The Executive Suite: Big Data, Big Potential: Using Digital Data to Drive Behaviour Change

We live in an age where data is collected about us every time we log onto our social media accounts, every time we sign an online petition, and every time we make a purchase. Data sets are being collated and the resulting big data is being analyzed in order to find patterns, trends and associations in human behaviors and interactions. When looking at developing a message, product, app or service that is designed to bring about behaviour change, big data and data analysis can be hugely impactful. But there’s also another component to digital data collection that’s interesting to explore, and that’s the way in which digital data collection and privacy impacts on users.

When you consider the fact that the everyday user has been dictated to and monitored for years — by businesses, government bodies and by organizations — it makes sense that people would like to feel at least somewhat in control of their online experience. We’ve found that, generally, users don’t mind sharing their information with marketers and businesses — as long as there’s something of value and of benefit to them. But, there is an element of user fatigue there, and the bottom line is that when you use data wisely, you can overcome this fatigue with things like personalization and message targeting.

In this short piece, we’re going to look at the benefits of data collection for behaviour change, and discuss how it’s important to have a strong ethical stance as to how the data is being collected and used; because that’s ultimately what’s best for the user.

Respect the trust with transparency

Data collection has been taking place online ever since the birth of the e-mail signup form and, in today’s digital world, the monitoring is a whole lot more sophisticated and covert. Cookies, for example, are a very common way for websites and companies to track and monitor use, and tailor messaging appropriately. When businesses are being transparent about how and what they are collecting, users aren’t generally concerned; it’s when users don’t know what is being collected or what it’s being used for — that’s the problem. It’s important that as businesses and entities we are being mindful of how we’re using and potentially sharing data, and what that looks like for a customer. Ultimately, it’s a trust exercise, and when you do the right thing, you reap the benefits: your users enjoy a highly-tailored experience and have a better time with your business, and you can deliver a more valuable interaction.

Make an impact with behaviour change

One key way in which data can be used to a significant advantage is with behavior change. So often, the challenge for companies invested in behaviour change will struggle to impart the right message at the right time, or across the right platform. With access to data that showcases when people are the most receptive and/or most likely to engage with the message, it means big things for the industry. Ultimately of course, we want to be empowering people to make changes themselves and contributing to a wider society, and with data at our fingertips, it’s more and more possible.

Get closer to your users

As we learn more about our users and find out more about their behaviours, it’s possible to get closer to them and to make more of a difference in their lives. We must ensure that we are respecting the exchange of data. By using in-depth insights, it’s possible to be increasingly precise, meticulous and inventive with the solutions that we’re offering. As we discover more about a cohort, it’s possible to deliver the perfect message at the perfect time — often even before the user may have had the cogent thought. So long as we are using the data we collect ethically, the potential for change is huge.

Increased personalisation

In line with behavioural change and moving towards new methods of making an impact, the potential for personalised messaging is on the increase as datasets become more precise and analysis reveals more patterns. The end goal is to have users feel connected, heard and respected, and it’s possible that through data analysis and greater research, we can make a real impact. After all, users are being hit with a variety of messages every single day — they’re fatigued and disenchanted. Quality personalization that’s honest and true will find its mark every time.

Let’s use our control of data and information to empower people, to make real change and to place the control into the hands of the user in the most attractive, personalized and tailored way possible. It’s exciting to see what future research into data holds, as we move into this brave new era of data research with respect and an ethical focus. As Edward Snowden said: “…that’s the beauty of the Internet; that we’re no longer tied to our communities by physical connections.” So, let’s make sure that, together, we don’t abuse this connection.