In the MyData Matters blog series, MyData members introduce innovative solutions and practical use cases that leverage personal data in line with MyData values.
Author: StJohn Deakins, CEO at DataSapien
In today’s digital age, how can brands deliver personalised experiences without infringing on user privacy or compromising consumer trust? The answer lies in ethical personalisation – a strategy that balances customisation with customer consent and privacy. This human-centric approach is not only essential for brands to thrive but also crucial for building a fair, sustainable, and prosperous digital society.
At MyData Global, we believe that this shift represents a fundamental rethinking of the digital economy, one that places individuals at the heart of data control. Together with our friends at the Ethical Commerce Alliance, we’re driving initiatives that enable organisations to build ethical, trusted relationships with their customers. The pathway from ethical personalisation to Domain Super Apps is a key strategy for brands looking to lead this transformation. These super apps empower users to manage and share their data with full transparency, creating new levels of engagement and loyalty.
Step 1: Ethical Personalisation Through Zero-Party Data
The journey starts with zero-party data – data that customers actively choose to share with brands. Unlike third-party data, which is often collected surreptitiously, zero-party data gives control to consumers, allowing them to manage their personal information and insights. Privacy is choice and choice is power. This approach aligns perfectly with MyData’s vision for an empowered, human-centric, digital society.
Brands that leverage zero-party data create trust and transparency. DataSapien’s zero-shared data model, for example, processes data directly on the user’s device, ensuring that personal information remains secure and private. This model is similar to privacy-preserving technologies like Apple’s on-device intelligence, which ensures that data processing happens locally, without exposure to external systems. This shift isn’t just about regulatory compliance – it’s about creating lasting, trust-based relationships between brands and consumers.
Step 2: Elevating Engagement with Personal Intelligence
Once a brand has established trust, the next step is to enhance engagement through personal intelligence. Personal intelligence allows users to gain insights from their own data, making them active participants in the personalisation process. Consumers can share their preferences, inferences, and intent signals to co-create their experiences with brands.
This human-in-the-loop approach helps brands refine their algorithms, avoiding common pitfalls such as biased recommendations. It also fosters a deeper connection between consumers and brands, turning personalisation into a collaborative effort. As customers actively engage in shaping their experiences, they are more likely to trust and stay loyal to the brand. This participatory customer model is at the core of what our partners at the Ethical Commerce Alliance advocate for – a future where commerce is driven by ethical, transparent, and consumer-driven data practices.
Step 3: Building the Domain Super App
The ultimate goal of this journey is the creation of a Domain Super App, a platform that unifies various services and provides a seamless, personalised experience across a range of customer needs. From product discovery to customer service, Domain Super Apps offer tailored recommendations based on the user’s data, creating a holistic and connected experience. This resonates with the European Union drive for every EU Citizen to have access to mobile wallets that do far more than just Identity verification.
What sets the next generation of Domain Super Apps apart is their ability to give users full control over their data. Users can securely store, analyse, and selectively share their zero-party data, allowing brands to offer more meaningful and relevant services. This creates a symbiotic relationship where users benefit from enhanced personalisation, while brands gain deeper insights to improve their offerings.
A New Path to a Fair and Sustainable Digital Economy
The evolution from ethical personalisation to Domain Super Apps marks a fundamental shift in how brands and consumers interact in the digital economy. By giving consumers control over their data and enabling transparent, ethical engagement, brands can build trust and drive deeper connections.
As MyData Global continues to advocate for a human-centric approach to personal data, the brands that embrace this path will not only lead their sectors but also help create a fairer, more sustainable, and prosperous digital society for all. The future of commerce is human, ethical, and powered by trust.
Join me and the Ethical Commerce Alliance event on 03 Oct to discuss this topic further.