The EQ Data Debrief 14.01.19

This week in the EQ Data Debrief we look at Amazon customer data, Waitrose Christmas marketing and rogue apps.

Jamie Acutt

The Weather Channel app accused of profiting from user data

A popular Weather Channel app which allows millions of people to track the weather and receive personalised forecasts has been sued by the City of Los Angeles for allegedly selling the data of its users. The app company is accused of deceiving its users by failing to reveal explicitly how it sells people’s location data to third-parties and is able to continuously track users’ whereabouts. The City of Los Angeles argues that the terms and conditions of data sharing are vague in the app’s privacy policy, which is near to 10,000 words. In a statement the LA City Attorney Mike Feuer said that the app “elevates corporate profits over users’ privacy”.

Waitrose crowned most effective Christmas email marketing campaign amongst supermarkets

Christmas is a lucrative and competitive time for retailers and an effective email marketing campaign can be the differentiator for brands when it comes to customers. Mailjet, who specialise in mailing campaign solutions, conducted its annual survey of email campaigns from the top supermarkets including Marks and Spencer, Lidl, Tesco, Iceland and Waitrose. The latter usurped 2017 winner Asda as the most successful food retailer in direct marketing to customers. Supermarkets are given a score of up to five points based on factors such as personalisation, call-to-action, and cross-channel marketing inclusion. Waitrose scored 4.8 for content and 3.2 for personalisation, only losing out in the call-to-action category to Lidl.

Amazon trials using customer data to tailor product samples

This week it was announced that Amazon is trialling a new method of targeted sampling, powered by machine learning, which enables brands to more effectively send out free samples which customers are likely to purchase. Amazon is known for its personalised retail service and this latest program means brands can pay to utilise the retailer’s wealth of customer data, such as purchase history, to understand exactly what product a particular consumer will enjoy, creating more accurate sampling and encouraging sales. By combining traditional sample advertising with the latest customer data analytics, Amazon’s new advertising tool will be competing with Google and Facebook’s targeted display advertising.

Jamie Acutt Head of Marketing at Equiniti Data
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