Tech

YouGov Safe: Redefining the potential of online customer data for consumers and clients

  • A fully opt-in GDPR and CCPA compliant data marketplace. This puts the authority over personal data in the hands of the consumer.

  • Take customer profiling to the next level by seeing the reality of what consumers stream, search, and buy online across devices and platforms

  • Combining observed online behavior and transactions with attitude insights from YouGov’s flagship product, YouGov Profile Tools, provides 3D consumer intelligence data.

YouGov, an international research and data analysis group, has launched YouGovSafe, a fully opt-in, GDPR and CCPA compliant, ethical cross-device tracker and data marketplace. YouGov Safe provides media owners, brands and agencies with a transparent view of consumer-verified online behavior and transactions, rewarding consumers for choosing to share data. I will.

YouGov Safe is the latest and most innovative data extension on the YouGov platform. It provides the next level of customer profiling by observing what the public is actually consuming and buying online and adding more depth to the reported behavioral data that the industry is currently using. .. This, combined with attitude insights from YouGov Profiles, provides truly connected 3D consumer intelligence data.

YouGov Safe puts the authority over personal data directly into the hands of consumers, in line with YouGov’s spirit of providing value to individuals. YouGov Safe allows members to securely store data held by businesses, platforms, and institutions and share it anonymously or on a case-by-case approval basis with selected third parties. It forms a data marketplace that allows users to choose exactly what information to share and what to share. Members receive points that count towards cash payments each time a new company becomes able to work with the data.

The first output available from the product is data from major international streaming platforms and services. In addition, YouGov Safe can already provide online retail data and user browsing history. In the near future this will be expanded to include banking, gaming and health data.

YouGov Safe is designed in an ethical and fully licensed way that brands, media owners and agencies can get a more complete view of their consumers in a variety of ways.

  • Target based on browser history, bank data, actual shopping habits, “micro-influencer” status, and more

  • Fine-grained implementation of unmatched seed marketing

  • Understand marketing ROI based on validated purchases and visualize the goal-achieving process from marketing to purchase

  • Re-contact targeting individual members with 1: 1 panel access

  • Strategy and innovation through research by competitors at the product level

  • Access global cross-platform streaming ratings and shopping data to compare and contrast your habits

  • Find the best sponsorship based on your purchasing path, including brand-influencer matching, studio-product matching, and more.

  • Access social media user behavior data to target fans, celebrities / brand followers on specific pages based on engagement

  • Create a validated subscriber audience segment, survey watchers / listeners for a particular show, and compare and contrast viewership across platforms and markets.

Comment from Hamish Broklebank, Head of YouGovSafe: “For a long time, consumers, brands, agencies and media owners have been disappointed with online behavioral and transactional data. YouGov Safe changes everyone’s game. For consumers, it’s them. This is an opportunity to have power over your personal data – decide what to share, do it in a secure way, and get the value of it. For clients, YouGov Safe has another customer profiling. Take it to the next level. Understand the entire journey of your audience across devices, including streaming, games, shopping, and other online activities, and connect it to YouGov’s rich attitude data. YouGov Safe is for consumers and clients. Redefine the potential of both connected customer data. “



YouGov Safe: Redefining the potential of online customer data for consumers and clients

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