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OneMBA Master Session_data_privacy_lgpd_coutinho

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

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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