Monday, May 19, 2014

The Humanization of Data - Bridging The Gap of Data Collection To Change The World by John Havens

John C. Havens, Founder of the H(app)athon Project and frequent contributor to Mashable, started the Future of Consumer Intelligence Conference off with a bang…. or at least a sweet tune. Giving the first keynote presentation of the day, Havens’ brought his presentation to life by showing off his musical chops with a harmonica. Havens’ quickly grabbed the attention of the audience by asking a simple but humbling question, “What are you worth?”

He presented this question with two different pictures. The first picture was of a pile of money. Often people equate value to the totality of their assets. The second picture was of a young boy on a swing with a clear sky in the background. He gave the example of a father and a son. A son’s value to his father goes way beyond dollars and cents due to the personal element. This was the main point of his presentation – the humanization of data. “How do we make data have a more personal touch?” .... and to take it a step further, "How much more valuable would our data be in that scenario?"

To drive this point home Havens’ spoke on how consumers view the collection of data. Right now the relationship between data collectors and consumers is fragmented because there is no trust. Consumers don’t know how their data is being used.

He shared an example of a platform that allows individuals to essentially create their own data collection preferences. So as they’re browsing the web they've already agreed to areas they feel comfortable sharing.

Havens’ argues that this is the KEY to creating a culture where REAL insights are discovered from consumer data. As consumers become more comfortable sharing their data (due to increased trust), the granularity and value of their data will increase.

He closed his presentation perfectly by sharing a very personal, emotional story. It was clear the intangible elements of his story were having a very real, tangible impact on everyone.

Follow the conference on Twitter by tracking the hashtag #FOCI14


Isaiah Adams is the Manager of Social Media Development at Optimization Group, a marketing research and analytics firm that uses cutting edge technology to help clients make fact-based decisions. Optimization Group has a dedicated place on its site where agencies can learn how to use research to help their clients succeed called the Advertising Agency Hub.
Follow Optimization Group on Twitter @optimizationgrp

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