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1、 The Trust Advantage How to Win with Big Data The Boston Consulting Group (BCG) is a global management consulting firm and the worlds leading advisor on business strategy. We partner with clients from the private, public, and not-for- profit sectors in all regions to identify their highest-value opp
2、ortunities, address their most critical challenges, and transform their enterprises. Our customized approach combines deep in sight into the dynamics of companies and markets with close collaboration at all levels of the client organization. This ensures that our clients achieve sustainable compet i
3、tive advantage, build more capable organizations, and secure lasting results. Founded in 1963, BCG is a private company with 78 offices in 43 countries. For more information, please visit . The Trust Advantage How to Win with Big Data John Rose, Christine Barton, Robert Souza, and James Platt Novemb
4、er 2013 The Trust Advantage2 For global organizations to obtain the greatest access to personal data, consumers need to trust that information about them will be well stewarded, meaning that it will be used for the purposes allowedand only for those purposes. The Trust Advantage Companies that excel
5、 at creating trust should be able to increase the amount of consumer data they can access by at least five to ten times in most countries. The resulting torrent of newly available data will meaningfully shift market shares and accelerate innovation. This is the “trust advantage.” Global Consumers Wa
6、nt Similar Things Consumers care how data about them are used; Millennials are no less concerned about privacy than other generations; consumers are willing to allow the use of personal data for multiple purposes if, and only if, organizations are careful stewards of this information; and a companys
7、 starting point matters. Creating a Trust Advantage To achieve greater levels of trust, companies must master data stewardship and engage consumersahead of their competitors. AT A GLANCE The Boston Consulting Group3 U nlocking value from the ever-widening stream of complex, fast-moving “big data” ha
8、s generated a great deal of buzz in the C-suite. But often left out of the discussion is how to gain access to this informationmuch of it sensitive personal datain the first place. In order for global companies to have the greatest possible access to personal data, consumers need to trust that this
9、information will be well stewarded. Good stewardship means that data will be used for the purposes allowedand only for those purposes. Some organizations will excel at creating trust, and some will not. We estimate that those that manage this issue well should be able to increase the amount of consu
10、m- er data they can access by at least five to ten times in most countries. And if they can generate meaningful insights from this information and execute an effective big-data strategy, the resulting torrent of newly available data could shift market shares and accelerate innovation. This performan
11、ce boost is what we call the “trust advantage.” Trust is elusive, however. An example with recent relevance is the revelation that the U.S. National Security Agency has been widely monitoring e-mail, phone calls, Web traffic, private networks, and cloud serviceseven those previously thought to be en
12、cryptedto fight terrorists. Many have expressed concern that the personal information the U.S. government has collected will be used for other purposes. In the absence of mechanisms to prevent this, there have been efforts to place such severe restrictions on the use of personal information that the
13、 original goalreduc- ing terrorismcould itself be jeopardized. Without consumer trust, most of the trillions of dollars of social and economic value promised from big data will not be realized. (See “Unleashing the Value of Consumer Data,” BCG article, January 2013.) In fact, we estimate that two-th
14、irds of the total value potential stands to be lost if stakeholders fail to establish a trusted flow of personal data. (See “The Value of Our Digital Identity,” BCG article, November 2012.) The good news is that trust can be systematically built and strengthenedif organizations master the internal p
15、rinciples, codes of conduct, compliance mecha- nisms, and trust metrics involved in stewarding data and holding themselves accountable, and if they communicate transparently with consumers about their actions and performance as data stewards. This will require that policies about data stewardship re
16、st within the C-suite, rather than being relegated to the legal or public-policy department under the guise of privacy or lobbying. Without consumer trust, most of the trillions of dollars of social and economic value promised from big data will not be realized. The Trust Advantage4 The Landscape of
17、 Trust Companies that want to improve their access to data about consumers must first understand the myriad ways that individual attitudes varyand the opinions that consumers tend to share. A one-size-fits-all approach to data stewardship simply will not work, any more than the same marketing, organ
