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Personalization Is Built On Trust And Transparency Best Practices For Data Management In The Media And Entertainment Industry

Ashwin Navin
CEO-Samba TV
Friday, February 3, 2017
Ashwin Navin
My father is a tailor, my grandfather was a tailor, and our family has made custom suits for more than 50 years. As is common practice dating back to the 13th century, my dad's customers come to be sized up from head to toe, and then served with a garment that fits perfectly. While it may be uncomfortable to have your body measured in every dimension, customers appreciate the tradeoff when they slip into a suit that fits like a glove. My dad's customers are loyal to him for decades and, in confidence, share some of the most intimate details of their lives.

Like my father, my customers also trust me with intimate details of their lives, through their data, in exchange for an experience that's built for them. In the media and entertainment industry, we define success as our ability to listen, understand and deliver relevant experiences. We form personal relationships with consumers by analyzing their behavior online and offline, customizing what they see and targeting advertising to be less intrusive. Doing so requires many systems to collect and mesh data, where the integration of data has become the fabric of our digital lives.

While the notion of surrendering information in exchange for a more personal service isn't new (hello, Dad!), customers want a balance between giving up something sensitive and getting something of value in return. Although standards regarding protection of Personally Identifiable Information (PII) are regulated and discussed often, the rules for collecting and protecting usage and behavioral data are less clear.

And therein lies the key question for industry leaders; do we ask for permission to collect and analyze this data? Or is the value of personalization so great, that we can do this entirely in the background, invisible to the consumer?

How can today's CIO address this? It is time to build trust.


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