Personal Identity Management Will Make Interactive Marketing Even More Complex

The collection and use of consumer data in digital channels continues to evolve at a fast pace.  I want to highlight two recent reports that address key areas of this topic that matter for interactive marketers.  Earlier this week, I published a report that details data collection best practices for interactive marketers.  The second one, Personal Identity Management, is a must-read courtesy of Fatemeh Khatibloo, who serves customer intelligence professionals here at Forrester.

In her report, Fatemeh introduces Personal Identity Management (PIDM), which has two primary components: 1) personal data lockers for consumers to hold their information, and 2) authorization management that ties data silos together, lets users update and manage their personal data, and enables consumers to approve requests for their data and share their data with marketers.

PIDM is in its early stages, but it could add another layer of complexity to consumer data collection and use if the digital ecosystem embraces it.  As an interactive marketer, PIDM would alter how you:

  • Acquire personal information for marketing and analysis.  Fatemeh’s report describes five areas marketers will need to focus on to unlock consumer data: privacy, security, transparency, portability, and economy.  Communicating your value proposition to consumers will become much trickier.
  • Develop interactive marketing environments.  Your team – including your internal and external partners – will need to adapt its processes, policies, and capabilities to account for consumers’ new data gatekeeper role.
  • Manage and use consumer data.  If consumers actively guide the distribution of their personal information, your marketing operations, consumer targeting, and data management infrastructure will have to keep pace with this change.  The relationships with your customer intelligence, IT, and legal partners will become increasingly important.
  • Plan programs.  As the flow and nature of consumer data changes, so too will interactive marketing efforts that rely on this information.  Interactive marketers will need to adjust timing, content, and targeting of programs to match the real-time flow of data that underpins outbound communications.
  • Budget.  The possibility that marketers will have to compensate consumers for their information – whether in cash or in points/rewards – adds a new twist to the budgeting process.  Interactive marketers and customer intelligence professionals will have to work together to determine the value of consumer data and justify incremental costs.

PIDM is emerging and will be explored further in future Forrester reports.  In the meantime, what’s your take on how PIDM could disrupt interactive marketing?  In the long-term, would it help or hurt interactive marketing?  Comment on this blog and let us know.


From the sounds of it, PIDM

From the sounds of it, PIDM is likely to make an increasingly tough job even tougher. Word-of-mouth influence is skyrocketing thanks to the advent of social media. The sheer volume of communications makes it tricky for marketers to cut through the noise; and, just when marketers need to be more targeted and personalize communications more, PIDM poses the concern that there will be less available information with which to target and personalize. Seems like the old "Know your customer" will become more important than ever - the more that can be gleaned from existing relations, the better.