18、izational, or strategic approach will work in every context. Organizations must address the most vital issues in various industries. They must tailor their efforts to the outlooks of people around the world. And they must examine the attitudes associated with different generations, genders, races, e
19、thnici- ties, income groups, and other demographics. To help companies develop differentiated strategies for navigating the landscape of trust in the age of big data, BCG surveyed nearly 10,000 consumers aged 18 and older in developed and developing countries on the topic, as part of our larger 2013
20、 Global Consumer Sentiment Survey. That broader survey examined people in 20 countries: Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Spain, the U.K., the U.S., and eight African nations. It measured levels of anxiety, optimism, and job and financial security, as well as ch
21、anges in values and spending patterns. We learned that as much as the attitudes of consumers from different countries and demographic groups toward various industries diverge, much remains the same around the world. Four findings stand out. Consumers want data privacy. For 75 percent of consumers in
22、 most countries, the privacy of personal data remains a top issue. This sentiment applies, surprisingly, regardless of age. And the type of data in question changes the answer only margin- allyit is the usage and stewardship of data that matter. Across countries, feelings about the privacy of differ
23、ent types of data are fairly consistent. Citizens of all the countries we surveyed consider credit card informa- tion and financial data to be the most sensitive. More than 85 percent of consumers in most developed countries consider this information to be moderately or ex- tremely private. (See Exh
24、ibit 1.) The least sensitive types of data include name, age, and gender information, as well as information relating to consumer needs, brand preferences, and frustrations with and feedback about products and services. These results could suggest that consum- ers are comfortable with the many uses
25、to which this information is already being put and that they receive more benefit from revealing itthrough improved products and better access to deals and promotionsthan from withholding it. Millennials are no less private online than other generations. Despite reports of wide generational differen
26、ces in attitudes toward privacy, younger Millennials (those aged 18 to 24) in most countries are only slightly less cautious about the use of personal online data than other generations. For example, 71 percent of younger Millennials in the U.S. report that one should be cautious about sharing perso
27、nal information online. While this level of concern is lower than that of other genera- For 75 percent of consumers in most countries, regardless of age, the privacy of personal data remains a top issue. The Boston Consulting Group5 “How private do you consider the following types of personal data?”
28、 Feedback on brands/ products/services 18581461175619551934 Brand preferences21531759205419572428 Needs/frustrations regarding products/services 22542546175318551828 Age or gender24512058245127471350 Interests26453141244728462034 Name29472948314432451149 Media usage/preferences37363737363740342038 D
29、ates of personal signifi cance 41353736443342332035 Social network42304827512448271743 Planned purchases43273733462443272929 Purchase history50234330541952221841 E-mail53254826552158191251 Surfi ng history56215622621763171646 Exact location62185922631763162238 Dialed phone-number history 63206518701
30、564202536 Information about spouse65186913721368132329 Health/genetic information68157112691375113323 Information about children73147411731174102332 Financial data8578848849043425 Credit card data8758948739134121 U.S.CanadaEU5AustraliaJapan Moderately or extremely privateNot at all or slightly priva
31、te Respondents (%) Source: BCG Global Consumer Sentiment Survey 2013. Note: EU5 comprises Germany, France, Italy, Spain, and the U.K. Exhibit 1 | Feelings About Privacy Are Relatively Consistent Across Data Types in Most Developed Countries The Trust Advantage6 tions, it is still remarkably high. By
32、 comparison, 81 percent of older Millennials (ages 25 to 34), 84 percent of Gen-Xers (ages 35 to 48), 87 percent of baby boomers (ages 49 to 67), and 86 percent of “silents” (ages 68 and older) in the U.S. share that sentiment. Generational outlooks are also consistent across product categories, fro
33、m financial services to health care. (See Exhibit 2.) These results signal a high level of agreement across all generations that individu- als should be careful when sharing personal data on the Internet. This is particular- ly interesting given the large differences in behavior and attitudes that s
