where they have agreed to treat the information confidentially and to keep it secure.

YOUR DUTY TO INFORM US OF CHANGES

It is important that the personal information we hold about you is accurate and current. Please keep us informed if your personal information changes during your working relationship with us.

YOUR RIGHTS ON INFORMATION WE HOLD ABOUT YOU

You have following rights in relation to personal information we hold about you.

Right of Access:

You have the right at any time to ask us for a copy of the personal information that we hold about you and to check that we are
lawfully processing it. Where we have good reason, and if the GDPR permits, we can refuse your request for a copy of your personal information, or certain elements of the request.

Right of Correction or Completion:

If personal information we hold about you is not accurate or is out of date and requires amendment or correction you have a right to have the data rectified or completed.

Right of Erasure:

In certain circumstances, you have the right to request that the personal information we hold about you is erased e.g. if the information is no longer necessary for the purposes for which it was collected or processed or our processing of the information is based on your consent and there are no other legal grounds on which we may process the information.

Right to object to or restrict processing:

In certain circumstances, you have the right to object to our processing of your personal information. You may also have the right to restrict our use of your personal information, such as in circumstances where you have challenged the accuracy of the information and during the period where we are verifying its accuracy.

Right of Data Portability:

In certain instances, you have a right to receive any personal information that we hold about you in a structured, commonly used and machine-readable format. In such circumstances, you can ask us to transmit that information to you or directly to a third party organization. The above right exists only in respect of personal information that:

  • you have provided to us previously
  • is processed on the basis of certain lawful grounds; and
  • is processed by us using automated means.

While processing such requests, we are not able to guarantee technical compatibility with a third party organization’s systems. We are also unable to comply with requests that relate to personal information of others without their consent.

Exercise of your rights:

You can request the exercise of any of the above rights by contacting us. Most of the above rights are subject to limitations and exceptions. We will provide reasons if we are unable to comply with any such request for the exercise of your rights. However, we may charge a reasonable fee if your request is clearly unfounded or excessive. We may need to request specific information from you to help us confirm your identity and ensure your right to access the information (or to exercise any of your other rights). This is a security measure to ensure that personal information is not disclosed to any person who has no right to receive it.

RIGHT TO WITHDRAW CONSENT

In the limited circumstances where you may have provided your consent to the collection, processing and transfer of your personal information for a specific purpose, you have the right to withdraw your consent for that specific processing at any time. Once we have received notification that you have withdrawn your consent, we will no longer process your information for the purpose or purposes you originally agreed to, unless we have another legitimate basis for legally doing so.

COMPLAINTS

If you are unhappy about our use of your personal information, you can contact us using the details in the Contact section below. You are also entitled to lodge a complaint with the applicable EU data protection agency.

CHANGES TO OUR PRIVACY NOTICE

We reserve the right to change or update this Privacy Notice at any time. Such updated Notice will be available at https://www.eclerxdigital.com/privacy-policy/ and we will advise you of material changes to our Privacy Notice by appropriate means. We may also notify you in other ways from time to time about the processing of your personal information.

CONTACT

If you have any enquires or if you would like to contact us about this Privacy Notice or our processing of your personal information, including to request the exercise of your rights as outlined above, please contact us at DPO@eclerx.com.

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