Comments on: Finding the right level of friction for Facebook Beacon http://blog.agrawals.org/2007/12/02/finding-the-right-level-of-friction-for-facebook-beacon/ Rocky Agrawal's blog on search, wireless, maps and Web 2.0 Wed, 07 Jan 2009 19:03:39 +0000 http://wordpress.org/?v=MU hourly 1 By: Facebook adds universal opt out to Beacon « reDesign http://blog.agrawals.org/2007/12/02/finding-the-right-level-of-friction-for-facebook-beacon/#comment-21443 Facebook adds universal opt out to Beacon « reDesign Wed, 05 Dec 2007 21:19:55 +0000 http://blog.agrawals.org/2007/12/02/finding-the-right-level-of-friction-for-facebook-beacon/#comment-21443 [...] I said the other day, finding the right level of friction when collecting user data is tricky. Among the scenarios that I outlined, this probably falls at 5 1/2. The partner sites are still [...] [...] I said the other day, finding the right level of friction when collecting user data is tricky. Among the scenarios that I outlined, this probably falls at 5 1/2. The partner sites are still [...]

]]> By: Robert http://blog.agrawals.org/2007/12/02/finding-the-right-level-of-friction-for-facebook-beacon/#comment-21394 Robert Tue, 04 Dec 2007 21:35:26 +0000 http://blog.agrawals.org/2007/12/02/finding-the-right-level-of-friction-for-facebook-beacon/#comment-21394 It's clear that both marketers and consumers can benefit when ads and promotions are targeted in an appropriate way. Marketers get the benefit of putting their products and services in front of interested consumers; while consumers learn about great deals and products that truly meet their needs. The challenge is balancing consumer privacy with the 'right' amount of personalization. What do marketers really need to know that would help them decide that you might be interested in their product or services? Manay companies, large and small, have access to more data than they can manage and analyze. And its often the wrong data. Zimini (disclaimer: here's the product pitch) was developed to help marketers balance these needs. Consumers build a profile based on their interests and likes - things they probably already share with co-workers, neighbors and friends like the types of food, entertainment, and hobbies are just a few examples. Consumers profiles never include their name, email, address or phone; so special offers and promotions are kept separate from their email. And consumers retain control of what information is in their profile. This is a better way to balance consumers need for privacy, while providing a mechanism for marketers to deliver relavant, interesting offers. It’s clear that both marketers and consumers can benefit when ads and promotions are targeted in an appropriate way. Marketers get the benefit of putting their products and services in front of interested consumers; while consumers learn about great deals and products that truly meet their needs.

The challenge is balancing consumer privacy with the ‘right’ amount of personalization. What do marketers really need to know that would help them decide that you might be interested in their product or services? Manay companies, large and small, have access to more data than they can manage and analyze. And its often the wrong data.

Zimini (disclaimer: here’s the product pitch) was developed to help marketers balance these needs. Consumers build a profile based on their interests and likes - things they probably already share with co-workers, neighbors and friends like the types of food, entertainment, and hobbies are just a few examples. Consumers profiles never include their name, email, address or phone; so special offers and promotions are kept separate from their email. And consumers retain control of what information is in their profile.

This is a better way to balance consumers need for privacy, while providing a mechanism for marketers to deliver relavant, interesting offers.

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