34、eparate Millennials from other generations in almost all areas outside of data privacy, as our larger survey demonstrates. Consumers are willing to allow the use of personal data for multiple purpos- es if, and only if, organizations are careful stewards of this information. An average of only 7 per
35、cent of global consumers reported that they are comfortable with information about them being used outside of the original purpose for which it was gathered. For example, the data might have been collected in order to provide a service, without being shared with third parties. Results in this area v
36、ary slightly, but not significantly, by country and demographic group. If companies can ensure that they are careful stewards of personal data, they can access far higher volumes of this information. We asked respondents this question: “If I had the ability to prevent the harmful uses of data, I wou
37、ld be more willing to let companies use data about me.” Fifty-four percent of global consumers indicated that they would be comfortable with the use of information about them if they believed that the uses would not embarrass them, damage their interests, or otherwise harm them. (See Exhibit 3.) The
38、re seem to be only small variations by income segment within and across most countries. In the U.S., for example, 45 percent, 52 percent, and 59 percent of respondents with low, middle, and high incomes, respectively, said they would be willing to provide personal information if companies could miti
39、gate the potential harm resulting from its use. Small variations exist across generations, as well. Again in the U.S., 42 to 53 percent of people in every generation are comfortable with providing personal data if companies can mitigate the perceived risk. Across the board, consumers are significant
40、ly more comfortable allowing personal information to be used for purposes broader than those for which it was originally collected if they believe that it will be well stewarded. Companies that satisfy this criterion can gain by being perceived as more transparent and socially responsible. Recent re
41、search from BCG supports a shift in attitudes related to the use of data. (See The Resilient Consumer: Where to Find Growth amid the Gloom in Developed Economies, BCG Focus, October 2013.) Data stewardship, in effect, has become one of a number of aspects of corporate social responsibility that conf
42、er a “status currency” on certain brands. We believe that companies with good data-steward- ship practices will come to be seen in the same light as those that demonstrate heightened environmental awareness, responsible labor practices, and greater corporate openness. (See the sidebar “Whats at Stak
43、e.”) In the U.S., 42 to 53 percent of people in every generation are comfortable with providing personal data if companies can mitigate the perceived risk. The Boston Consulting Group7 23 24 28 17 24 33 44 42 40 38 50 54 60 71 69 53 70 72 87 89 59 Brand preferences53 Needs/frustrations regarding pro
44、ducts/services 47 Age or gender57 Interests 63 Name42 Media usage/preferences31 Dates of personal signifi cance 36 Social network26 Planned purchases32 Feedback on brands/ products/services 20 E-mail27 Surfi ng history16 Exact location9 Dialed phone-number history 17 Purchase history 18 Health/genet
45、ic information 9 Information about children 15 Financial data9 Credit card data5 Information about spouse 18 21 27 28 26 36 43 46 50 49 53 59 60 65 67 70 74 80 86 88 61 51 55 49 40 46 33 31 27 25 26 23 20 22 18 14 14 11 9 6 14 20 15 24 25 25 32 41 33 42 46 48 51 56 58 63 66 65 82 84 57 52 55 49 40 4
46、4 36 34 36 23 21 27 27 17 22 19 17 17 8 7 14 17 14 10 21 23 34 25 43 40 49 56 54 61 59 62 58 66 88 89 66 60 57 56 56 54 36 48 30 27 19 27 28 20 18 25 14 18 4 1 24 23 26 27 28 29 36 40 50 43 53 54 61 66 63 68 65 79 87 90 52 55 51 53 49 52 39 39 23 34 24 24 13 17 18 16 17 10 2 4 YoungerYounger Silents
47、Silents Gen-XersGen-XersBaby Boomers Baby Boomers OlderOlder MillennialsMillennialsNonmillennialsNonmillennials Moderately or extremely privateModerately or extremely privateNot at all or slightly privateNot at all or slightly private “How private do you consider the following types of personal data
48、?” Respondents (%) Source: BCG Global Consumer Sentiment Survey 2013. Note: Younger Millennials are respondents aged 18 to 24; older Millennials are respondents aged 25 to 34; Gen-Xers are respondents aged 35 to 48; baby boomers are respondents aged 49 to 67; silents are respondents aged 68 and olde
49、r. Exhibit 2 | Perceptions About Personal Data Privacy Are Similar Across Generations in the U.S. The Trust Advantage8 A companys starting point matters. The degree to which consumers trust the stewardship of personal data varies across industries and companies. And since a companys starting point can make a huge difference in its eventual success in building and strengthening trust, these differences can be an important differentia- tor if managed strategically. In particular, our survey suggests that consumers have different levels of concern depending on the in