Where Does My Data Go?

May
31

Where Does My Data Go?

Since our site is built on the advertising marketers, I’m going to explain how we use your data when it’s collected from the perspective of a marketer. First of all, unless you’re making a purchase or deciding to become a customer, your data is only used as aggregate data. That means we just make different piles based on demographic location things like that.

Let’s start with a few examples:

Filling out an email list sign-up should be pretty straightforward. Usually your email and your name go into an email database such as MailChimp, campaign monitor, Etc. At this point nobody is looking at your data. Since you signed up to receive emails, your name and email just sit in a spreadsheet and they are pulled dynamically into emails that are sent out usually showing promotions, and other sorts of sale offers.

The next form of data collection is resource downloads. A lot of times companies will offer something free in exchange for you filling out a form. The only purpose of this is to again, add you to an email list. The Meat part here for companies is that because you have shown interest in a particular download, they can reasonably assume you have a certain interest in a certain type of email. Basically all that means is that you’re going to get emails the same way as you would from an email sign up, except in this case there going to be more targeted based on what you downloaded. In some cases they might not try to sell you anything at all. Some of my clients at the agency I worked at would simply try to be a thought leader and send people useful tips and helpful information. Obviously, the idea here is that if we become a thought leader and you trust us that if you ever were to become a customer, you would choose us.

The next type of data collection is for some sort of Interest form. This form basically indicates that you would like a preliminary sales call, or you want to download a sample, or something of that nature. At this point it should be pretty obvious that you’re giving a company your data because you want to communicate with somebody about a product or service. But, in a similar fashion, this data goes into either a CRM system or an email service provider in addition to going to a sales rep. Since it’s the goal of most companies not to turn you off to their product, most of the time they let their email handle the sales process. They want you to feel like you can back out at any time just by unsubscribing, which you can.

So now that we’ve seen how data is collected and wanted to use for, let me go into some more detail about how as a marketer we segment your information. In a CRM system, I can separate people by all of the information I’ve collected. If that’s very little information, then I’d group you into very large buckets. But, if I am able to capture some sort of demographic information about you, such as your age, your location, your job, Etc, then I could send you very targeted emails. This is extremely good for me as a marketer, but also for you as a consumer. Most people don’t want to be inundated with junk mail… But when a product or service is extremely targeted at your demographic, the likelihood of you being interested in at least reading an email, is pretty high. I might also take your data and run reports with it. In other words, I’m interested to know if a certain age group, or a certain job type, or a certain location is going to be more likely to buy my product. At this point, I’m still not looking at your individual data, and I really don’t care about it. All I care about, is the Aggregate and showing how many people of a certain demographic are taking a certain action. In some cases, it might even work to your benefit. For example, I might see that everyone from age 21 to 25 immediately unsubscribe from my email. Since it cost me money to send email, I’m probably going to not send emails to that group anymore. If you’re in that age group, then I’ve just saved you the hassle of unsubscribing.

So now that we’ve covered a little bit about how data is used and how it’s collected let’s talk about how undisrupted uses your data. First of all, as you know similar to Facebook, we ask a lot of interest information. This is because, as I discussed above, that we want marketers to be able to give you extremely targeted ads because we don’t want the follow-up Communications to be something that you’re not interested in. The idea is that everything you are presented with is something that you were extremely interested in, or is at the very least extremely relevant to you. So to get back to how it works, when you click on an ad, all of your demographic data is sent to the marketer who presented you with that at. They see that ad as though it is a resource download. So he will get your name your email address and all of your demographic and interest information, and he will be able to see that you were the person who clicked on the ad.

This is awesome for him because he can now see all of the demographic of the person who is engaging with his website, and he can make decisions about whether he wants to Market to certain groups based on demographic information. So if he is selling a certain product and you don’t want to buy it, then he will see that lots of people in a similar demographic to you are also not buying his product. Since he has your email address he’s probably going to try and email you. He’s going to see that you unsubscribed after the first email and so he’s going to know immediately that people in your particular demographic are just not interested.

But, on the flip side, you may be presented with products that are extremely interesting and relevant to you. And this case you will receive follow-up emails, asking you about the company and different products, and you will have the option to continue to receive those. The marketer will be able to see that maybe you didn’t make a first-time purchase decision, but you did in fact continue to receive the emails and showed interest in the product, so he will continue to Market to you until you decide either you’re going to buy or you’re not. Either way, this marketer has paid you for your data and the ability to get a little bit more demographic information than if you were to come through search or Facebook or anywhere else. This is why our platform is extremely valuable to marketers, and also extremely valuable to you.

 

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