30 July 2019
The True Cost Of Not Protecting Customer Data In Travel.
For years now, the hospitality business has shared BigTech’s addiction to customer data. Rather than sell it to advertisers, however, hotels and airlines traditionally use it to personalize travel experiences.
Hotels - in particular luxury hotels - collect customer data to build detailed guest profiles which can include personal preferences, from room, pillow and favourite cocktails, to potentially more explicit guest information.
12 July 2019
Paying The Price For Travel’s Addiction To Data
Two leading travel brands are paying a high price for serious data breaches which have shone a spotlight on fundamental weaknesses in the way they protect their customer data.
First, British Airways was served a record fine of £183 million by the ICO following a data breach that exposed about 500,000 customers whose credit card details were skimmed, and now Marriott International, whose Starwood database was hacked last November, are facing a possible £99 million fine for allegedly breaching European data protection law.
15 March 2019
Is This the End of the Data-By-Stealth Model?
GDPR may be an EU regulation, but its enforcement is having a global impact on privacy awareness and, in the process, exposing the business model underpinning Big Tech’s data economy.
We now know that Facebook and Google, in particular, have deployed stealth strategies to collect personal data. Until now, we’ve hardly noticed, but GDPR has shone a spotlight on this highly profitable business model.
19 February 2019
Now Professional Services Feel The Digital Heat
Automation is coming to the professional advisers sector which needs to be thinking now about branding in order to counter agile competitors who are beginning to leverage tech to cherry-pick high-value services.
In a WARC Best Practice paper, How B2B and professional services brands can weather disruption, Peter Matthews, founder of the Nucleus consultancy, envisages a not-too-distant future where machine learning and AI will supersede the dated business models operated by accountants, lawyers and bankers.
27 January 2019
While Data Is 21st Century Gold, Mining Can Be Dangerous
This week the French data regulator, CNIL, fined Google €50m for not obtaining a valid legal basis for processing user data. Now we know GDPR has teeth, so how should marketers balance their addiction to personalisation with compliance to the new regulations?
“Lack of transparency, inadequate information and lack of valid consent regarding ads personalisation” were CNIL’s reasons for levying the record fine, laying out a clear warning to others for subsuming specific customer consents required by GDPR in long scrolling pages of terms and conditions.
17 December 2018
Banking Brands Battle To Stand Out From The Crowd
It remains difficult to differentiate between private banks and what they offer clients. In a fragmented marketplace, the rewards for those players able to get their branding strategy right could be considerable.
In the traditional, stuffy and exclusive world of private banking, wealth managers have started investing across multiple channels to modernise their brand, swapping old-fashioned imagery and language for a more friendly and colourful style of communication, to portray themselves in a way that feels warmer, more personal and accessible.
09 August 2018
Opinion: Can digital disruption help reinvent professional services?
With digital transformation ripping through most industries, professional services brands are no longer exempt. The trigger is a new breed of client who, having made their millions in tech, are asking themselves why their professional advisers — lawyers, accountants, bankers and wealth managers — are stuck in ‘analogue’ mode.