When the Facebook-Cambridge Analytica scandal was first made public in 2018,  Facebook’s market value dropped by 7% (that's US$36 billion). The scandal, which centred around the illegal harvesting of 87 million Facebook profiles, represented the first time in history that technology giants were being called to task for the non-consensual...

There are plenty of negative generalisations about Millennials. They’ve been labelled as lazy, entitled, narcissistic and unreliable. In 2018, Purpose Business conducted a survey with more than 500 New Zealand Millennials on the Pureprofile panel and set out to understand how Millennials differ from other generations, challenging our preconceptions about...

Marketers face a real conundrum when it comes to personalisation and privacy; consumers want personalisation, but are wary of businesses harvesting the data needed to achieve it. This is commonly referred to as the personalisation paradox, and there’s no shortage of evidence to illustrate just how much personalised experiences impact...

At a time when consumer trust is at an all time low, businesses must take a proactive approach when it comes to data privacy and compliance. Not only are consumers becoming more concerned about their personal data being harvested for commercial gain, but governments around the world are passing stringent...

Consumers are now more empowered than ever by choice, convenience and information. This has been referred to as the ‘Age of the Customer’ - and businesses must be able to meet the demands of the highest customer expectations in order to succeed and out-perform their competitors. How can this be achieved?...

In the digital age, it’s become a necessity to use technology to engage with customers and leverage the resulting data. Many companies have yet to take full advantage of this abundance of information. Here, we highlight three successful businesses who have undergone customer-centric digital transformations to provide the best possible...

With consumer expectations on the rise, it’s more important than ever to structure your organisation around creating amazing and engaging customer experiences. Godin put it best when he said, “You don’t find customers for your products. You find products for your customers.” Here we discuss some practical approaches to deepening...

Originally published on Which-50 Consumers repudiate and recoil from a central organising principle of modern marketing: that brands can — and do — target advertising and other messages at them based on their web browsing behaviour and other personal data. Participants in the global digital marketing ecosystem have convinced themselves that consumers...

Originally published on Which-50 While using data to deliver experiences has become table stakes, leaders are leveraging data in more nuanced ways, according to Ben Sharp, head of revenue ANZ at Pureprofile. Understanding and comprehending consumer data from different sources is what is separating experiences, according to Sharp. At the top end...

Originally published on Which-50 Access to consumer data is increasing but its use by businesses is becoming more opaque, a point underscored by a series of breaches and scandals last year. Despite the access, many brands still struggle to deliver the high level experiences consumers now expect. It is a dangerous game...

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