Attitudinal data is now mainstream news, but behavioural data is the real story at the intersection of marketing, user-experience and technological integration.
As traditional demographics fast become blunt weapons when it comes to profiling, targeting and personalised propositions, brands are increasingly turning to social data to add personality to their insights. But even more incisive tools are needed to cut through the noise of today’s marketplace.
With consumers now too complex and nuanced to be fully understood by narrow, traditional demographics, attitudinal data has come of age, demonstrating its worth in personalised marketing campaigns which are swinging elections and flogging mules.
But beware the attitudes expressed online. In an era of filtered profiles and fake news, they will undoubtedly be posed, processed and filtered to the nth degree – an idealised version of the self which provides questionable value.
In that context, even attitudinal insight is an unreliable predictor, a prisoner of assumption which fails to provide deep enough understanding of consumers’ wants and needs.
In the economy of one, where consumers expect brands to market to Who I am rather than What I am, only real behavioural data gets to the heart of the matter. The veracity of this data removes the filter for behaviour laid bare – actual behaviour reflecting real concerns and interests.
What personalisation is crying out for is a willingness to share verifiable data to corroborate the attitude.
Health at the heart of Life
In the hierarchy of cognition, behaviour is attitude and values enacted. In other words, behaviour corroborates attitude. And one behaviour that cuts across generations and types is the desire to lead a healthy lifestyle.
Health matters just as much to Millennials as it does to Gen X and Boomers, a recognition of the age-old truth that health is the key to life. Whether muscling up, maintaining balance or managing decline, people of all ages are demonstrating a determination to lead healthy, independent, rewarding lifestyles for as long as possible.
And, just as in other aspects of their lives, they are determined to manage that healthier lifestyle with the technology they have at their fingertips.
Responding to that desire with technological innovation, health and wellness platforms like Umanlife open a channel for communication, facilitating the conversation between customer and provider, providing actual behavioural insight to corroborate the attitudinal insights which drive contemporary marketing decisions.
It’s a transformational partnership which is truly customer-centric, putting them in control of their health and wellbeing. The best contemporary platforms provide meaningful content to help people effect real lifestyle change – and generate a wealth of personal behavioural data from which to create compelling customer experiences that open new revenue channels for all involved in the ecosystem.
And the focus on healthy living rather than death presents insurers with a great opportunity to change the narrative, helping customers lead healthier lives rather than forcing them to contemplate their own mortality.
The attitude to corroborate
While the consumer is beginning to understand how their data drives precision marketing, a willingness to share data is still a mixed bag – ranging from 41% of respondents in Germany to 85% in South Africa – and data privacy and security remain unresolved issues, with deep-seated consumer fears of data misuse and abuse exacerbated by global viruses and hacks.
The challenge now is to use the growing awareness of the power of marketing, and the growing sense of the value of one’s data, to allay these fears. It is vital, at this early stage, that we counter the fear-mongering by forging partnerships with the customer, putting them in control to convince them that sharing data is an opportunity rather than a threat.
A collaborative approach to the sharing, use and safeguarding of data is the key to an effective consumer experience – and the surest path to the right protection. If, in the economy of one, consumers want brands to talk to Who I am not What I am, a willingness to share data on a scale and depth way beyond name rank and serial number changes the spectrum of possibility.
For that, a willingness to share data is the most prized attitude of all.