Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

OneMBA Master Session_data_privacy_lgpd_coutinho

The new metrics of Attention Economics and the future of Privacy and Martech

  • Be the first to comment

  • Be the first to like this

OneMBA Master Session_data_privacy_lgpd_coutinho

  1. 1. Marcelo Coutinho marcelo.coutinho@fgv.br
  2. 2. The Economics of Marketing: maximize the ROI of the buying and selling of attention
  3. 3. The good old days...
  4. 4. The good old metrics...
  5. 5. https://youtu.be/Lx2DFDZiA-k
  6. 6. Every day, we create 2.5 quintillion bytes of data — so much that 90% of the data in the world today has been created in the last two years alone. This data comes from everywhere: sensors used to gather climate information, posts to social media sites, digital pictures and videos, purchase transaction records, and cell phone GPS signals to name a few.
  7. 7. “In an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention”. Herbert Simon, 1971 Information Explosion = Scarcity of Attention
  8. 8. A new economy of attention requires another set of tools and metrics
  9. 9. Content Tags
  10. 10. https://myactivity.google.com/
  11. 11. https://www.youtube.com/watch?v=JAO_3EvD3DY
  12. 12. Content Sharing Context Personal
  13. 13. Privacy will become part of ESG practices Privacy Exchanges will be a kind of “stock market” where we can “trade” levels of personal data in exchange for goods, services or access (to games, content, etc)
  14. 14. Marcelo Coutinho marcelo.coutinho@fgv.br

×