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8THE COLLECTIVE / HAVAS MEDIA SXSW 2014: 10 Trends from Cake Group & Havas Media

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8THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
01
PRIVACY & PERSONAL
DATA OWNERSHIP
As brands collect more and more of our data, privacy is
a top-of-mind concern. Most agree that the data debate
comes down to transparency – being up front with
consumers around exactly how their data is being used. If
a consumer volunteers his or her data for a specific useful
application, that behavior is tolerated. Being vague about
how his or her data is being used is not. The bigger issue
raised? Data ownership. Consumers are starting to question
how easily they can access, store and in some cases take
back their personal data once they sever brand ties.
8THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014

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8THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 01 PRIVACY & PERSONAL DATA OWNERSHIP As brands collect more and more of our data, privacy is a top-of-mind concern. Most agree that the data debate comes down to transparency – being up front with consumers around exactly how their data is being used. If a consumer volunteers his or her data for a specific useful application, that behavior is tolerated. Being vague about how his or her data is being used is not. The bigger issue raised? Data ownership. Consumers are starting to question how easily they can access, store and in some cases take back their personal data once they sever brand ties. 8THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014

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