±±¾©Èü³µpk10

John Paleomylites, managing director of Beatthatquote.com, which provides comparison content to companies such as Experian, Propertyfinder and Thomson Local, warned that brands risk losing out on long-term relationships if they didn’t own their data. “Content providers typically capture that data and then build long-term relationships with your customers, while the publisher gets nothing beyond day one revenue.”
 
Speaking at a workshop exploring how brands could maximise online revenue from their traffic, he said they were allowing content providers to cross sell or up sell to their customers. Working on a conservative estimate of each record being worth 20p per month, a site attracting 100,000 customers a month, would generate £120,000 from data in six months, he said.
 
James Bromley, managing director of Daily Mail online, said that as a publisher, it was now looking at longer term relationships that enhance the brand, rather than focusing on short-term tenancies. “It’s very easy to add affiliates to your website, but you have to look at what actually adds value and what your brand stands for. People are realising that even though a site has your logo in the top corner, they are being sent to the dark side. Is that damaging your brand?”
 
Addressing the issue of consumer trust, Sarah King, director of The Henley Centre said that consumers were increasingly weighing up the benefit to them of providing data to organisations. “People are willing to opt for convenience if they think that providing data will save them time, but there is a disparity in the type of information they are prepared to share. They are prepared to give names, ages and even educational qualifications, but more reticent when it comes financial or medical information.”