Brands and Shoppers are Disconnected
Shopper engagement is disconnect because consumer insights, loyalty programs, and advertising are all centralized by different solution providers that aim to keep Brands away from consumer data, to ensure that Brands and consumer stay trapped within these walled gardens.
Under the veil of collaboration, these centralized middlemen develop systems to onboard Brands and Shoppers onto their platforms. In reality, these systems block transparency, accountability, and innovation thereby driving prices up and taking more money from Brands and extract value from Shoppers. Shoppers have lost control of their personal data and brands are at the mercy of data hoarding platforms to thrive
These middlemen who integrate across the consumer landscape use their platforms to consume the most value between brands and shoppers by forcing a brokered relationship between those parties to access the full data story being exchanged between Brands & Shoppers.
This allows middlemen to control and centralize key data sets to reap the most benefit from and centrally manage the information exchanges according to their best interest, ultimately making it more difficult for brands to effectively acquire and retain customers in a cost-competitive manner.
Currently, there is no way to integrate data in a decentralized manner to prevent these data monopolies and return appropriate value to both the brand, and the consumer. Results of marketing efforts are presented under a shroud of ambiguity that does not answer the key questions that brands need to optimize performance. This leads to underperformance of personalization strategies and outbound campaigns.
Brands are being held blind to their full consumer audience. Nearly all of Brand’s consumer insights live solely in third-party data repositories that either charge high fees or provide no visibility whatsoever; all while loosing the trust of consumers for how their personal data is being stored and used.
Results of marketing efforts are presented under a shroud of ambiguity that does not answer the key questions that brands need to optimize performance. This leads to underperformance of personalization strategies and outbound campaigns.
Returning data back to Shoppers, to unlock a direct opt-in relationship with the market, we see as the largest opportunity across the technology landscape since the internet was created.